What is a FAST Channel?

Origins of Fast Channels

The concept of Fast Channels (short for 'Free Ad-Supported Streaming Television') emerged in the United States as a response to the rapidly evolving media consumption habits of consumers. The decline in traditional television viewership and the rise of streaming services like Netflix and Amazon Prime paved the way for new advertising platforms to emerge. Platforms like Pluto TV, Tubi, and Xumo were pioneers who capitalised on this shift, offering viewers access to free content with ad support.

Fast Channels in the UK

Recognising the potential of Fast Channels, the UK media landscape began embracing this new advertising model, with broadcasters like Sky, ITV, and Channel 4 launching their ad-supported streaming platforms. These platforms not only offer a wide range of content, including live television, sports, and on-demand programming but also present advertisers with an opportunity to reach highly engaged, targeted audiences.

So why should advertisers be interested in Fast Channels?

Reach cord-cutters and cord-nevers

As an increasing number of consumers cut the cord on traditional television or never sign up for cable/satellite services in the first place, Fast Channels offers advertisers a way to reach these elusive audiences. These platforms can cater to a diverse demographic allowing advertisers and media agencies (like us), to tap into a wide range of viewers with varying interests and preferences.

Advanced targeting capabilities

Fast Channels take advantage of programmatic advertising and this allows advertisers to target their audience with greater granularity. It means that advertisers can serve relevant ads to the right viewers at the right time. This level of targeting should mean that ads resonate better with audiences, leading to higher engagement and conversion rates.

Greater ad viewability

The nature of Fast Channels means that viewers are more engaged with the content, resulting in higher ad viewability rates. Unlike traditional television, where viewers might change channels during commercial breaks, Fast Channels integrate ads seamlessly into the content, making it less likely for viewers to tune out. This increased ad viewability translates into better results for advertisers.

Cost-effective advertising

Whilst some broadcasters have minimum investment criteria, most Fast Channels offer a more cost-effective advertising solution compared to traditional television. The advanced targeting capabilities and higher ad viewability rates mean advertisers can achieve better results with a lower investment. This cost-effective approach enables brands to maximise their return on investment (ROI) and utilise their ad budgets more efficiently.

Flexibility and scalability

Fast Channels often provide simpler flexibility to test different ad creatives, formats, and messaging to identify the most effective strategies and creatives. This allows brands to optimise their campaigns continuously. Fast Channels can also easily scale to accommodate growing ad budgets and reach new audiences as more viewers adopt these platforms.

Some examples of FAST Channels

1. Pluto TV (owned by ViacomCBS) - Offering a diverse range of content, Pluto TV features channels dedicated to various genres such as movies, news, sports, comedy, and entertainment. Some of its popular channels include Pluto TV Movies, Pluto TV Comedy, Pluto TV Drama, and Pluto TV News.
2. ITVX (owned by ITV) - ITV's Fast Channels focus mainly on British content, offering popular shows and series from ITV's various channels. Genres include drama, comedy, reality, documentaries, and entertainment. Some popular shows include Coronation Street, Love Island, and Downton Abbey.
3. STV Player (owned by STV Group) - STV Player provides content from Scottish television, featuring a range of genres such as drama, comedy, entertainment, and news. Some of its popular programs include Taggart, Rebus, and Scotland Tonight.
4. Channel 4 - This service used to be called All 4 and it has since rebranded to Channel 4. It offers a vast selection of content from Channel 4, E4, More4, and Film4. Genres include drama, comedy, reality, documentaries, and films. Popular shows on All 4 include The Great British Bake Off, The IT Crowd, and Gogglebox.
5. My5 (owned by Channel 5) - My5 provides access to content from Channel 5, 5STAR, 5USA, and 5Select. The platform offers a mix of genres, including drama, documentaries, reality, and entertainment. Some notable shows include Neighbours, Home and Away, and The Gadget Show.
6. U (owned by BBC Studios) - U (formerly UKTV Play) features content from channels such as Dave, Yesterday, and Drama. The platform offers a variety of genres, including comedy, entertainment, history, and drama. Popular shows include Taskmaster, Red Dwarf, and Call the Midwife.

These Fast Channels showcase a wide range of content, ensuring that viewers in the UK have access to diverse programming that caters to their interests and preferences. As a result, advertisers can target audiences with more granularity, creating a more effective and impactful advertising experience.

As the popularity of Fast Channels continues to grow, advertisers and agencies must stay ahead of the curve and explore this new format to maximise reach and impact.

We believe that in time, Fast Channels will become a game-changer for TV advertising.