""If you have TV and digital on your plan, this is a different space to both... there's space for this medium to get a budget as well, because it offers something different," according to Faisal Karmali, vice-president of digital business operations at CNN, as he urged marketers at The Drum Live to think of free ad-supported streaming TV (FAST) as a medium in its own right, and not a bolt-on."
"Marketers get the 'best of both worlds' FAST isn't just 'TV light' or 'digital plus'. It delivers the reach and presence of TV with the targeting and measurability of digital. "It's the best parts of digital on the big screen in the home," said Holder. For brands with smaller budgets, that opens up sports and news environments that were once out of reach."
FAST functions as its own advertising medium, distinct from traditional TV and pure digital. FAST combines TV-scale reach and presence on the big screen with digital-style targeting and measurability. FAST enables smaller-budget advertisers to access sports and news environments previously out of reach. Audiences for FAST are growing and shifting, with traditional viewers and audio listeners increasingly consuming video. Brand trust and reputation travel across FAST, reinforcing credibility and discoverability. Live and real-time events continue to drive strong audience engagement on FAST platforms, making live content a strategic priority for advertisers.
Read at The Drum
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