By Alexandra Ong, Director, Business Development, EMEA at Magnite
As consumer viewing habits shift, so too must advertisers’ strategies. Today’s audiences are increasingly drawn to streaming TV due to its flexibility and expansive content offerings. A growing number of consumers are also embracing ad-supported models in exchange for reduced or no subscription fees. This trend is fueling a major transformation in the streaming landscape.
While key players like Amazon, Disney+, and Netflix have all introduced ad-supported tiers to meet this consumer demand, there’s another platform that consumers are flocking to for viewing experiences, and advertisers could be missing out if they don’t act FAST.
FAST: The growth engine of streaming
The popularity of free ad-supported streaming TV (FAST) services is growing rapidly in the UK, where 15% of viewers are already watching FAST channels. FAST channels combine the lean-back experience of television with the dynamic, data-driven capabilities of digital, offering a new and measurable way for brands to connect with highly engaged audiences. What’s more, ad revenues are expected to quadruple by 2027, underscoring the growing importance of FASTs within the broader media mix.
Niche audiences and premium content deliver results
One of the most compelling aspects of FAST is its broad appeal. Viewers are drawn to both its broadcast-quality, premium nature and specialised content that reflects their specific interests. Advertisers have a real opportunity to speak directly to these engaged audiences as part of their media mix, but a need remains to educate buyers on how integrating FAST channels into their overall media mix can enhance reach, engagement, and effectiveness.
FASTs offer media owners and broadcasters more opportunities to monetise their content effectively, while providing advertisers an avenue to connect with passionate audiences in a meaningful way. Football’s global governing body FIFA, for example, is now using its own FIFA+ platform to bring prior matches to audiences, aligning perfectly with the growing demand for live sports content.
Many media owners also produce their content in-house, offering advertisers custom solutions that integrate their brands directly into the shows or programming. This allows brands to reach engaged audiences in a more immersive environment. Advertisers with an eye on capturing these audiences should be considering how to leverage specialist FAST channels as a valuable component of their wider streaming strategy.
How to make FAST work for your brand
Incorporating FAST channels into a campaign allows advertisers to take an audience-based approach to buying. Marketers can use behavioural and viewing data to reach the right viewers with precision and relevance. If you are exploring FAST for the first time, work with providers who offer robust insights into viewership data and measurement capabilities to help track, inform and refine future campaigns.
Creative relevance is equally critical. To truly resonate with audiences, it’s important to align brand messaging with the appropriate content and context in which it appears. Building a flexible library of creative assets tailored to different genres, tones, and audience mindsets enables brands to deliver more relevant messaging across a wide range of FAST content environments. This strategic flexibility helps ensure ads feel integrated and ultimately enhances impact.
Another important factor to manage carefully is ad frequency. Help mitigate ad fatigue and level up the viewer experience by managing frequency to ensure ads aren’t overexposed to your target audiences.
FAST forward
In an increasingly crowded streaming landscape, FAST offers advertisers a rare combination of scale, affordability, and precision.
At a time when audience engagement is paramount, advertisers who broaden their focus beyond top-tier streaming services stand much to win. Brands that don’t overlook FAST channels, can ensure their messages reach loyal, engaged audiences, boosting brand affinity and impact.
