Executive Summary

After years of anticipation, fifth-generation wireless technology is finally—albeit slowly—becoming a reality. And though 5G networks aren’t widely available yet, most media and marketing experts believe they will eventually transform the way entertainment, sports, and news are produced, distributed, and consumed. Fully realized 5G networks will usher in a host of new options for streaming content, live events, gaming, and other high-quality immersive and interactive experiences. They’ll also open the door to new models for personalized marketing and advertising.

Why will 5G be important for media, entertainment, and marketing?

Technical limitations, including slow and unreliable networks, have historically made it difficult to deliver digital media, entertainment, and advertising content. 5G will help companies serve higher-quality, interactive, and immersive experiences across a wider variety of connected devices. It will also enable marketers to collect more accurate and granular data to personalize messaging.

Is 5G service available everywhere now?

5G is only available in a limited number of metropolitan areas worldwide, and much of it is still an interim version. Because 5G service requires significant infrastructure changes and relies on consumers to purchase new hardware, it will take time to become ubiquitous. Companies seeking to exploit 5G should anticipate a hybrid 4G LTE/5G environment in the near term.

How are media, entertainment, and marketing companies preparing for 5G?

They’re taking various approaches, including understanding future requirements, exploring new creative formats, building out their mobile video capabilities, pursuing strategic partnerships, and assessing their data collection practices and database requirements. Several communications and media conglomerates have teamed with wireless providers to test the technology, showcase potential applications, and explore new revenue models.

WHAT’S IN THIS REPORT? This report will discuss the implications of 5G services for media and marketing and highlight five key opportunities to drive industry growth.

KEY STAT: More than 90% of marketing professionals worldwide expect 5G to have an impact on their industry over the next decade, according to a February 2020 Salesforce survey.