5G revolutionises AR advertising in India with quick, immersive brand experiences

Enabling seamless, interactive and engaging ads

With ultra-low latency and high bandwidth made possible by 5G in India, Augmented Reality ads can now deliver instantaneous, interactive, multi-user and personalised experiences that transform advertising and increase engagement.

A new era of seamless, interactive, and extremely engaging ad experiences is being ushered in by the arrival of 5G technology since October 2022 in India, which is changing the landscape of Augmented Reality (AR) advertising. The use of 5G makes it possible for AR ads to react instantly to user actions by providing ultra-fast speeds, ultra-low latency and unprecedented bandwidth. This makes it possible to create dynamic and lifelike interactions that were previously unattainable on older networks.

Extremely low latency of 5G, typically less than 10 milliseconds, is at the core of this revolution because it enables digital content to respond to user movements, voice commands and gestures almost instantly.

“5G’s ultra-low latency allows AR ads to respond instantly to user actions. This is especially helpful in experiences that require movement or tracking, like virtual try-ons, plain surface ARs, or face-tracking filters. The immediate feedback makes the interaction feel smooth and lifelike, enabling more engaging and dynamic storytelling,” Purvi Chowdhary, Creative Director at Magna Films and Events, a film and event management company in New Delhi, tells Media India Group.

For AR advertisements that depend on real-time feedback, like gamified brand experiences, interactive product demos, or virtual try-ons for clothing or cosmetics, this immediacy is essential. The lag or buffering that previously hampered these experiences is essentially gone with this technology, keeping users interested and involved.

Another revolutionary development for AR advertising is the high bandwidth of 5G. Large amounts of data, such as intricate animations, interactive AR characters, and high-resolution 3-dimension (3D) models, can be seamlessly and instantly streamed to users’ devices thanks to it.

“With higher bandwidth, a lot more data can flow in real-time, which means you can load high-res 3D models, create interactive AR characters that talk to users, or include richer animations without any lag. It opens up room for more visually complex and fun AR ads that grab attention quickly, without frustrating loading times,” says Chowdhary.

Because of this feature, brands can now create AR campaigns without being constrained by file size or network speed. The creative possibilities are greatly increased, whether it is a car that users can virtually explore from every angle or a beauty product that instantly adjusts to different skin tones.

The potential for multiple users to interact with the same augmented reality experience at the same time without experiencing any performance lag is among the most exciting opportunities made possible by 5G.

Chowdhary also notes that 5G supports multiple users engaging with the same AR experience at once, without the experience lagging or crashing. This makes it possible to create shared, social AR moments like multiplayer filters, group product demos, or AR games. “It turns ads into collaborative experiences, which naturally boosts engagement and shareability,” she adds.

This multi-user capability makes AR ads more than just personal, it opens the door to interactive group experiences, like friends trying on virtual clothes together or families personalising a virtual living room.

Additionally, 5G enables real-time personalisation. Because AR ads can instantly process and transmit user data, like location, preferences, or behaviour, they can instantly modify content to fit the needs of each unique viewer.

“With 5G, real-time user data, like location or behaviour, can be pulled in instantly to personalise the AR experience. So, the content adapts on the go, but it still runs super smoothly. That means your ad stays relevant and responsive, without slowing down or breaking the experience,” Chowdhary adds.

The technological advancement that 5G offers to AR advertising has engineers just as excited.

“The biggest breakthrough is latency. With 5G, the delay between a user’s action and the AR system’s response drops to just a few milliseconds. That is what makes real-time interaction possible,” says Anshul Tomar, game developer and software engineer at Gamemano, a product development company in Noida.

Tomar also explains that bandwidth of 5G lets users stream high-definition AR assets, like detailed 3D models and animations, directly to mobile devices, without worrying about file size or slow downloads and that this is a major bottleneck with 4G.

In the end, the ability of 5G to provide speed, responsiveness and immersive content results in improved conversion rates and increased user engagement.

Chowdhary, being a user herself, says that with 5G, AR ads load faster and run smoother, which naturally leads to better engagement. She says that she herself has worked on AR advertisements for brands like National Payments Corporation of India (NPCI).

“The ad was about spreading public awareness warning people against online frauds related to UPI (Unified Payments Interface). It advises viewers not to click on suspicious links or share their UPI PIN, even if offered tempting rewards. The slogan Main Moorkh Nahi Hoon (I am not a fool) encourages people to stay alert and avoid falling for scams. The ad was issued in public interest by the National Payments Corporation of India (NPCI),” she adds.

Additionally, the advertising landscape of India is experiencing a rapid digital transformation, with digital media now accounting for over half of total ad spends and driving much of the industry’s growth. Brands across sectors, especially in metro cities like Delhi and Mumbai, are leveraging these advancements to experiment with AR-driven advertising, aiming to engage tech-savvy consumers in more interactive ways.

“India is progressing steadily in the AR advertising space, but it is still in an early-to-mid adoption phase. Big brands and fintech companies are experimenting with AR, especially in metro cities where 5G rollout is stronger. However, widespread use is limited by factors like uneven 5G coverage, device compatibility, and high production costs. The nation isn’t struggling, but it is not fully there yet either. The pace is promising, but scalable execution is still a work in progress,” Chowdhary adds.