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
In the world of Free Ad-Supported TV (FAST), a critical component for providers to prioritize is establishing a streamlined ad tech stack. This entails integrating systems for sales, campaigns, and reporting that seamlessly complement their existing channels. Centralizing media sales across various platforms is key to minimizing obstacles and simplifying processes, but lacks with new niche FAST Channels.
Multiple Channels, one ad stack partner
Many broadcasters distribute content across multiple channels, including broadcast and digital platforms, necessitating a unified product approach. Offering advertisers a single insertion order (IO) for cross-channel purchases, along with robust measurement and optimization capabilities throughout campaigns, is essential. Additionally, effective pricing and packaging strategies for inventory further bolster the long-term success prospects of FAST providers.
