Audible tests the power of 5G advertising

Stephen Whiteside

Audible, the audiobook and podcasting platform owned by Amazon, successfully ran a test campaign that leveraged the power of 5G cellular networks.

Marketers have long been told that 5G connectivity – the name given to the latest generation of cellular networks – will power digital experiences that are richer, more immersive, and are delivered at far higher speeds than ever before.

Having heard this theory, Audible – an audiobook and podcast platform owned by e-commerce giant Amazon – applied it in a 2020 holiday campaign that was developed in partnership with Spark Foundry, the agency, and Emodo, the data-activation arm of the telecoms firm Ericsson.

Specifically, the program leveraged 5G capabilities to embed an hour of audio material – drawn from a...

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