Why FAST is Media Buyers’ Next Big Strategic Investment

MelinaJanuary 19, 2025

1 4 minutes read

FAST (Free Ad-Supported TV) is nothing new at this point. It’s an acronym that describes a newer type of free, ad-supported streaming video that is linearly scheduled with joined content usually in progress. Content is displayed via a program guide similar to an old-fashioned TV guide or cable guide listing.

The element of nostalgia and the ease of choosing what to watch is undoubtedly a key part of FAST’s consumer appeal. Many leading companies like Tubu, Pluto TV, and Samsung TV Plus have built their audiences through free streaming, both fast and on-demand.

Fast: from nostalgia to necessity

In its early days, FAST was better known as a place where content owners found smaller audiences for their existing IP. Single service channels such as “Deal or no deal“”I love Lucy“,” and “Jamie Oliver Channel“These are just three examples of channels that occupy the same IP 24/7. What these channels have in common is that they feature evergreen content dating back several years or decades.

But today, FAST is a powerful and diverse mix of live news, TV drama, sitcoms, sports and music. News, specifically, is a rapidly growing component of FAST. According to a Samsung report, there were 333 news channels available on FAST services as of November 2023.

Like the channels mentioned above, the first generation of news channels focused primarily on permanent content such as documentaries and profiles. But now that major players are getting into the game, there’s a wave of high-quality news channels that wouldn’t look out of place on linear or broadcast channels.

according to SamsungLive news accounts for 69% of all FAST news channels.

Why FAST is important for advertisers

FAST represents a rare combination of high-quality reach, cost-effectiveness, and actionable data for media buyers. Here are three main reasons why FAST is indispensable:

Cost efficiency: FAST offers lower CPMs than premium subscription services like Netflix or Disney+. Media buyers can target the same high-value audiences for a fraction of the cost, making it an attractive option for campaigns with limited budgets.
Reach a wide audience: FAST bridges the gap between cord cutters and traditional TV viewers. It appeals to younger digital audiences and older demographics who may still rely on linear TV but are exploring new, free content options on their smart TVs.
Enhanced data and insights: FAST platforms eagerly cooperate with advertisers, often providing detailed viewer metadata. This data allows for more accurate audience targeting and performance measurement, opening up opportunities to better optimize the campaign.

What media buyers need to do

Media buyers should approach FAST with a thoughtful strategy to get the most out of FAST. Here are three essential steps to success:

Have a measurement strategy: FAST’s growth comes with fragmented measurement standards. Media buyers should collaborate with partners to set clear metrics, such as completion rates and incremental reach, and use tools like audience attribution and cross-platform tracking to link FAST performance to broader campaign goals.
Use DSP targeting but test deal IDs: DSPs are essential for targeting via first-party data, but deal IDs—pre-negotiated programmatic agreements—provide access to premium inventory. Testing both methods ensures optimal access and efficiency.
Matching your campaign strategy: Success at FAST depends on aligning inventory with campaign objectives. Broad channels work best for awareness, while niche channels may lead to better engagement and conversion for performance-focused campaigns. Customize channel selection to fit your brand message.

The future of FAST: a long-term play

FAST is more than just a short-term trend; It is the cornerstone of the future media landscape. As more major players like Roku, Amazon, and Google expand their FAST offerings, the ecosystem will become more competitive and evolving. For media buyers, this means both challenges and opportunities: staying on top of new platforms and features, experimenting with innovative formats, and constantly improving strategies to stay ahead.

But beyond its technical and tactical appeal, FAST holds a deeper promise. It democratizes access to high-quality content, allowing brands to connect with audiences in moments of true engagement. For media buyers, it’s an opportunity to embrace the best of traditional TV while benefiting from the accuracy and speed of digital advertising.

Now is the time to invest in FAST. With the right approach, this is not only an opportunity for immediate ROI, but a path to shaping the future of media buying.

[Editor’s note: This is a contributed article from Lemma. Streaming Media accepts vendor bylines based solely on their value to our readers.]

Artificial Intelligence: The secret weapon for fast channels competing in a crowded marketplace

The free-to-air ad-supported TV (FAST) landscape has changed dramatically in the past 12 months. The market, which had previously been dominated by niche content providers, has seen a surge in activity from major studios and broadcasters. This influx of premium programming has brought a new level of competition, forcing FAST channels to adapt and improve their offerings to stay afloat.

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