Brand Marketing in the Fast Channel Space: Keeping Up with the Content Curve

Every day, more and more consumers are cutting the cord from cable.  And in turn, content distributors are launching free ad-supported TV (FAST) channels, a type of streaming television. However, unlike traditional pay TV (think DirecTV) or even that of a subscription service (a la Hulu or Paramount+) FAST channels are available at no cost to the viewer and come with the understanding that ads will be shown while watching FAST channel content.

The FAST Channel Ecosystem

There are multiple layers when it comes to the FAST ecosystem. It is comprised of three categories:

• FAST channels that are owned by device manufacturers, such as Samsung, Vizio, LG, and the like. 

• FAST channels that fall under the umbrella of a major media company, like Paramount’s Pluto TV, Fox’s Tubi, Roku and Comcast’s Xumo.

• FAST channels that are completely independent in nature—think Plex and Crackle, which are owned by Chicken Soup for the Soul Entertainment.

No matter where the FAST channel exists in the overarching ecosystem, there is a constant… namely, that the viewer is able to access television content via an Internet connected television or device (CTV). By offering free access to a plethora of TV channels and different types of programming, FAST service providers are able to provide an affordable and compelling alternative to that of traditional cable TV without also having to pay for an app-based subscription service. 

A Significant Opportunity for Brands

FAST channels present a considerable advertising opportunity for brands in all industries, especially when looking to reach a large and engaged audience with targeted messaging.  According to Statistica, FAST channel advertising spend in the United States is projected to reach $6 billion by the time 2025 rolls around. This is “an increase of about $3.5 billion USD compared with the estimate completed in 2021.” Additionally, the number of households using FAST services in the U.S. is anticipated to encompass nearly 100 million households—that’s certainly no drop in the bucket!

Now, while different services offer varied kinds of advertising opportunities, the majority of FAST channels provide brands with a range of ad formats and targeting options, which can be customized to meet individual advertiser’s needs.

And some other perks? Think about this:

FAST offers the ability to reach a large and growing audience. 

• A brand can target specific audiences based on a range of demographic and geographic data—meaning the right people with the right message at the right time. This maximizes advertising spend. 

• FAST offers a mix of traditional TV-style ads as well as more targeted and interactive ad formats, i.e., overlay ads on top of content  or targeted ads based on a user’s behavior, search history, or other interests.

• FAST is more cost effective—both from the viewer’s standpoint because they don’t have to take out yet another subscription and from the brand’s standpoint as the cost for ad impressions is significantly less.

FAST channels let brands reach consumers in a media landscape that has become increasingly fragmented and complex.

How Pitch 5 Productions Can Help Brands

At this moment, we’re seeing a huge range in the quality of the content being shown on these channels. From the programming to the advertising, there is some premium content and other clearly repurposed content that misses the mark for what viewers are looking for.

With such great innovations in the targeting of audiences and so many channels offering niche and thematic programming, there is a huge opportunity for brands to create personalized, relevant advertising for audiences and ditch their usual way of thinking about TVCs.

With endless opportunities to test and learn, Brands need a nimble production partner who can bring content to life efficiently and reliably. They need a partner who will be part of this iterative process with them and not nickel and dime them for every version, tag or update.

If you’re a Brand looking for a production partner who is ready to bring your brand message to the expanding range of FAST channels and their rapidly growing and diverse audiences, let us know! Pitch 5 Productions would love to help.

And Introducing… Pitch 5 Media!

We are also proud to announce the launch of Pitch 5 Media. Leveraging decades of show development and production experience, we will be launching a portfolio of FAST channels from the world’s leading Talent and Creators.

Our first channel is The Homestyle Channel launching this May! We will focus on a new take of “home” programming of various lengths. We will be offering advertisers premium opportunities (ads. branded content, interstitials, etc.) to bring their messaging to these valuable audiences.

Check out the sizzle and get ready for more FAST channels and ways premium opportunities for advertisers! www.TheHomeStyleChannel.com.