Ryot boss predicts 5G ad future

Ryot boss predicts 5G ad future
Mark Melling, head of Ryot Studio EMEA Picture: Bryan Meade

New generation mobile network technology will usher in a new age of targeted advertising, according to the head of Oath’s immersive media studio

Media and marketing organisations must begin to prepare now for the arrival of 5G and its impact on advertising. That’s according to Mark Melling, head of Ryot Studio EMEA.

Ryot Studio is the immersive media arm of Verizon Media’s digital subsidiary Oath. Specialising in virtual reality (VR) and augmented reality (AR), Ryot produces films, documentaries and branded content from 14 locations worldwide, employing about 100 people.

“People say ‘who cares about 5G, it’s four or...

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