Part XI: Faster Connections Make for Smoother Brand/Customer Interactions
There are currently 236 million 5G subscriptions across the globe, and, by 2025, this figure is forecast to hit a staggering 3 billion. And, with Apple’s 2022 iPhone lineup the first to neglect a 4G-only offering, 5G is firmly positioned as the mobile network standard of the foreseeable future.
Boasting speeds of up to 20 GB/s, 5G offers a speedier display of ad media and rich content across websites and applications. For advertisers, this means greater opportunities to serve high-quality, bandwidth-heavy creatives in mobile environments; it also means more opportunities for advanced programmatic bidding that deliver highly personalised ads regardless of the user’s location.
Implications
Faster Header Bidding
Faster network speeds means faster communication between supply side and demand side. In theory, this reduces latency in the real-time bidding process, resulting in more efficient and cost-effective placement of ad material.
For those advertisers already running programmatic campaigns, this means your tools and wrappers need to be as optimised as possible to reduce latency and avoid losing you that competitive edge.
Format Options
5G allows for the display of rich media content (such as video, audio, and high-resolution images), without latency or loss of fidelity. This empowers advertisers to develop and dispatch bold, professional creative materials, safe in the knowledge they won’t be let down for unreliable mobile networks.
In this high-res world, banner and traditional display ads are going to look increasingly outmoded; companies whose creative library is built around these ad units should look at updating their libraries to reflect modern network capabilities.
Solutions
The Trade Desk
Since its formation in 2009, The Trade Desk has firmly established itself as the world’s largest independent DSP. Offering a self-service publishing platform, a data management platform, and a range of API-based integration solutions, TTD’s highly optimised omnichannel service processes some 9 million queries every second, with exceptionally fast response times and support for various connected devices, platforms, and ad media formats.
Its performance is matched by its ability to serve programmatic ad media that is particularly well suited to 5G consumers. TDD is partnered with premium audio providers including Spotify, SoundCloud, and Pandora, delivering personalised audio ads to users no matter their physical location.
StackAdapt
StackAdapt’s self-serve advertising platform has a reputation for outstanding performance, ease-of-use, and customer support. At the time of writing it holds the top position on G2’s list of the best DSPs, with particular praise paid to its performance, reliability, and enterprise scalability.
Aside from the speed with which it executes operations, StackAdapt offers a range of multi-channel solutions that include native, display, video, and audio media. Furthermore, its Creative Studio assists advertisers in the creation of high-impact media that is perfectly optimised for dispatch over high-speed cellular networks.
