5G Mobile Targeting Ads

Shintaro Okazaki () and Yue Peng
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Shintaro Okazaki: King’s Business School, King’s College London
Yue Peng: King’s Business School, King’s College London

Chapter Chapter 26 in Media and Change Management, 2022, pp 479-489 from Springer

Abstract: 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.

Keywords: 5G; Adaptivity; Granularity; Mobile advertising; Targeting; Ubiquity (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-030-86680-8_26

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