Mobile AR and VR is already a powerful tool for brands and researchers which will be supercharged by 5G.
Kinetic Worldwide’s annual conference, This Concerns You, explores future-facing themes that are likely to impact the world of advertising and, in particular, the outdoor advertising industry (OOH). Dr Ali Goode from Gorilla in the room joined a range of experts to look at how the nationwide roll-out of 5G in the UK could impact how we use our mobile devices when out of home, and the opportunities this presents for brands.
The potential for mobile and OOH to work in conjunction is already well appreciated. The Kinetic / Exterion Commuter Commerce study from 2018 established that almost £23bn is spent every year on mobile devices by consumers travelling to and from their workplaces alone – this is around 14% of all online spend. Crucially, 70% of respondents in that study agreed that OOH had directly influenced them to make a purchase.
The introduction of 5G could seriously influence commuter commerce, and how we spend at specific travelling times of the day. With the overall average weekly spend of commuters being £89 and 43% spending at least four times a month, there is every chance that new technology could influence consumers in exciting new ways where they feel that their purchasing is not just an action but an experience too.
Additionally, the creative opportunities mobile presents in OOH are already being explored by several brands, as numerous interactive elements, triggered through QR codes for example, are incorporated into creative executions. 5G promises to speed up these interactions and give brands an even more exciting digital canvas with which to work.
Creativity triggers engagement, which in turn can invite and drive action from consumer to brand. The improved capabilities of a stronger, more efficient data stream from 5G, could have a serious impact on the way we use devices to spend and purchase online and in-store for that matter. The opportunities that arise with AR and VR technology allows for the potential of products to be tested, tried, and worn in a completely new virtual way, which could see drastic changes in how people choose to buy products, especially from using their mobile.
Over the course of the morning, these topics were approached from a broad range of angles by fellow speakers:
George Dixon, Strategy Director, Mobsta
Sophie Harding, Futures Director, Mindshare
Dominic Murray, Head of Innovation, Kinetic
Ollie Deane, Director of Commercial Digital, Global
Jennie Roper, Head of Research, Kinetic
Simon Andrews, Founder, Addictive!
Get in toouch if you’d like to discuss the key insights and outputs from the conference.
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