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Issue link: https://digital.macdirectory.com/i/1154153
Fast Change 5G Opens the Door to New AV Opportunities, Interaction By Andy Marken "I ain't got the brains to make this up." – Jacob Kowalski, "Fantastic Beasts and Where to Find Them," Warner Bros., 2016 Alex Wallace, Verizon Media's GM of news, entertainment and studios perhaps summed up the impact 5G is going to have on the M&E industry -- especially when it comes to increasingly personalized DOOH/AV (digital out of home/audio video) marketing applications -- when he said, "No one knows where 5G is going to take us, but we want to be at the forefront of it," DOOH/AV is perhaps the most seen, unseen marketing/ advertising tool available to organizations. And with 5G and several other new technologies, it can become one of the most influential and measurable tools available to firms across the board. Last year, streamer Netflix paid more than $300M for the company that owns billboards across Los Angeles, including the city's famed Sunset Strip. Many at the time, thought the company - which is equal parts technology/creative - had made a major misstep. An unidentified Hollywood producer mused that perhaps Hastings was going to resurrect drive-in theatres; but since the So Cal crowd lives on the ribbons of concrete that circle LA, he would turn the billboards into drive-by theatres. Probably not! But with print ads moving to websites and TV ads going to free-to-view OTT (over the