What's Happening?
CNN's vice-president of digital business operations, Faisal Karmali, has urged marketers to consider free ad-supported streaming TV (FAST) as a unique medium rather than a supplement to traditional TV and digital platforms. During The Drum Live event, Karmali highlighted FAST's ability to deliver the reach and presence of TV with the targeting and measurability of digital. The platform is gaining popularity among brands with smaller budgets, offering access to sports and news environments previously out of reach. FAST channels are evolving rapidly, with thousands live globally, including over 800 on LG channels in the top five European markets.
Why It's Important?
The rise of FAST channels represents a significant shift in the media landscape, providing advertisers with new opportunities to reach audiences in a fragmented streaming environment. By combining the strengths of TV and digital, FAST offers a compelling option for brands seeking unduplicated reach at optimal frequency. This development could lead to increased investment in FAST channels, driving innovation and competition in the streaming industry.
What's Next?
As FAST channels continue to grow, legacy broadcasters like CNN and TalkSport are expected to innovate further without losing their roots. Advertisers are likely to allocate more budget to FAST, recognizing its potential to deliver unique value. The expansion of FAST channels globally could lead to new partnerships and collaborations, enhancing content offerings and audience engagement.
Beyond the Headlines
The cultural implications of FAST channels include the democratization of content access, allowing smaller brands to compete in premium environments. Additionally, the ethical considerations of ad-supported streaming involve ensuring transparency and trust in advertising practices, maintaining a safe space for information.
