see a swathe of dynamic and programmatic advertising within the FAST space.” PROGRESSIVE PROGRAMMING Programmatic advertising automates the complex and time- consuming process of buying ad space, explains Dembowski. “Rather than manually agreeing on a price, programmatic advertising uses technology to make inventory available, bid on that inventory and ultimately serve the ad that won the bid.” “In recent years, programmatic advertising has seen a massive increase in both inventory availability and marketing budgets,” comments Tanguy Van Ingelgom, CEO of Ted Jordan. “One of the main advantages is the minimum spend and scale. Previously, brands and marketing agencies had to book tens or hundreds of publishers one-to-one. With programmatic buying, smaller brands can appear on live television or VOD for their favourite shows or platforms on a much smaller budget, while targeting their chosen audience more effectively. For example, in France, using IP boxes for broadcaster TV (whether in segmented format or catch-up) allows targeting based on the owner of the IP box, their viewing habits, geolocation and more.” “One of programmatic advertising’s key advantages is real- time optimisation,” adds Smith. “These systems can adjust ad placements and bids on the fly based on performance metrics, viewer behaviour and contextual factors, maximising ROI.” SPOILT FOR CHOICE The array of FAST channels is broad and varied. “More than 250 local news stations in the US now offer their news feeds via FAST channels,” says Chris Ziemer, monetisation specialist for media and entertainment, games and sports at Amazon Web Services. “National news networks such as NBC, CBS and ABC have FAST offerings, and we’re seeing more FAST channels based on a single
show. We’re also seeing more curated channels featuring content tied to a specific theme, such as nature or true crime – for example, Unsolved Mysteries , Judy Justice , BBC Nature and Tastemade. Multi-genre FAST channels such as Ebony TV by Lionsgate are gaining traction, while movie studios and national sports leagues also continue to invest in FAST.” “In France, Endemol channels ( Star Academy , Secret Story and Masterchef ) are an excellent fit for FAST due to their rich and diverse content library, including popular reality TV shows, game shows and drama series with broad audience appeal,” points out Guille. “This allows Endemol to tap into the growing demand for free, high-quality entertainment while reusing old but still valuable content.” “Live news and sports are emerging as critical components in FAST, enabling media companies to grow digital audiences and revenue streams previously out of their reach, such as younger, FAST PLATFORMS ALLOW ADVERTISERS TO TRACK THE IMPACT OF CAMPAIGNS IN REAL TIME AND MAKE TWEAKS
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