{"id":226556,"date":"2024-10-14T14:28:04","date_gmt":"2024-10-14T14:28:04","guid":{"rendered":"https:\/\/smithfieldagency.com\/?p=226556"},"modified":"2024-10-14T14:28:16","modified_gmt":"2024-10-14T14:28:16","slug":"the-rise-of-fast-tv-everything-advertisers-need-to-know","status":"publish","type":"post","link":"https:\/\/smithfieldagency.com\/insights\/the-rise-of-fast-tv-everything-advertisers-need-to-know\/","title":{"rendered":"The rise of FAST TV: Everything advertisers need to know"},"content":{"rendered":"\n[et_pb_section][et_pb_row][et_pb_column type=”4_4″][et_pb_text]\n
\"\"<\/figure>\n\n\n\n

Free ad-supported television (FAST) continues to grow at pace as more of us connect our TV directly to the internet. Over the past decade UK smart TV ownership has jumped from 11% to 74%<\/a>, paving the way for dozens of new linear channels to be launched. Samsung TV plus in the UK carries over 100 FAST channels, for example. So, who\u2019s watching and what are the opportunities for advertisers?<\/p>\n\n\n\n

Changing channels<\/strong><\/p>\n\n\n\n

The television landscape has undergone a seismic shift in recent years. From 4\/5 terrestrial channels in the 80\u2019s and 90\u2019s, to satellite (Sky), cable (Virgin Media) and DTT (Freeview), there\u2019s been an explosion of choice. Connect a box to your arial, dish or cabled street and get access to hundreds more (mostly subscription) channels. But times are changing, fast. Cord-cutting is putting pressure on pay tv operators like never before as a combination of free FAST channels and streaming services, negate the need for a separate box connected to your TV. Public service broadcasters (BBC, ITV, Channel 4 and Channel 5) have also jumped on the trend, launching Freely \u2013 a new streaming service<\/a> for smart TV\u2019s, meaning that you\u2019ll no longer have to use each individual broadcaster\u2019s apps separately \u2013 essentially, everything is built into your internet connected smart TV.<\/p>\n\n\n\n

<\/p>\n\n\n\n

\n
\n
\n
\n
\n

<\/strong><\/p>\n\n\n\n

New UK TV terminology:<\/strong><\/p>\n\n\n\n

AVOD – Advertising-based Video on Demand<\/strong><\/p>\n\n\n\n

Examples: Freevee, Pluto TV, Samsung TV Plus<\/p>\n\n\n\n

BVOD – Broadcaster Video on Demand<\/strong><\/p>\n\n\n\n

Examples: BBC iPlayer, ITVX, C4, U<\/p>\n\n\n\n

FAST TV – Free Ad-Supported Television<\/strong><\/p>\n\n\n\n

Examples: Samsung TV Plus, Rakuten TV, Virgin Media<\/p>\n\n\n\n

SVOD (Subscription Video on Demand)<\/strong><\/p>\n\n\n\n

Examples: Netflix, Amazon Prime, Disney+<\/p>\n\n\n\n

<\/p>\n<\/div>\n\n\n\n

\n

What this means for advertisers<\/strong><\/p>\n\n\n\n

We\u2019ve already covered the benefits of using connected TV (CTV) in an earlier blog post<\/a> \u2013 advertising on BVOD and SVOD streaming apps \u2013 but FAST TV channels are adding additional opportunities for advertisers through a combination of AVOD and linear FAST channels. Virgin Media, for example, offers over a dozen FAST channels including History Hunters and U&LAUGHS. They\u2019re streamed via the internet but provide a continuous programming schedule, similar to traditional broadcast channels.<\/p>\n\n\n\n

Who\u2019s watching?<\/strong><\/p>\n\n\n\n

One of the key questions advertisers might ask is: who exactly is watching? <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/p>\n\n\n\n

The answer may well surprise you. In the UK there were 16.8 million users in 2023<\/a> with revenue projected to reach \u00a3406 million by 2027, making it the second-largest market globally after the US.<\/p>\n\n\n\n

While SVOD still maintains the biggest scale, time on FAST and AVOD has seen the most growth according to Samsung Ads, who\u2019s 2023 report<\/a> found that:<\/p>\n\n\n\n

\u201cIn many ways we have gone full circle where once again the TV landscape has a mix of free and paid for content, alongside on-demand as well as linear scheduled.\u201d<\/em><\/p>\n\n\n\n

Why are they watching?<\/strong><\/p>\n\n\n\n

The appeal lies in its simplicity – no subscription fees, no sign-ups, just free content on Your Smart TV. The success of these new services is perhaps unsurprising when you delve into Deloitte Insight\u2019s Digital Media Trends<\/a> report which revealed 44% of UK consumers preferred 12 minutes of ads per hour and no monthly subscription, ahead of 39% who preferred to pay \u00a310 for no ads. This increases to 57% for Gen Z and 62% for millennials, something Samsung Ads also discovered in their research, which found that their FAST audience profile greatly over indexed 18\u201324-year-olds.<\/p>\n\n\n\n

The Opportunities for Advertisers<\/strong><\/p>\n\n\n\n

\n
\n

 Sarah Coften, Head of Innovation and Digital Strategy at Smithfield, shares:<\/strong><\/p>\n\n\n\n

“FAST TV offers an incredible opportunity for brands to connect with their audiences in a more streamlined and cost-effective way. The lower barrier to entry makes it accessible to advertisers with modest budgets, allowing them to tap into highly engaged audiences with precision targeting. <\/em><\/p>\n<\/blockquote>\n\n\n\n

<\/p>\n\n\n\n

\n

At Smithfield, we\u2019re excited to leverage advanced data and attribution models to help our clients navigate this evolving TV landscape. Whether you’re looking to increase brand awareness or drive conversions through the funnel, FAST TV is reshaping how advertisers can achieve impactful results with greater flexibility and reach.”<\/em><\/p>\n<\/blockquote>\n<\/blockquote>\n\n\n\n

The future of TV<\/strong><\/p>\n\n\n\n

Given the proliferation of screens and social platforms in our lives, it can sometimes feel like the grey box in the corner of our living room is something of a relic, however FAST TV proves there\u2019s still plenty of life in the gogglebox left \u2013 it just needs to be approached differently.<\/p>\n\n\n\n

To learn more about how Smithfield can help your business navigate the new world of television, please contact us today.<\/a><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

Free ad-supported television (FAST) is revolutionising the TV landscape, driven by the widespread adoption of smart TVs in the UK which have skyrocketed from 11% to 74% over the past decade. Here’s why you should consider reaching new audiences through this innovative channel as the TV ecosystem evolves.<\/p>\n","protected":false},"author":20,"featured_media":226557,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n

\"\"<\/figure>\n\n\n\n

Free ad-supported television (FAST) continues to grow at pace as more of us connect our TV directly to the internet. Over the past decade UK smart TV ownership has jumped from 11% to 74%<\/a>, paving the way for dozens of new linear channels to be launched. Samsung TV plus in the UK carries over 100 FAST channels, for example. So, who\u2019s watching and what are the opportunities for advertisers?<\/p>\n\n\n\n

Changing channels<\/strong><\/p>\n\n\n\n

The television landscape has undergone a seismic shift in recent years. From 4\/5 terrestrial channels in the 80\u2019s and 90\u2019s, to satellite (Sky), cable (Virgin Media) and DTT (Freeview), there\u2019s been an explosion of choice. Connect a box to your arial, dish or cabled street and get access to hundreds more (mostly subscription) channels. But times are changing, fast. Cord-cutting is putting pressure on pay tv operators like never before as a combination of free FAST channels and streaming services, negate the need for a separate box connected to your TV. Public service broadcasters (BBC, ITV, Channel 4 and Channel 5) have also jumped on the trend, launching Freely \u2013 a new streaming service<\/a> for smart TV\u2019s, meaning that you\u2019ll no longer have to use each individual broadcaster\u2019s apps separately \u2013 essentially, everything is built into your internet connected smart TV.<\/p>\n\n\n\n

<\/p>\n\n\n\n

\n
\n
\n
\n
\n

<\/strong><\/p>\n\n\n\n

New UK TV terminology:<\/strong><\/p>\n\n\n\n

AVOD - Advertising-based Video on Demand<\/strong><\/p>\n\n\n\n

Examples: Freevee, Pluto TV, Samsung TV Plus<\/p>\n\n\n\n

BVOD - Broadcaster Video on Demand<\/strong><\/p>\n\n\n\n

Examples: BBC iPlayer, ITVX, C4, U<\/p>\n\n\n\n

FAST TV - Free Ad-Supported Television<\/strong><\/p>\n\n\n\n

Examples: Samsung TV Plus, Rakuten TV, Virgin Media<\/p>\n\n\n\n

SVOD (Subscription Video on Demand)<\/strong><\/p>\n\n\n\n

Examples: Netflix, Amazon Prime, Disney+<\/p>\n\n\n\n

<\/p>\n<\/div>\n\n\n\n

\n

What this means for advertisers<\/strong><\/p>\n\n\n\n

We\u2019ve already covered the benefits of using connected TV (CTV) in an earlier blog post<\/a> \u2013 advertising on BVOD and SVOD streaming apps \u2013 but FAST TV channels are adding additional opportunities for advertisers through a combination of AVOD and linear FAST channels. Virgin Media, for example, offers over a dozen FAST channels including History Hunters and U&LAUGHS. They\u2019re streamed via the internet but provide a continuous programming schedule, similar to traditional broadcast channels.<\/p>\n\n\n\n

Who\u2019s watching?<\/strong><\/p>\n\n\n\n

One of the key questions advertisers might ask is: who exactly is watching? <\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n<\/div>\n\n\n\n

<\/p>\n\n\n\n

The answer may well surprise you. In the UK there were 16.8 million users in 2023<\/a> with revenue projected to reach \u00a3406 million by 2027, making it the second-largest market globally after the US.<\/p>\n\n\n\n

While SVOD still maintains the biggest scale, time on FAST and AVOD has seen the most growth according to Samsung Ads, who\u2019s 2023 report<\/a> found that:<\/p>\n\n\n\n

\u201cIn many ways we have gone full circle where once again the TV landscape has a mix of free and paid for content, alongside on-demand as well as linear scheduled.\u201d<\/em><\/p>\n\n\n\n

Why are they watching?<\/strong><\/p>\n\n\n\n

The appeal lies in its simplicity - no subscription fees, no sign-ups, just free content on Your Smart TV. The success of these new services is perhaps unsurprising when you delve into Deloitte Insight\u2019s Digital Media Trends<\/a> report which revealed 44% of UK consumers preferred 12 minutes of ads per hour and no monthly subscription, ahead of 39% who preferred to pay \u00a310 for no ads. This increases to 57% for Gen Z and 62% for millennials, something Samsung Ads also discovered in their research, which found that their FAST audience profile greatly over indexed 18\u201324-year-olds.<\/p>\n\n\n\n

The Opportunities for Advertisers<\/strong><\/p>\n\n\n\n

\n
\n

 Sarah Coften, Head of Innovation and Digital Strategy at Smithfield, shares:<\/strong><\/p>\n\n\n\n

\"FAST TV offers an incredible opportunity for brands to connect with their audiences in a more streamlined and cost-effective way. The lower barrier to entry makes it accessible to advertisers with modest budgets, allowing them to tap into highly engaged audiences with precision targeting. <\/em><\/p>\n<\/blockquote>\n\n\n\n

<\/p>\n\n\n\n

\n

At Smithfield, we\u2019re excited to leverage advanced data and attribution models to help our clients navigate this evolving TV landscape. Whether you're looking to increase brand awareness or drive conversions through the funnel, FAST TV is reshaping how advertisers can achieve impactful results with greater flexibility and reach.\"<\/em><\/p>\n<\/blockquote>\n<\/blockquote>\n\n\n\n

The future of TV<\/strong><\/p>\n\n\n\n

Given the proliferation of screens and social platforms in our lives, it can sometimes feel like the grey box in the corner of our living room is something of a relic, however FAST TV proves there\u2019s still plenty of life in the gogglebox left \u2013 it just needs to be approached differently.<\/p>\n\n\n\n

To learn more about how Smithfield can help your business navigate the new world of television, please contact us today.<\/a><\/p>\n","_et_gb_content_width":"","wds_primary_category":1,"footnotes":""},"categories":[1],"tags":[169,171,172,173],"class_list":["post-226556","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-fasttv","tag-smarttv","tag-streamingmedia","tag-tvadvertising-2"],"_links":{"self":[{"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/posts\/226556","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/comments?post=226556"}],"version-history":[{"count":15,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/posts\/226556\/revisions"}],"predecessor-version":[{"id":226587,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/posts\/226556\/revisions\/226587"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/media\/226557"}],"wp:attachment":[{"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/media?parent=226556"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/categories?post=226556"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smithfieldagency.com\/wp-json\/wp\/v2\/tags?post=226556"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}