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5G Mobile Targeting Ads

In: Media and Change Management

Author

Listed:
  • Shintaro Okazaki

    (King’s Business School, King’s College London)

  • Yue Peng

    (King’s Business School, King’s College London)

Abstract

As the fifth generation (5G) of mobile broadband is quickly replacing 4G LTE connections, more enhanced mobile targeting receives increasing attention. 5G technology helps marketers and advertisers create more effective mobile ads with better personalization and targeting capability at higher speed and low costs. The introduction as well as the proliferation of 5G technology will significantly affect the general landscape and practice of the advertising industry. This chapter provides a conceptual foundation of 5G mobile targeting ads, which can be envisaged by three theoretical pillars, namely, adaptivity, granularity, and ubiquity.

Suggested Citation

  • Shintaro Okazaki & Yue Peng, 2022. "5G Mobile Targeting Ads," Springer Books, in: Matthias Karmasin & Sandra Diehl & Isabell Koinig (ed.), Media and Change Management, chapter 0, pages 479-489, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-86680-8_26
    DOI: 10.1007/978-3-030-86680-8_26
    as

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