Audible, the audiobook and podcasting service owned by e-commerce giant Amazon, found success with a campaign that tested the power of 5G advertising.

This initiative, which ran during the end-of-year holiday period in 2020, embedded an hour of premium-quality audio content – drawn from five high-profile titles – into an innovative ad unit that allowed users of 5G devices to play this material back directly within a digital banner.

Why it matters

5G, the name given to the latest generation of cellular networks, has long been hyped as being revolutionary for marketers, as it offers much higher speeds and far...