Direct Response (DR )marketers can count on a faster Internet to open up innovative industry opportunities in the years ahead. Access to fifth-generation cellular networks, commonly called 5G, is expected to begin rolling out to consumers by 2020. Internet access speeds will go up by a factor of 10 to 20 times 4G rates. The faster speeds translate to greater ease and convenience for users. This technology will also help direct response marketers reach consumers where they are and at timely moments.
Under the new 5G, upload and download times are forecasted to be dramatically reduced, too. A full-length movie takes about six minutes to download onto a device under the 4G network current speeds. With 5G, that video download time will be cut to under 20 seconds. The higher speeds will allow better streaming of live audio and video. Streaming TV services, of all kinds, are expected to grow by leaps and bounds as the overall video experience for the end user is enhanced.
Importantly, latency, the length of time between clicking and the transfer of data, will be dramatically reduced. If a business counts on someone’s ability to click once and get results, latency can be a killer. Lag time will drop as well.
Direct Response marketers will able to more fully leverage the power of video campaigns and expand artificial intelligence tactics to reach consumers. Content based on the location and habits of the viewer is preparing to explode!
Suppose a consumer shops based on lowest price. Ads and promotions for nearby “good deals” can be served up when the shopper is already in the buying mindset. If the consumer is nearby a business that sells something they’ve searched for, they may receive an alert when they approach the door of the shop. That alert could come with a coupon, other special offer or direct response message to further engage them. Marketers will hone in on audiences with greater specificity than before.
“Getting really granular with retargeting is possible right now, but the depth of how we can communicate to consumers will expand, and with the expansion comes more premium options,” said The Community Senior Director of Innovation Chris Neff.
One of the biggest boons is the data advantage for Direct Response Marketers that 5G promises to deliver. An example from AdAge writer George Slefo foreshadows the expanse of data that will be available to marketers to help them respond to changing consumer needs succinctly:
A quiet neighborhood block suddenly becomes busy with pedestrians. You, the marketer, know this because a nearby lamppost is “smart,” part of a location-based marketing platform that you’re using. The foot traffic turns out to be people checking out nearby homes for sale, information that you can use.
While a 2,000 percent increase in data transfer rate sounds incredible, it’s a conservative estimate. Users should expect a data transfer rate of 1.4 gigabits per second, but transfer rates of 4.5 gigabits per second are possible. The faster service has been tested in markets around the country ahead of this year’s expanded offering. The large-scale transition to 5G is expected to begin in 2020. Up to a billion people could have access by 2023. By then, marketing as we know it may very well be revolutionized.
The future of Direct Response Market with the advent of 5G appears bounded only by our own imaginations. It’s time for marketers and advertisers to prepare. The future is almost here.
For more information on buying media that sells and building a Direct Response campaign to harness the power of 5G, contact Diray Media today.