From last week’s update, recall that research reveals that more than 13 million women in the U.S. aged 18-29 are completely unaware that pro-life Pregnancy Help Centers exist. Every day, thanks to your generosity, Heroic Media is able to reach a growing number of these women with internet videos that educate them about the hope and help available to them at pro-life Pregnancy Help Centers.

Last week, I briefly covered the three technology trends that we at Heroic Media believe will enable us to attain our goal of reaching all 26 million women aged 18-29 with our internet videos.

Those trends are: 1) the broad diffusion of 4th generation broadband wireless networks; 2) the near-100% adoption of smartphones by the millennial generation; and 3) the ubiquitous use of social media networks like Facebook and YouTube.

In today’s update, I would like to briefly cover the first trend, the broad diffusion of 4th generation broadband wireless networks. This trend is the foundation that enables the other two trends.

The simple graph below tells a very important story. In a short span of only 5 years, the majority of our cellular wireless communications will advance from basic phone communications (phone calls and texts), represented by the yellow 2G line, to high bandwidth/high speed communications (video) that approximate what we experience with a wired internet connection at home or work. That capability is represented by the 4G+ blue line on the graph.

Source: Cisco Systems

As of early 2019, a large portion of our society is already experiencing the benefits of this changeover from 2G to 4G+ wireless communications. As you can see in the graph, this trend is forecast to continue, and will likely accelerate with the advent of even greater wireless bandwidth and internet speeds offered in next generation 5G wireless systems that are already in the early phase of commercial adoption.

The change from 2G to 4G+ systems means that people no longer have to be “tied down” to a device that is plugged in to a wall in order to browse the internet. Most smartphone users already experience this convenience in their daily lives. If you haven’t experienced it yourself, you have probably seen people watching internet videos on their smartphones while out and about. However, what those same smartphone users are likely not aware of is how 4G+ systems are transforming the advertising industry from a “one to many” broadcasting paradigm to a “one to one” narrowcasting paradigm.

Basically, every smartphone is its own unique advertising channel. Currently, there are about 250 million smartphones in use in the U.S. Those smartphones provide 250 million unique channels through which advertisers can reach individuals. The sum total of advertising capacity available through all these smartphones is many orders of magnitude greater than the advertising capacity available through “one to many” broadcast media platforms like television and radio.

With such a large supply of advertising capacity available through 4G+ networks, the cost of advertising here is substantially lower than the cost of both radio and TV advertising. For example, when Heroic Media advertises one of our internet videos on YouTube, in some markets it costs us as little as 10 cents to enable a young woman to watch that video.

I think you will agree that 10 cents is a very small price to pay to educate a young woman about the hope and help available to her at a pro-life Pregnancy Help Center.

In addition to low cost, there are many other advantages available to us with “narrowcast” internet advertising. I will cover those advantages in future updates.


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