Technology will offer new possibilities for interaction, connectivity and experiences
The fifth generation technology, 5G, officially debuts this Wednesday (6th) in the country, starting with Brasília, which was approved for operation on Monday (4th) by the National Telecommunications Agency (Anatel).
The body predicts that all capitals in the country must receive pure 5G – without interference from other frequencies – by September 29 this year. In the schedule, Belo Horizonte, Porto Alegre and São Paulo are at the top of the list.
Pure 5G technology has an average speed of 1 Gigabit (Gbps), ten times higher than 4G, and the possibility of reaching up to 20 Gbps. The adoption will offer greater integration capacity for the “Internet of Things” and new possibilities for interaction, connectivity and experiences, based on advances in Artificial Intelligence (AI), machine learning, Augmented and Virtual Reality (AR and VR).
For the advertising market, the expectation is for a paradigm shift. In an interview with PROPMARK, on the eve of the 5G auction, in November last year, professionals shared their expectations.
According to Fabio Palma, Africa’s chief technology officer (CTO), 5G will “change everything” by offering infinite possibilities for creation and interaction while allowing “friction-free” communication with consumers.
“Interactive campaigns, with artificial intelligence systems, will be at the touch of the cell phone – or other devices – creating much richer, more interesting and personalized content. Thinking further, smart equipment will allow people to consume more content and interact more with brands while machines do what was once their job: from driving with autonomous cars to cooking with connected robots”, he says.
This transformation will require the market to mature on several fronts, according to Vicente Varela, chief data & media officer at Lew’Lara\TBWA. “As content production, it will become more democratic and scalable, especially in rich formats like video and streaming.” For him, with the capture of more data, learning and specialization in the use of this information, brands will be able to deepen the relationship with consumers, developing campaigns “even more contextual and rich”.
For Luiz Telles, national director of storytelling and innovation at Artplan, the increase in the flow of information will lead to an even “more complex and challenging” context in the dispute for users’ attention.
“Advertising becomes content and content will adapt to all this, seeking entertainment as a way of organically connecting brands with the audience. Fragmented content, of the highest quality, consistent, adaptable to the growing diversity of channel possibilities that keep emerging, but always concerned with telling a unique story”, he adds.
