MARKETING
What Are Free Ad Supported TV (FAST) Streaming Services?
In a world saturated with streaming options, Free Ad-Supported TV (FAST) channels are carving out a unique space, bridging the gap between traditional linear TV and modern on-demand viewing. According to an eMarketer forecast, nearly a third of the U.S. population will be free ad-supported streaming TV (FAST) viewers by 2027, accounting for a total of 114.5 million viewers. A large part of that is because viewers get the best of both worlds – curated content with the convenience of streaming, all while keeping it free through targeted advertising.
Curious about how FAST channels work and which of these streaming platforms are making waves? In this post, we’ll explore the ins and outs of FAST Channels, drawing parallels with linear TV and spotlighting rising platforms that are reshaping our television experience.
What Are FAST Channels?
Free Ad-Supported TV (FAST) channels have become the latest buzz in the world of OTT advertising, offering viewers a unique blend of the familiar and the modern. Imagine a streaming service that mirrors the cable or traditional TV experience but comes with the perks of being free, accessible on your mobile device, and interspersed with commercial breaks.
Unlike subscription-based platforms like Hulu or Netflix, FAST channels follow a model where users can enjoy a variety of content without any upfront costs, relying on targeted advertising to fund the service. The distinguishing factor is the presentation – content is organized into channels, reminiscent of the linear TV approach. Users tune in to pre-set lineups, enjoying a mix of TV shows, movies, and news with scheduled ad breaks.
Diverse Content Offerings: TV Shows, Movies, and News
FAST channels bring a variety of content to viewers, ranging from TV shows and movies to news broadcasts. The majority of offerings might not boast blockbuster quality, often featuring older shows and films. However, the landscape is evolving, with more significant studios leasing content to FAST providers, expanding the variety and quality of available shows.
Accessing FAST Channels: Anytime, Anywhere
One of the appeals of FAST channels lies in their accessibility. These platforms usually exist as websites or apps, making them compatible with a wide array of devices. Whether you prefer watching on your mobile device, connected TV, streaming dongle, or computer, the flexibility is at your fingertips. While some FAST channels are exclusive to specific devices, others, like Tubi, can be accessed by anyone with an internet connection.
Example: Samsung TV Plus, exclusive to Samsung Smart TVs, contrasts with Tubi, which is accessible across devices with a simple app download.
Why Consumers Love FAST Channels
The love for FAST channels stems from their key attributes – they are free, often featuring shows viewers are already familiar with, and yet offer enough variety to help users discover new content. Another bonus is that, compared to many linear providers, the frequency of ads on FAST channels tends to be less intrusive, creating a more enjoyable viewing experience.
The Rapid Growth of FAST Channels
As the streaming advertising landscape continues to evolve, the growth of FAST channels is undeniable. With a model that aligns with changing consumer preferences and an increasing number of providers entering the scene, FAST channels are set to redefine how we consume content in the future.
FAST vs. AVOD
In the world of streaming, understanding the distinctions between Free Ad-Supported TV (FAST) and Ad-Supported Video on Demand (AVOD) is crucial. Let’s dive into the intricacies of each and see how they differ.
Understanding AVOD: Ad-Supported Video on Demand
Ad-Supported Video on Demand (AVOD) is a streaming model where users can pick and choose content from a library, enjoying it on-demand at their convenience. Unlike traditional cable or FAST channels, AVOD platforms give users the freedom to decide what to watch and when to watch it, all while being supported by advertisements.
FAST Channels: More Than Just On-Demand
On the flip side, Free Ad-Supported TV (FAST) channels bring a different flavor to the streaming experience. Rather than allowing users to handpick content on demand, FAST channels emulate the linear TV model. Users tune into specific channels featuring predetermined lineups, creating a more “channel-surfing” experience.
The Hybrid Model: Where FAST and AVOD Converge
Interestingly, some FAST streaming services seamlessly blend into the realm of Ad-Supported Video on Demand. Take Tubi, for instance. Tubi not only offers a live channel experience where viewers tune in to a continuous feed, but it also provides on-demand content, allowing users to select what they want to watch.
For example, Tubi features a dedicated channel offering a nonstop stream of old episodes of The Masked Singer, catering to those who enjoy a scheduled lineup but also want the freedom to choose specific content.
While the line between FAST and AVOD can blur with hybrid models, the key distinction lies in the level of control viewers have over their content selection. Whether you prefer the curated lineup of a live channel or the flexibility of on-demand content, the streaming landscape has options tailored to your preferences.
Examples of Free Ad Supported TV (FAST) Channels
There are a wide variety of FAST Channels available. Let’s dive into a few of the most popular and what they offer viewers.
1. Tubi
Tubi is a leading FAST platform, offering a diverse range of movies and TV shows for free with ad support. Acquired by Fox Corporation, Tubi has an extensive library, including popular titles, on-demand and classic content, making it a go-to for those seeking a wide variety without the subscription fee.
2. Pluto TV
Acquired by ViacomCBS, Pluto TV is a versatile FAST service with a unique twist. It provides a live TV-like experience, including on-demand viewing, organizing content into channels. With a broad range of genres and partnerships with major studios, Pluto TV offers an extensive array of free, ad-supported programming.
3. Roku Channel
Roku Channel, developed by the streaming device giant Roku, serves as a hub for various content. Offering a mix of movies, TV shows, and live news, it provides users with a seamless streaming experience on Roku devices, making it an attractive choice for Roku users seeking free, ad-supported content.
4. Freevee
Freevee is relatively new to the FAST landscape, offering a variety of channels with a focus on live linear programming. Positioned as a cost-effective alternative to traditional cable, Freevee delivers a curated selection of channels with ad support.
5. Samsung TV Plus
Samsung TV Plus, a service tied to Samsung Smart TVs, provides users with free access to live and on-demand content. With a mix of news, entertainment, and sports channels, Samsung TV Plus enhances the Smart TV experience for Samsung device users, supported by targeted advertising.
6. Google TV
Google TV incorporates a mix of both subscription and ad-supported content. While its subscription services compete with platforms like Netflix, the ad-supported side offers free movies and shows, complemented by personalized recommendations based on user preferences.
7. LG Channels
Exclusively available on LG Smart TVs, LG Channels provides users with a range of ad-supported channels spanning various genres. As part of the webOS platform, it enhances the LG TV viewing experience with a curated selection of free content.
8. Vizio WatchFree+
Vizio WatchFree+ is a FAST service embedded in Vizio SmartCast TVs, offering a mix of live channels and on-demand content. With a focus on providing a cable-like experience without the subscription cost, Vizio WatchFree+ is a noteworthy addition to the FAST lineup.
9. Xumo Play
Xumo Play offers a broad selection of live and on-demand content across genres. Acquired by Comcast, Xumo Play distinguishes itself with an easy-to-navigate interface and partnerships with major networks, providing users with an expansive range of free, ad-supported programming.
10. Vudu
Known for its digital video rental and purchase service, Vudu also features a free, ad-supported section. Offering a mix of movies and TV shows, Vudu’s ad-supported content provides users with additional options for streaming without a subscription fee.
What Do Marketers Need to Know About FAST?
In the rapidly evolving landscape of content consumption, advertising on Free Ad-Supported TV (FAST) channels emerges as a strategic avenue for marketers to connect with audiences in novel ways. Here’s a breakdown of why marketers should pay attention to FAST and what sets it apart:
Reach New Audiences
FAST channels present a unique opportunity for marketers to expand their reach and engage with audiences beyond traditional advertising channels. As a rising method of content consumption, FAST platforms attract diverse viewership, helping marketers tap into new demographics and markets.
Exploring Market Size
The market size of FAST TV is on a significant upward trajectory. With millions of users gravitating towards these platforms, marketers have the potential to reach a vast and growing audience. As budget-conscious consumers seek alternatives to rising subscription costs, FAST becomes an attractive space for advertisers to connect with viewers.
“The rise of FAST channels is undeniable. Nielsen’s latest data shows that Tubi alone has become larger in terms of audience time than premium networks such as Max and Paramount+; Tubi, Roku Channel, and Pluto combined outpace even Prime Video or Hulu. The model is working for viewers who want cheaper alternatives, for advertisers who want breadth of targeting and reach, and for platforms looking to challenge the incumbents. I expect that 2024 will see continued growth for these platforms, especially in terms of advertiser dollars, as this inventory can be a critical element of a successful full funnel integrated marketing campaign.”
Harry Browne, VP, Client Strategy & Analytics at Tinuiti
Targeting Niche Viewers
One of the unique strengths of advertising on FAST channels lies in the ability to target niche audiences with precision. Channels like the Gordon Ramsay or Top Gear channel on Tubi provide a tailored environment for marketers to showcase products and services directly related to the content. This laser-focused approach allows marketers to speak directly to their audience, enhancing the effectiveness of their campaigns.
Customizability
FAST channels offer marketers a customizable advertising experience, where prices and placements can vary significantly. This flexibility stands in contrast to the more rigid structures of traditional cable ad packages. The ability to tailor campaigns to specific budgets and target audiences allows marketers to optimize their strategies for maximum impact.
Rising Method of Content Consumption
As consumers increasingly seek cost-effective alternatives, FAST channels are witnessing a surge in popularity. Marketers should recognize this shift in content consumption patterns, adapting their strategies to align with the preferences of a growing audience on these platforms. By staying ahead of this trend, marketers can position their brands at the forefront of a changing media landscape.
Low Barrier to Entry
FAST platforms eliminate barriers to entry, making it easier for marketers to attract viewers without hefty customer acquisition and retention costs. This accessibility ensures that marketing budgets can be allocated more efficiently, focusing on creating compelling content and messaging rather than overcoming hurdles to entry.
Conclusion
Advertising on FAST channels is not just about embracing a trend; it’s about seizing a dynamic opportunity to engage with audiences in innovative ways. The benefits of expanded reach, customizable options, and the ability to connect with niche viewers make FAST a valuable addition to any marketer’s strategy. Interested in learning more about FAST Channels? Contact us today or check out our Streaming Services page for more information.
MARKETING
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In the summer of 2022, we first started hearing buzz around a new term: “Quiet quitting“.
MARKETING
Microsoft unveils a new small language model
Phi-3-Mini is the first in a family of small language models Microsoft plans to release over the coming weeks. Phi-3-Small and Phi-3-Medium are in the works. In contrast to large language models like OpenAI’s ChatGPT and Google’s Gemini, small language models are trained on much smaller datasets and are said to be much more affordable for users.
We are excited to introduce Phi-3, a family of open AI models developed by Microsoft. Phi-3 models are the most capable and cost-effective small language models (SLMs) available, outperforming models of the same size and next size up across a variety of language, reasoning, coding and math benchmarks.
What are they for? For one thing, the reduced size of this language model may make it suitable to run locally, for example as an app on a smartphone. Something the size of ChatGPT lives in the cloud and requires an internet connection for access.
While ChatGPT is said to have over a trillion parameters, Phi-3-Mini has only 3.8 billion. Sanjeev Bora, who works with genAI in the healthcare space, writes: “The number of parameters in a model usually dictates its size and complexity. Larger models with more parameters are generally more capable but come at the cost of increased computational requirements. The choice of size often depends on the specific problem being addressed.”
Phi-3-Mini was trained on a relatively small dataset of 3.3 trillion tokens — instances of human language expressed numerically. But that’s still a lot of tokens.
Why we care. While it is generally reported, and confirmed by Microsoft, that these SLMs will be much more affordable than the big LLMs, it’s hard to find exact details on the pricing. Nevertheless, taking the promise at face-value, one can imagine a democratization of genAI, making it available to very small businesses and sole proprietors.
We need to see what these models can do in practice, but it’s plausible that use cases like writing a marketing newsletter, coming up with email subject lines or drafting social media posts just don’t require the gigantic power of a LLM.
Dig deeper: How a non-profit farmers market is leveraging AI
MARKETING
Navigating the Video Marketing Maze: Short-Form vs. Long-Form
Are you torn between using long-form or short-form videos for your small business marketing campaign? Well, you are not alone. Despite 89% of consumers wanting to see more brand videos, there is no one-size-fits-all answer about the ideal video length.
However, this should not deter you from creating an effective video strategy. In 2023, people watched an average of 17 videos per day, highlighting the influence of video content in today’s digital landscape.
Both short-form and long-form videos offer unique advantages and come with their set of challenges. Join me as I uncover the benefits and limitations of each video format to help you make informed marketing decisions.
What are Short-Form Videos?
Short videos typically range from 30 seconds to less than 10 minutes long. They are popular on social media platforms like TikTok, Instagram, Snapchat, and YouTube.
Short-form videos deliver brief yet engaging messages that quickly capture the viewer’s attention. Here are some popular types of short-form video content.
- TikTok Challenges
- Instagram Reels
- Snapchat Stories
- YouTube Shorts
- Twitter Video Ads
Benefits of Short-Form Videos
A previously cited report shows that 39% of marketers find short-form videos, ranging from 30-60 seconds long, more successful. The same study reports that 44% of customers prefer watching a short video to learn about a brand’s offerings.
So, it is evident that short-form videos have their benefits. Let’s take a closer look at some of them.
Attention-Grabbing
Short-form videos capture attention quickly, making them ideal for the fast-scrolling nature of social media platforms. Your audience is more likely to watch them in their entirety compared to longer content.
Cost-Effective Production
Creating short-form videos requires less time and resources compared to longer videos. As a small business owner with a limited budget, using short-form videos can be cost-effective.
Increased Engagement
Short-form videos engage viewers due to their crisp and concise nature. This results in more likes, comments, and shares that boost your content’s visibility and increase brand awareness.
Integrating short-form videos into your influencer marketing campaigns can further amplify your reach to new and diverse audiences.
Highly Shareable
Short videos are highly shareable. This makes it more likely for your viewers to share them, increasing their virality.
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There are multiple benefits of adding video to your website including increased engagement, improved SEO, and enhanced user experience.
Limitations of Short-Form Videos
While short-form videos offer many advantages in content marketing, they also present some challenges.
Limited Message Depth
Due to their brief duration, short-form videos may struggle to convey complex or detailed messages. Longer videos might be more suitable if you need to communicate intricate information.
Competition for Attention
Standing out on platforms flooded with short-form video content can be challenging. You must create content that stands out to avoid becoming lost in the sea of other videos.
Shorter Lifespan
Short videos may lose their relevance with time. They can quickly get buried in users’ feeds, leading to a shorter visibility and engagement period than longer, evergreen content.
This means you must consistently create short-form videos to maintain audience interest over time.
Limited SEO Impact
Short-form videos may be more challenging to optimize for search engines than longer, more keyword-rich content. This can affect the discoverability of your content outside the social media scene.
What are Long-Form Videos?
Long-form videos are typically longer, ranging from a few minutes to several hours. They extend beyond a few minutes to several hours, providing ample time for in-depth topic exploration and detailed content.
These videos are particularly suitable for educational content, product demonstrations, and narrative-driven storytelling. Long-form videos are common on platforms like YouTube and Vimeo. Common types of long-form video content include:
- YouTube Series
- Webinars
- Educational Tutorials and Courses:
- Behind-the-Scenes Content
- Interviews and Conversations
Advantages of Long-Form Videos
Long-form video content is the fastest-growing segment, with videos above 30 minutes experiencing tremendous growth over the years. Let’s explore some of the benefits behind this growth.
Establishes Expertise and Credibility
Long-form videos allow you to provide in-depth information about various subjects, establishing your brand as an authority. Potential customers will likely trust and rely on your insights when you consistently deliver valuable content.
Builds Strong Audience Connections
The more your audience watches your videos, the more they become familiar with your content and brand. This consistent engagement promotes trust and loyalty, helping you create deeper connections with your audience.
Provide SEO Optimization Opportunities
Long-form videos keep your audience engaged for a longer duration than short ones. This signals search engines that your content provides value, resulting in higher rankings and increased visibility.
Besides, these videos provide opportunities to optimize for relevant keywords. This Attrock guide offers more insights into the value of SEO for your small business.
They Are Sustainable
Unlike short videos, well-produced and valuable long-form videos have an extended shelf life. They can continue to attract views and engagement over an extended period, contributing to a sustainable content strategy.
Instagram reels are also a part of short videos and you can get benefits from this platform by integrating it with your website. You can learn how to embed Instagram Reels on websites and get extra benefits from your Reels.
Drawbacks of Long-Form Videos
Despite their benefits, long-form videos also have certain limitations, including:
Attention Span Challenges
Between distractions, juggling tasks, and information overload, user attention span quickly diminishes. Viewers may lose interest and disengage from your long video before its conclusion.
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Complex Production Process
Creating high-quality long-form videos requires more resources, including time, equipment, and skilled personnel. This can be disadvantageous, especially for small businesses with limited budgets.
Platform Limitations
Some social media platforms and video hosting sites may limit video length, making it challenging to distribute long-form video content. You may then be forced to repurpose your content to suit various platforms.
Short-Form or Long-Form Videos: Which Are Better?
Now that you know the benefits and limitations of each format, which one should you choose? Short-form or long-form videos?
Well, it all boils down to considering several factors, such as:
Content Objectives
What do you want to achieve from your video marketing campaign? Short-form videos are highly effective for quick brand exposure and generating buzz. Long-form videos, on the other hand, contribute to a more in-depth understanding of the brand.
Target Audience Preferences
Audiences with short attention spans likely prefer short-form videos, while long-form videos appeal to those seeking a more immersive experience.
Similarly, short-form videos may appeal more to younger audiences, while older demographics may prefer the depth of long-form content.
Platform Dynamics
Various platforms support different content formats. Short-form videos are well-suited for platforms like TikTok, Instagram, and Snapchat. On the other hand, platforms like YouTube and Vimeo are better for hosting longer videos.
Industry Type
Short-form videos would be ideal if your industry thrives on trends, entertainment, and quick messages. However, long-form videos are effective for industries requiring in-depth explanations or educational content.
Bottom Line
Ultimately, choosing short-form or long-form videos depends on your business’s specific needs and goals. Since both formats have advantages and limitations, making a choice may prove difficult.
However, it doesn’t have to be an uphill task. The key lies in recognizing when to incorporate each video format into your marketing strategy. Understanding your audience and its needs allows you to combine both formats strategically, maximizing the benefits of each.
Continuously analyze performance metrics and adapt your video marketing strategy accordingly to ensure optimal engagement and conversion rates.
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