opinion

5G Online Advertising Is the Future

5G Online Advertising Is the Future

4G was launched back in 2010 and with it came app stores, video streaming, programmatic auctions and augmented reality, virtual reality and artificial intelligence became a fledgling possibility. Now 5G looms on the horizon and carriers are readying their plans to deploy it on a large scale, software is being tested and new hardware is being developed to help the global transition to 5G.

With promised super fast connectivity, very low latency and 10 gigabyte download rates per second it will be a gamechanger. In fact Verizon and Nokia recently tested outdoor 5G connection with Verizon’s millimeter-wave spectrum and it was able to reach speeds of 1.8 Gbps with a latency of around 1.5 milliseconds.

Ad content could become totally interactive and personalized in real time. Imagine a video ad that starts with the same content, but depending on the user’s interest or interaction, the ending of the video ad changes to what is relevant to them.

Many companies are already establishing partnerships with carriers to ensure they are well-positioned for 5G’s emergence. For example, esports company ESL is working with AT&T on a plan to incorporate 5G technology into live gaming and China Mobile is working with HTC to produce 5G-powered VR devices.

2019 is when the 5G transition will begin, with major adoption predicted in 2020. So marketers should begin to gear up to see how 5G will impact digital advertising 12 months from now.

Advertising

With 5G’s ability to process and exchange more data at higher speeds, advertisers and publishers will see faster ad load times on desktop, mobile and other connected devices. Currently, three quarters of app users expect apps to load within three seconds, and nearly two thirds of users will abandon an app that takes longer than five seconds to load. 5G will allow lightning-speed downloads from the cloud, access to storage and streaming from within apps, creating a more enticing environment for in-app advertising.

As consumers use more internet-connected devices, these too are set to become a big part of the online advertising ecosystem. Internet of Things (IoT) devices will be able to collect tremendously valuable user data because consumers will use and interact with them throughout the day. By harnessing this data for a deeper understanding of user behavior, advertisers will be able to implement smarter targeting and deliver more relevant and personalized content to drive conversions. More data also means more metrics available to measure conversions and gauge a campaign’s cost-effectiveness.

According to a study by the Interactive Advertising Bureau, one of the reasons behind the adoption of ad blockers is that ads slow down a website’s load times. 5G is 1,000 times faster than 4G with 100 times less latency, therefore those users may not feel the need to install ad blockers. Annoying, non-relevant ads also drive installs of ad blocking software, but 5G could change all that with better targeting for relevance and amazing ad content...

Ad Content

5G’s ability to process more data allows the use of higher-resolution ads, such as 4K video. Ad content could become totally interactive and personalized in real time. Imagine a video ad that starts with the same content, but depending on the user’s interest or interaction, the ending of the video ad changes to what is relevant to them. Another example that ties in with IoT devices could be a recipe video ad from a supermarket that knows what you have in your internet-connected fridge to push you to buy the missing ingredients for the recipe.

Ad Formats

According to SmallBizTrends, by 2019, global consumer internet video traffic will account for 80 percent of all consumer internet traffic. Video ads, in particular, are very popular with advertisers today, thanks to high conversion rates. Yet many publishers still avoid placing them on mobile, mainly because service usually is below par, with interruptions that hinder the user experience.

5G will allow mobile ads to run smoothly, enabling developers to come up with more “native” ways to incorporate these ads. And, expect to see a growth in fully immersive 360-degree video ads. 5G’s ability for processing data also means that current emerging technologies, virtual reality and augmented reality are set to become huge growth areas in entertainment as well as ad formats in their own right.

Devices

Initially, phones will be the main device used to launch 5G because most people own one and from a connectivity standpoint, they anchor our daily lives. But the 5G revolution won’t be all about mobile handsets. One of the reasons Google Glass failed was because the technology wasn’t there yet.

5G is the technology that can finally make wireless augmented and virtual reality smart glasses possible, because instead of being weighed down with components, the glasses could rely on external hardware for processing power. Apple is reportedly developing AR glasses to complement, or perhaps eventually to replace smartphones, as is Facebook.

Publisher Challenges

There is no doubt that 5G will be the popular choice of consumers, but those consumers using an older generation of handset or maybe living in rural areas where 5G might not be available, shouldn’t be forgotten about.

Publishers will have to ensure that their websites and content are adapted for 5G, 4G and 3G users alike. They will have to also provide the high quality and personalized content that a 5G consumer expects, as well as delivering content that 4G and 3G devices can handle. And this goes for the ad zones and ad formats they use also.

Just as 3G and 4G changed the world, 5G’s faster connectivity offers much more than enhanced convenience and great user experience — it opens up many brand new ways for ad networks and their clients to monetize the next generation of connective technology.

Giles Hirst is head of communication at ExoClick, an online advertising company which provides two channels for advertisers and publishers — its Ad Exchange and Ad Network.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

What France's New Law Means for Age Verification Worldwide

When France implemented its Security and Regulation of the Digital Space (SREN) law on April 11, it marked a pivotal moment in the ongoing global debate surrounding online safety and access to adult content.

Corey D. Silverstein ·
opinion

From Tariffs to Trends: Staying Resilient in a Shaky Online Adult Market

Whenever I check in with clients these days, I encounter the same concerns. For many, business has not quite bounced back after the typical post-holiday-season slowdown. Instead, consumers have been holding back due to the economic uncertainty around the Trump administration’s new tariffs and their impact on prices.

Cathy Beardsley ·
opinion

Optimizing Payment Strategies for High Ticket Sales

Payment processing for more expensive items, such as those exceeding $1,000 per order, can create unique challenges. For adult businesses, those challenges are magnified. Increased fraud risk, elevated chargeback ratios and heavier scrutiny from banks and processors are only the beginning.

Jonathan Corona ·
profile

WIA Profile: Lexi Morin

Lexi Morin’s journey into the adult industry began with a Craigslist ad and a leap of faith. In 2011, fresh-faced and ambitious, she was scrolling through job ads on Craigslist when she stumbled upon a listing for an assistant makeup artist.

Women In Adult ·
profile

Still Rocking: The Hun Celebrates 30 Years in the Game

In the ever-changing landscape of adult entertainment, The Hun’s Yellow Pages stands out for its endurance. As one of the internet’s original fixtures, literally nearly as old as the web itself, The Hun has functioned as a living archive for online adult content, quietly maintaining its relevance with an interface that feels more nostalgic than flashy.

Jackie Backman ·
opinion

Digital Desires: AI's Emerging Role in Adult Entertainment

The adult industry has always been ahead of the curve when it comes to embracing new technology. From the early days of dial-up internet and grainy video clips to today’s polished social media platforms and streaming services, our industry has never been afraid to innovate. But now, artificial intelligence (AI) is shaking things up in ways that are exciting but also daunting.

Steve Lightspeed ·
opinion

More Than Money: Why Donating Time Matters for Nonprofits

The adult industry faces constant legal battles, societal stigma and workplace challenges. Fortunately, a number of nonprofit organizations work tirelessly to protect the rights and well-being of adult performers, producers and industry workers. When folks in the industry think about supporting these groups, donating money is naturally the first solution that comes to mind.

Corey D. Silverstein ·
opinion

Consent Guardrails: How to Protect Your Content Platform

The adult industry takes a strong and definite stance against the creation or publication of nonconsensual materials. Adult industry creators, producers, processors, banks and hosts all share a vested interest in ensuring that the recording and publication of sexually explicit content is supported by informed consent.

Lawrence G. Walters ·
opinion

Payment Systems: Facilitator vs. Gateway Explained

Understanding and selecting the right payment platform can be confusing for anyone. Recently, Segpay launched its payment gateway. Since then, we’ve received numerous questions about the difference between a payment facilitator and a payment gateway. Most merchants want to know which type of platform best meets their business needs.

Cathy Beardsley ·
opinion

Reinventing Intimacy: A Look at AI's Implications for Adult Platforms

The adult industry has long revolved around delivering pleasure and entertainment, but now it’s moving into new territory: intimacy, connection and emotional fulfillment. And AI companions are at the forefront of that shift.

Daniel Keating ·
Show More