There’s no denying the dominance of subscription-based OTT platforms like Netflix and Amazon Prime. The convenience of watching shows and movies on demand is the new normal, but does that mean Free Ad-Supported Streaming Television (FAST) has lost its glory?
Probably not. Many households still enjoy free, ad-supported television, but FAST needs to offer more to compete with subscription-based models. Here’s why personalized TV experiences can help it do so or even win.
There’s Room to Do More
The notion that FAST is considered a non-premium option is simply a misconception. Besides those who’ve already experienced ad-supported television as a mainstream video consumption method, millennials and Gen Z also lean towards FAST.
The general fatigue from dozens of subscriptions, the freedom to passively enjoy content without worrying about choices, and one less worry about monthly TV bills—all these are far from ‘non-premium.’ However, where subscriptions win is flexibility, and that’s precisely where FAST needs to focus.
Aligning Ads and Content Streams with Viewer Interests
Personalizing the TV experience is key to rallying users toward FAST. Here are some strategies on how this can be implemented:
1. Personalized Ads
Ad-supported streaming is on the rise, as is evident. Now, advertisers have a stellar opportunity to amplify reach and connect with previously unreachable viewers. But their ad expectations have also evolved, meaning traditional ones won’t cut it.
Dynamic Ad Insertion (DAI) needs to be the way to go. It enables impactful advertising on ad-supported channels by doing the following.
- Creating comprehensive and accurate user profiles for intelligent insertion via data gathering and analysis.
- Striking the right balance between ad duration, frequency, and profits through frequency caps and strategic ad breaks.
- A scalable and reliable infrastructure that inserts ads smoothly.
2. Using Interactive Ads
Typically, online video ads are of four kinds.
- Pre-roll ads for building brand awareness
- Mid-roll ads for longer messaging, similar to television commercials
- Pause ads for catching the viewer’s attention
- Post-roll ads for prompting viewers to take a specific action
However, FAST channels must also bring in shoppable and interactive ads for a more personalized experience, enjoying a higher click-through rate than usual.
3. Personalized Content Recommendations
FAST mostly mimics traditional TV experiences, and that needs to change. Interactive features must take the lead, meaning personalized recommendations that viewers will likely be interested in. Analyzing viewer behavior, content metadata, and first-party data can make this possible.
This will yield significant benefits, like keeping viewers engaged longer, leading to higher viewing hours, overall video consumption, and ad revenue for FAST providers.
4. Regional Personalization
When you spot something on your TV that hits home, few things can feel as beautiful. A content strategy that personalizes different versions of the same FAST channel, based on a viewer’s location and content interests, is primed for success.
This will also enable targeted advertising based on demographics and geographies for varying viewer groups. This is especially lucrative for genres like sports content, where the content differs massively across regions, resulting in a higher scope for personalization.
5. Leveraging Generative AI
Generative AI is all the rage right now, and service providers must harness its potential for personalizing FAST channels. Here’s how this can help.
- Building personalized programming schedules for viewers based on data points like their behavior, preferences, and feedback.
- Ensuring TV ads align well with the current content being fed to viewers. This can be done through quick data analysis and dynamically adapting to evolving viewer context.
- Detecting data anomalies, such as changes in video or image consumption, to identify potential irregularities in FAST video streams and adjust accordingly.
Generative AI has the potential to transform TV experiences for FAST viewers. It can offer a more immersive and satisfying experience through personalized content tailored to each user, translating into better, more profitable ad strategies for service providers. However, such technologies must be deployed cautiously to avoid overwhelming users or violating their preferences.
Final Thoughts
While the subscription TV model has been winning so far, the evolving technology arena can breathe new life into ad-supported TV channels. Given how FAST is already returning to the viewership landscape, implementing modern technology and offering personalized experiences will bolster this move and restore FAST to its former glory.