Free ad-supported TV (FAST) is rapidly expanding, fueled by several factors. Firstly, it aligns with the overarching shift away from traditional broadcast and linear TV towards streaming technology. In the U.S., streaming surpassed cable TV in July 2022, emerging as the most favored TV consumption method. Globally, streaming exhibits significantly higher growth rates compared to other TV alternatives.

Consumers worldwide are drawn to streaming for its superior selection and cost-effectiveness, constituting a mutually beneficial arrangement. FAST, as a streaming alternative, particularly resonates with budget-conscious viewers weary of subscription fees. A notable study indicates that a majority of respondents are willing to endure advertisements in exchange for monetary savings.

FAST is just getting started but need an ad stack

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The move aims to enhance Walmart’s advertising business by leveraging Vizio’s SmartCast OS and its 500+ advertiser partnerships. With over 18 million active SmartCast accounts, Vizio brings substantial market presence. This acquisition complements Walmart’s Onn brand and strengthens its competition against Amazon and Roku in the smart TV market.

“The acquisition of Vizio and its SmartCast Operating System (OS) would enable Walmart to connect with and serve its customers in new ways including innovative television and in-home entertainment and media experiences,” says Walmart’s press release.

Regulatory approval is pending, with a 45-day window for potential alternative offers. Vizio’s recent software upgrade underscores its commitment to innovation amid competition from Hisense, TCL, and Roku TVs.

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In the last 6 years a notable trend has been going on in consumer viewing time, GroupM Netherlands report is showing a distinction between viewing time on the large screen and other devices, allowing for a categorization into three video consumption categories:

• Traditional television on the big screen, featuring broadcaster content.
• Connected television on the big screen, encompassing both broadcaster and non-broadcaster content.
• App-based television on all other devices, including both broadcaster and non-broadcaster content.

It appears this viewing time across all three categories has remained stable over the past six years, with a brief peak during the years of the COVID-19 pandemic. On contrary to United States trend, consumer do not massively cut their cable provider off. Mostly due to all-in packages offered by KPN and Ziggo.

As a result, people continue to consume a significant amount of content, including traditional television and streaming, through the set-top box, leading to 80% of the total viewing time being consumed on the large screen.

However, there is a noticeable shift in the consumption of viewing time from live/scheduled broadcaster content to content from streaming platforms.

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Unifast Media (Unifast) Joins Forces with Static Waves Media (Static Waves), the Leading upcoming FAST-Focused platform.

Amsterdam, August 12 – In a major step towards European growth, Unifast Media (Unifast) has officially entered into a strategic representation agreement with Static Waves Media, the premier streaming platform with a focus on quality entertainment content.

With this partnership, Unifast and Static Waves has secured advantageous ad-supported streaming TV (FAST) distribution agreements in three key European markets, namely the United Kingdom, Germany and the Netherlands. Including Spark TV, Waterbear Network, Blocked and Bliss TV.

For the UK market, Spark TV will be conveniently accessible through Samsung TV Plus and LG Channels, while Dutch viewers can access the channel through Samsung TV Plus.

The headquarters of Unifast is located in the Netherlands, with plans underway to establish additional offices in the UK and Germany.

Driven by a mission to take CTV advertising by storm and better monetize FAST and thematic channels, Unifast stands poised to ad significant value to the CTV and FAST media landscape. Unifast stands in the EU and global market to foster collaborative partnerships as an ad serving and monetization partner,

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In the ever-evolving landscape of entertainment and Connected TV (CTV) consumption, FAST has emerged to reshape how we access and engage with content. The acronym stands for “Free Ad-Supported Television,” and these channels are making waves as a game-changer in the industry. With an innovative approach, content variety, and changing viewer habits, the future for FAST channels on CTV indeed looks bright.

The Evolution of Content Consumption

The way we consume content has evolved drastically over the past few decades. Traditional television models have given way to streaming services that offer on-demand access to a vast array of shows, movies, and original content. While these services brought unparalleled convenience, they also brought subscription fatigue. Consumers found themselves juggling multiple subscriptions, and costs began to accumulate.

Enter FAST Channels

FAST channels offer a refreshing alternative. They provide viewers with free access to a curated selection of content, supported by advertising. This model harks back to the days of traditional television, where viewers could access content without shelling out hefty subscription fees. However, unlike traditional TV, FAST channels are available through internet streaming platforms, allowing for greater flexibility and accessibility.

Content Variety and Niche Appeal: One of the most significant advantages of FAST channels is their diverse content library. These channels often collaborate with various content providers, offering a wide range of shows, movies, documentaries, and even live programming. From classic sitcoms to niche documentaries, FAST channels cater to a broad spectrum of viewer interests. This variety is essential in an era where individual preferences are becoming increasingly specialized.

Moreover, FAST channels give a platform to independent creators and smaller studios that might struggle to gain recognition on mainstream streaming platforms. This democratization of content distribution has the potential to bring unique and fresh perspectives to a global audience.

Changing Viewer Habits

The rise of FAST channels is also reflective of changing viewer habits. Modern audiences are more accustomed to ad-supported content, having grown up with traditional television. While ad-free experiences are still sought after, viewers are becoming more accepting of ads if it means accessing quality content for free.

Additionally, the concept of “binge-watching” has become a cultural norm. FAST channels are embracing this trend by making entire seasons of shows available at once. This approach allows viewers to watch at their own pace, creating a personalized and flexible viewing experience.

Monetization & Television advertising budgets

FAST channels are not only transforming the way we consume content but also influencing the entertainment industry’s monetization strategies. Advertisers are recognizing the potential of reaching a vast and engaged audience through these channels. As a result, they are investing in creating engaging and targeted ad content, driving innovation in the advertising space.

Furthermore, the success of FAST channels is prompting traditional broadcasters and streaming platforms to reevaluate their pricing models and content strategies. Competition is pushing these players to adapt and evolve, ultimately benefiting consumers who now have more options and diverse content to choose from.

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One of the notable players in this arena is Samsung TV Plus, hosting a wide range of Fast channels, showcasing the rise of these free ad-supported streaming TV channels in the EU.

Free ad-supported streaming TV (FAST) channels

Free ad-supported streaming TV channels, or Fast channels, live up to their name by offering content for free, supported by advertisements. They have rapidly infiltrated internet-connected TVs, offering a viewing experience almost indistinguishable from traditional linear channels. However, instead of broadcasting, these channels exclusively stream content, making them cost-effective and adaptable, especially for housing extensive library content.

Why should advertisers be attentive to this trend?

In the US, the FAST market is well ahead of Europe, boasting over 1,400 channels spread across 22 networks. These channels are accessible through various platforms like Pluto TV, Xumo, Amazion, Tubi, Roku and Samsung TV Plus. And now TV budgets are moving from linear to CTV and FAST.

Niches Thrive in FAST

These channels cater to various niches, from food and CSI to sci-fi, mirroring the diversity seen in cable. Some channels are dedicated to beloved reruns of shows from established production companies, but new ones are completely unique like Red Bull TV. Thanks to their quick and easy setup, channels can be created in response to trending events, such as Football-specific channels or Nature documentaries following significant news.

Audiences turn to these channels to complement their premium paid-for TV subscriptions, like Netflix and Disney+, reminiscent of the days of cable TV.

FAST Advertising

Advertising on Fast channels is primarily conducted through programmatic auctions rather than pre-buys, using similar ad-buying tools as online advertising. Contextual advertising is also gaining prominence, aligning relevant brands with suitable niche content. More and more major players get into the FAST Advertising field, some specific and others merge it with online instream or CTV budgets.

This revised version aims to provide the same information while being more reader-friendly and SEO-optimized with relevant keywords and phrases.

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In the ever-evolving landscape of digital entertainment, the year 2023 has emerged as a pivotal period for the expansion of Connected TV (CTV) platforms, driven by strategic partnerships that are reshaping the way audiences consume content. As the boundaries between traditional television and digital streaming continue to blur, CTV is at the forefront of this transformation, thanks to a series of innovative collaborations that are reshaping the industry.

CTV, in essence, refers to the fusion of television and internet technology, allowing viewers to access content through internet-enabled devices like smart TVs, streaming devices, and gaming consoles. This burgeoning medium has rapidly gained traction over the past few years, offering viewers an unprecedented level of convenience, personalization, and interactivity. The year 2023 has witnessed an acceleration in the adoption of CTV, primarily due to strategic partnerships that leverage the strengths of various companies to enhance the CTV experience.

Content Aggregators and Studios Join Forces

One notable trend is the collaboration between content aggregators and production studios. Streaming platforms have been forging alliances with major studios to secure exclusive content rights, ensuring that they have a steady stream of high-quality shows and movies to offer their subscribers. This competition for content has led to the formation of strategic partnerships that benefit both parties. Studios gain a reliable distribution channel, while CTV platforms attract subscribers with unique and sought-after content.

Advertisers Embrace Precision Targeting

The advertising landscape is also undergoing a transformation through CTV partnerships. Advertisers are drawn to CTV’s ability to deliver personalized advertisements to specific demographics, enabling more effective targeting than traditional TV advertising. In 2023, we’ve seen partnerships emerge between CTV platforms and data analytics companies, allowing advertisers to refine their campaigns based on real-time user insights. This data-driven approach enhances the viewer experience by delivering relevant ads while maximizing the value of advertising investments.

Tech Giants and CTV Innovations

Tech giants are making their presence felt in the CTV realm through strategic alliances that drive innovation. From hardware manufacturers collaborating with streaming platforms to optimize user experiences, to software companies partnering with CTV providers to develop cutting-edge interfaces, these partnerships are pushing the boundaries of what CTV can offer. In 2023, expect to see even more collaborations that enhance features like voice control, augmented reality integration, and seamless cross-device synchronization.

Global Expansion for CTV

The growth of CTV is not limited to any single region. Partnerships between international CTV platforms and local content providers are ensuring that viewers around the world have access to a diverse range of content that caters to their preferences and cultures. This globalization of content is made possible by partnerships that facilitate licensing agreements and content distribution networks, ultimately broadening the horizons of entertainment.

FAST is growing on CTV

As we navigate the remainder of 2023, the interconnectedness of CTV platforms with a variety of industry players will continue to redefine the entertainment landscape. These partnerships will drive the expansion of content libraries, refine advertising strategies, fuel technological advancements, and make CTV more accessible to a global audience. Ultimately, the evolution of CTV through strategic collaborations is a testament to the industry’s adaptability and commitment to delivering a dynamic and engaging viewing experience.

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Sell Through Rate, closely related to Fill Rate, is a crucial metric in the realm of display advertising. It gauges how effectively a publisher is utilizing available ad inventory. Unlike Fill Rate, Sell Through Rate takes into consideration that inventory in streaming video (and audio) is based on time, not just impressions.

Example of sell through rate

To illustrate this concept, let’s consider an example. Imagine a viewer streaming a TV show on your FAST channel or app, encountering three ad breaks. According to your ad break policy, each of these breaks can contain five ads, each lasting 30 seconds.

The basic calculation suggests that you can deliver a total of 15 ads, each lasting 30 seconds, resulting in a 100% Sell Through Rate. But here is the catch:

Your ads can last 30 secs, but also 10, 8 or 15 secs

Due to the time-based nature of streaming, you could also deliver 1 ad lasting 90 seconds and 4 ads lasting 15 seconds, which collectively equals the time equivalent of 5 ads lasting 30 seconds. This would also yield a 100% Sell Through Rate.

However, let’s say you receive a report indicating that you delivered only 12 ads lasting 30 seconds each. In this case, your Sell Through Rate would be 80% (12 out of 15 ads were delivered).

The Significance of Sell Through Rate

For FAST channels, Sell Through Rate is a straightforward calculation that assesses and monitors your revenue performance. It also ensures that you are measuring the actual available inventory, addressing a unique challenge in streaming media advertising that differs from display advertising.

Unlike display advertising, where all ad units are loaded when a page is accessed, streaming ads cannot be rendered until the viewer reaches that point in the video stream. Moreover, there’s no guarantee that the viewer will reach that point. This is why viewability is not as relevant in Connected TV (CTV) advertising. Given the scale of video streaming, technology providers heavily rely on caching strategies, employing a standard like VMAP. VMAP functions like a Spotify playlist: a single play request returns a full list of ads for viewers to engage with at their discretion.

Excluding ad opportunities from the final sell through rate

In our earlier example, a 2-hour video stream with 10 ad breaks theoretically contains 50 ads. If we measure using these 50 ads, our Sell Through Rate drops dramatically from 80% to 19%.

However, since the viewer only watched 3 ad breaks, the remaining 7 ad breaks go unrendered and unsellable, thus excluded from the Sell Through Rate calculation. That’s it.

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In recent years, the television industry has witnessed a significant transformation driven by the convergence of Connected TV (CTV) and Free Ad-Supported Television (FAST) platforms. This convergence has reshaped how audiences consume content, disrupted traditional broadcasting models, and opened up new avenues for content creators and advertisers alike.

Understanding CTV and FAST:

1. Connected TV (CTV): CTV refers to televisions that are connected to the internet, enabling users to stream content through apps and platforms. Unlike traditional linear TV, CTV allows viewers to access on-demand content from streaming services like Netflix, Hulu, Amazon Prime Video, and more. CTV has gained immense popularity due to its convenience, wide variety of content options, and personalized viewing experiences.
2. Free Ad-Supported Television (FAST): FAST platforms provide viewers with free access to a range of content, supported by advertisements. These platforms replicate the traditional TV experience by offering channels with scheduled programming, often including movies, TV shows, news, sports, and more. Popular FAST services include Pluto TV, Tubi, Crackle, and XUMO.

The Convergence:

The convergence of CTV and FAST represents a shift in how audiences engage with television content. Here’s how these two trends are merging to create a new era in streaming:

1. Hybrid Platforms: Some streaming services are adopting hybrid models, combining the best of CTV and FAST. This approach provides both on-demand content libraries and linear-like channels, giving viewers a diverse range of choices. This convergence caters to audiences seeking curated programming while retaining the flexibility of on-demand streaming.
2. Expanded Content Reach: The fusion of CTV and FAST allows content creators to expand their reach. While CTV brings high-quality, premium content, FAST platforms provide an avenue for lesser-known creators to showcase their work to a broader audience. This convergence democratizes content distribution, allowing for a more inclusive entertainment landscape.
3. Advertising Opportunities: Advertisers are increasingly drawn to the CTV and FAST convergence due to the potential to target audiences more effectively. With advanced targeting capabilities and data-driven insights, advertisers can deliver tailored ads to viewers, enhancing the advertising experience and increasing engagement.
4. Monetization: Content creators can benefit from the convergence by reaching audiences on both CTV and FAST platforms. They can monetize their content through advertising revenue-sharing models, subscriptions, or a combination of both. This diverse revenue stream contributes to a sustainable content ecosystem.

Challenges and Future Outlook:

While the convergence of CTV and FAST offers numerous advantages, it also presents challenges. The competition for viewer attention is fierce, and maintaining a balance between ads and content quality is essential to prevent viewer attrition.

Looking ahead, the convergence is likely to continue shaping the television landscape. We can anticipate more partnerships between traditional networks and streaming platforms, the emergence of innovative content formats, and advancements in data analytics for better content recommendation and ad targeting.

In conclusion, the convergence of Connected TV and Free Ad-Supported Television marks a pivotal moment in the entertainment industry. Audiences now enjoy a more personalized, diverse, and accessible content experience, while content creators and advertisers have new opportunities for growth. As technology advances and consumer preferences evolve, the CTV and FAST convergence will undoubtedly remain a driving force in shaping the future of television.

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