channels stream ad-supported, scheduled programming to a large audience, while AVOD platforms provide individual viewing sessions where a customer can choose what content they would like to watch. It’s important to understand the difference between FAST and
AVOD, as the audiences are different and consequently the advertising will change. For FAST channels, it needs to be applicable to a large audience, whereas AVOD ads can be personalised to the customer. ROB GAMBINO: For me, FAST encompasses AVOD. Nothing in the acronym says FAST has to be linear, but that’s often the differentiation that’s made – FAST is linear, while AVOD is file. There are important technical distinctions to be made about what’s possible with file versus
linear delivery, but even those will start to disappear as FAST channels become more personalised and operate less on a rigid schedule. I think the most interesting thing we’re seeing in AVOD that you can’t quite do with linear yet is variable ad pod sizes. You can start viewers off with a relatively light load that increases as they continue watching. Most other innovations we’re seeing – in content ad placement, smaller ads and optimising for revenue per second instead of CPM – those are all possible with linear.
“MOST INNOVATIONS IN ADS ARE POSSIBLE WITH LINEAR PROGRAMMING”
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