Why 5G broadcasting could be the next big opportunity for agencies

The adoption of 5G technology is poised to revolutionise the media and broadcast industries, opening up unique business opportunities for advertising and creative agencies. As agencies increasingly craft campaigns leveraging cutting-edge technology, understanding the capabilities of 5G broadcasting can help them deliver innovative and immersive experiences for clients.

With ultra-fast speeds, low latency, and the ability to support large-scale IoT deployments, 5G is transforming content creation, delivery, and consumption. By 2026, the global 5G market is projected to reach $667.79 billion, highlighting its growing influence on industries, including advertising. For agencies, the implications are significant, as 5G provides a new canvas to create impactful campaigns while addressing shifting consumer behaviours.

The 5G Edge: Enabling Emerging Technologies

Unlike its predecessors, 5G offers the infrastructure necessary to support emerging technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI). These technologies are no longer peripheral novelties—they are rapidly becoming central to brand storytelling and consumer engagement strategies.

For example, agencies can use 5G to help clients deliver AR and VR-powered campaigns with seamless execution. Faster production timelines, real-time editing, and lag-free streaming are just the tip of the iceberg. Such capabilities allow for live events with interactive elements, enhancing audience participation and strengthening the connection between brands and their customers.

From automating workflows to enabling predictive analytics, 5G also allows for operational efficiencies that reduce costs and downtime. AI-powered features like sentiment analysis and content customisation, supported by 5G, can refine campaigns on the go, making them more relevant to target audiences.

Immersive content: AR and VR as campaign catalysts

One of the most exciting developments with 5G is its ability to integrate AR and VR into campaigns. These tools are transforming experiences, particularly in live sports and entertainment.

With VR, viewers can enjoy ‘virtual stadium’ experiences, sitting in virtual front-row seats and feeling immersed in the action. For sports brands or sponsors, such experiences offer a new way to engage fans, with added layers of storytelling.

AR, meanwhile, provides real-time overlays of player statistics, tactical insights, and performance metrics, visible on devices like smartphones or AR glasses. For agencies, this presents opportunities to design campaigns around live events, blending interactive elements with promotional content.

Imagine campaigns during events like the ICC Champions Trophy 2025, where virtual fan zones or AR-enabled merchandise previews bring unprecedented levels of engagement.

These technologies also offer brands unique advertising opportunities, allowing them to integrate their messaging into AR-enhanced environments or VR simulations. By doing so, agencies can craft campaigns that are both memorable and measurable.

AI-powered personalisation: A creative game-changer

AI is becoming a cornerstone of personalised content delivery, and with 5G, its potential is amplified. Agencies can use machine learning to tailor campaigns to individual user preferences, ensuring higher engagement.

Streaming platforms already use these tools to recommend customised content, and agencies can take this a step further by integrating AI into campaign development.

For example, AI can create custom highlight reels or personalised notifications for live sports fans, enabling deeper audience engagement. AI also streamlines production workflows, automating tasks like captioning, metadata generation, and even resource allocation. These efficiencies free up creative teams to focus on developing high-quality content, allowing agencies to deliver more value to their clients.

Additionally, real-time audience sentiment analysis, powered by 5G and AI, offers agencies the ability to pivot campaigns quickly, aligning with viewer preferences and ensuring relevance.

5G-driven real-time broadcasting: Setting new standards

Real-time content delivery is one of the most transformative aspects of 5G broadcasting. With low latency and reliable high-speed connectivity, 5G ensures seamless streaming, even in crowded environments like stadiums or urban hubs. For agencies, this opens up possibilities for interactive and live campaigns that redefine consumer engagement.

Imagine live sports broadcasts where viewers can switch between camera angles or access 360-degree perspectives. Such innovations not only set new standards for viewing experiences but also create space for agencies to design campaigns that incorporate multi-angle storytelling.

During the 2024 Olympics, wearable cameras powered by 5G offered fans a view from athletes’ perspectives—this trend is expected to grow. Agencies can use such technologies to deliver immersive content that aligns with brand values, creating a stronger emotional connection with audiences.

Additionally, real-time editing tools supported by 5G enable the instant creation of shareable moments, which can be distributed via social media. These tools allow brands to amplify their reach and engagement during live events, offering a dynamic approach to campaign execution.

Interactive viewing and social engagement

5G broadcasting is reshaping the way audiences engage with content, offering agencies a chance to innovate through interactive platforms. Virtual watch parties, live polls, and gamified experiences are becoming integral to fan experiences, fostering community and increasing engagement.

User-generated content (UGC), enabled by AI and 5G, is another significant trend. Agencies can encourage fans to create personalised highlight reels or share commentary, adding authenticity to campaigns. By integrating gamified elements, such as rewards for active participation, brands can incentivise engagement and drive loyalty.

For instance, AR-based fan zones at events like the FIFA Women’s World Cup 2025 could allow fans to virtually meet players or compete in predictive games. These initiatives blur the lines between spectatorship and interaction, creating opportunities for brands to position themselves as part of the shared experience.

Social media platforms are also evolving to support these changes, integrating features that enhance live discussions and audience interaction. For agencies, this shift highlights the importance of designing campaigns that foster meaningful connections between brands and their audiences.

The road ahead: Seizing the 5G opportunity

As 5G, AR, VR, and AI continue to mature, their impact on media, broadcasting, and advertising will only deepen. High-profile events like the UEFA Euro 2025 and ICC Champions Trophy will serve as showcases for these technologies, offering agencies opportunities to test and refine their approaches.

For creative and advertising agencies, success in this new landscape will depend on a strategic embrace of these innovations. By understanding how 5G enables faster production, richer content, and deeper personalisation, agencies can craft campaigns that resonate in an increasingly competitive and fragmented media environment.

The transformation of broadcasting isn’t just about technology—it’s about reimagining the ways we connect, interact, and engage. For agencies, the question isn’t whether to adopt 5G broadcasting but how to leverage it effectively to create campaigns that are as dynamic as the technology itself.

In this evolving landscape, 5G broadcasting represents not just a technical advancement but a creative opportunity for agencies to redefine the future of storytelling. The tools are ready; it’s now up to the creative minds to unlock their potential.

- Meghna Krishna, group chief revenue officer, VideoVerse.