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O2 launches “world’s first” live ad using 5G

Broadcast during ITV's Rugby World Cup coverage

O2 has launched the world’s first live advert powered by 5G.

Broadcast during ITV’s Rugby World Cup match between England and Argentina, the 30-second ad showed “real-time fan reactions” to promote O2’s 5G network launching this month.

The footage was captured from four O2 venues across the country (Birmingham, Bristol, London and Oxford) and sent back to ITN studios in London via O2’s 5G network.

According to Campaign: “For an ad to be classed as “live” on TV, the footage can be shot no more than five minutes before it airs, so a superfast mobile network such as 5G is required to transfer high-definition video footage.”

ITV commercial MD Kelly Williams said: “The power of live TV to bring people together is unparalleled in the advertising industry and we are really excited about this O2 5G live ad, which amplifies both the incredible emotion that a major live event on ITV can generate and the new technology opportunities around TV advertising.”

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