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5 Major Shifts from 5G that will Impact Digital Marketing - Jake Moskowitz, Emodo

5G isn’t just another “G.” It will have a profound impact on marketing, especially on where data is sourced, how digital advertising functions, what consumers expect, and how marketers will differentiate themselves. Like any massive technological shift, those who don’t grasp the implications will be left behind. Join Emodo, the data arm of Ericsson, the telecommunications company that powers roughly 80% of US mobile traffic, for a glimpse into concrete changes 5G will bring and what marketers need to do to be ready.

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5 Major Shifts from 5G that will Impact Digital Marketing - Jake Moskowitz, Emodo

  1. 1. Jake Moskowitz HEAD, EMODO INSTITUTE CHICAGO, IL ~ JUNE 20 - 21, 2019 | DIGIMARCONMIDWEST.COM #DigiMarConMidwest 5 Major Shifts from 5G that will Impact Digital Marketing KEYNOTE
  2. 2. 2© Emodo 2019, All rights reserved
  3. 3. 4© Emodo 2019, All rights reserved The Carrier Power Shift The Shift from Deterministic to AI The Shift in Consumer Tolerance The Shifting Role of the Retailer The Shift in Market Pressure 5 Major Shifts that Impact Digital Marketing
  4. 4. 5G Background 5© Emodo 2019, All rights reserved Data Flows Infrastructure Devices
  5. 5. 6© Emodo 2019, All rights reserved Data Source Proliferation The Coming IOT explosion
  6. 6. 7© Emodo 2019, All rights reserved Data Flows Today IOT Consumer Wi-Fi Wi-Fi In-Home Wi-Fi RouterPhone Smart Home Device Bluetooth Mobile Carrier Marketing Ecosystem Cable Company
  7. 7. 8© Emodo 2019, All rights reserved Data Flows With 5G IOT Consumer In-Home Wi-Fi RouterPhone Smart Home Device Marketing Ecosystem Cable Company 5G Mobile Carrier 5G 5G
  8. 8. 9© Emodo 2019, All rights reserved Content & Ads take several seconds to load Cell AntennaPhone 5G Fixes This 5G Does Not Fix This Backhaul Central Servers
  9. 9. 10© Emodo 2019, All rights reserved Has Resulted in a Convoluted Ad Infrastructure User’s Browser Publisher’s Ad Server Exchange 3 Exchange 2 Exchange 1 Ad Request Ad Markup is Passed Load first log Buy-side Ad Server Attribution Verification
  10. 10. 5G Will Make Delays Painfully Obvious 11© Emodo 2019, All rights reserved Current Infrastructure Future Infrastructure
  11. 11. © Emodo 2019, All rights reserved What does a 5G Ad Infrastructure Look Like? Real-time AI Decisioning Edge Cloud Computing
  12. 12. 5G Network Indoors 13© Emodo 2019, All rights reserved —Non-proprietary network —Not dependent on carrier
  13. 13. AR Glasses 14© Emodo 2019, All rights reserved
  14. 14. AR Shopping 15© Emodo 2019, All rights reserved
  15. 15. Inflection Point 16© Emodo 2019, All rights reserved
  16. 16. Carrier Power 1 − Far more data − ISP − Data unifiers Deterministic to AI − Better inputs − Need for speed − Ephemeral vs. periodic 2 Consumer Tolerance − Current infrastructure can’t keep up − Edge cloud 3 Role of the Retailer − Indoor Antennas − Entertainment 4 Market Pressure − Gradual then sudden − Device, Scale, or App? 5 17© Emodo 2019, All rights reserved Revisiting the 5 Shifts
  17. 17. What’s the status of the 5G Rollout 18© Emodo 2019, All rights reserved − By 2020, every major US operator will be live with some form of 5G, and the tipping point is predicted to be in 2021 − In 2024, 5G coverage is expected to reach 45 percent of the world’s population and will carry about 35 percent of all global mobile traffic
  18. 18. 19© Emodo 2019, All rights reserved Next Steps
  19. 19. 20© Emodo 2019, All rights reserved 1. Get out of your comfort zone Ensure your vendors are ready Next Steps
  20. 20. 21© Emodo 2019, All rights reserved 1. Get out of your comfort zone Ensure your vendors are ready 2. Experiment Carrier data, Indoor antennas, VR/AR, etc… Next Steps
  21. 21. 22© Emodo 2019, All rights reserved 1. Get out of your comfort zone Ensure your vendors are ready 2. Experiment Carrier data, Indoor antennas, VR/AR, etc… 3. Simplify Reduce dependence on tags & delays Next Steps
  22. 22. 23© Emodo 2019, All rights reserved Q&A

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