Introduction to F.A.S.T.
Today's consumers have more options than ever to watch their favourite TV content. Among the latest and most exciting is Free Ad-Supported Streaming Television, or F.A.S.T., a type of over-the-top (OTT) service. Platforms like XUMO, Tubi, Pluto TV, and others are delivering a wide array of content, from news and entertainment to sports, in a format that mirrors the traditional linear TV experience. What's more, these services are often integrated directly into the interfaces of smart TVs, making them easily accessible to viewers.
Why F.A.S.T. is Capturing Audience Attention
Surprisingly, 6 out of 10 households with a connected TV are turning to this cost-free, user-friendly option as one of their go-to choices for watching TV. Unlike linear TV or paid streaming services, F.A.S.T. requires no subscriptions or login credentials, offering a seamless experience on the big screen.
The Role of F.A.S.T. in a Modern Media Strategy
As the popularity of F.A.S.T. continues to grow, advertisers should consider how these platforms can enhance their video strategies. While F.A.S.T. is not a replacement for traditional TV, it serves as a valuable complement. Our research indicates that streaming advertising, including F.A.S.T. and other forms, should comprise around 20-30% of the overall budget for multi-screen campaigns to maximize reach and effectiveness.
F.A.S.T.: The New Opportunity for Targeted Advertising
Beyond just being a budget-friendly alternative, F.A.S.T. appeals to a broad demographic, including younger audiences who are more likely to "cut the cord" on traditional TV subscriptions. These viewers appreciate the ease of access, the diversity of content, and the ability to discover new channels that cater to niche interests. This creates a fertile ground for advertisers to reach engaged audiences in a lean-back environment where they are more likely to absorb brand messages.
Moreover, F.A.S.T. platforms offer unique opportunities for brands to experiment with targeted advertising, leveraging data-driven insights to reach specific audience segments with precision. The ability to deliver ads in a contextually relevant manner, within content that viewers are actively choosing to watch, enhances the effectiveness of ad placements and drives higher engagement rates.
Combining Traditional TV with F.A.S.T. for Maximum Impact
The integration of F.A.S.T. into a comprehensive media strategy allows advertisers to tap into the best of both worlds—the broad reach and established trust of traditional TV, combined with the flexibility and targeting capabilities of digital platforms. As F.A.S.T. continues to carve out its space in the media landscape, it’s clear that it represents not just a trend, but a significant evolution in how consumers engage with television content.
Interested in exploring this dynamic marketing channel further? Download our latest Targetoo F.A.S.T Report (TFR) here.