No, unfortunately, it's not an app that moves quicker than other streaming apps!
A FAST Channel is an app that is free to customers and supported 100% by advertising dollars. Some good examples are Pluto (owned by Paramount), Tubi (owned by FOX) and FreeVee (owned by Amazon).
FAST channels typically have a deep library of content including old syndicated shows.
Because many of these channels are owned by studios, they are able to put their library of content up without huge licensing fees. The rise of FAST channels has been detrimental to companies like Netflix who used to be able to license content from studios.
These channels are among the fastest growing apps in the streaming world. Consumers are doing the math on how much they're paying for a growing list of apps, and opting to reduce costs by watching more ad-supported content.
The great thing about FAST channels for advertisers is that they have plentiful inventory and it’s often more cost efficient than other streaming advertising channels.
The con to advertising on a FAST channel is that the ad breaks can be longer than other ad-supported channels. For example, Hulu breaks are usually one to two minutes long. Conversely, Pluto ad breaks are often three minutes long. So advertisers on FAST channels are in the middle of more ad clutter than premium apps.
Another downside to FAST channel advertising is if your digital buyer isn’t frequency capping your buy. We’ve all been the victim of seeing the same insurance or car commercial every 10 minutes for hours. That’s due to frequency capping issues. More premium apps utilize frequency capping, especially when buying direct.
If you are interested in streaming advertising, it’s important to work with a buyer who understands the streaming landscape and reduces the “downsides” of FAST channels. This can be achieved through frequency capping and inventory management. FAST channels deserve a place in your strategy, but have to be contained in a buy that includes app diversity.
If you are interested in streaming advertising, let’s talk!