Back to Basics: What are FAST channels?
What’s the deal with FAST channels? They’re more than just another acronym in the OTT/CTV alphabet soup. Free, ad-supported television (FAST) channels feel like a return to the golden age of TV watching: schedules on a grid, a laid-back channel-surfing mode, ad breaks signaling a bathroom break. This throwback experience is back in style: 89% of viewers say that FAST channels deliver great value, and over 50% of millennial and Gen X viewers tune in each month. But what exactly are FAST channels, and how are they different from ad-supported video-on-demand (AVOD)? Don’t worry, we’ve got the answers. Let’s dig into the FAST channel definition, differentiating FAST vs. AVOD, examples of FAST channel platforms, and the current trends that are shaping FAST services. What are FAST channels? FAST stands for free ad-supported streaming TV. This is streaming TV – without a paid subscription. Unlike the subscription model, FAST channels offer no-cost streaming for viewers by programmatically inserting ads into a would-be ad break. Essentially, FAST channels translate the concept of traditional linear TV channels (like cable or satellite) to connected TVs (CTVs), mobile, tablets, and other internet-enabled devices. FAST channels primarily offer programming in the live, linear TV format, but some providers also offer ad-supported video on demand (AVOD, more on that soon). Linear TV is just traditional TV – the streaming service sets the schedule, and viewers tune in to watch the content live. Best of all, FAST channels are available to anyone with an smart TV or a mobile app (although some services are tied to brand-specific devices, such as Samsung TV Plus on Samsung devices or Vizio WatchFree+ on Vizio TVs). What’s the difference between AVOD and FAST, and what are the benefits? AVOD stands for ad-supported video on-demand. With AVOD, viewers can watch content whenever they want to, but without the cost of a subscription model. It’s content that is monetized with ads instead of a subscription. Sounds familiar, doesn’t it? FAST is almost the same thing, but instead of ad-supported on-demand content, it is ad-supported live TV content. Both AVOD and FAST use ads to monetize streaming content, eliminating the need for a costly cable subscription, which also helps limit audience subscription fatigue. In short, AVOD and FAST achieve the same thing but offer different viewing experiences. Examples of FAST channel platforms Viewers have no shortage of options when it comes to FAST channels. Here are a few popular examples: Freevee, Pluto TV, Tubi, IMDb TV, The Roku Channel, Fubo, Philo, Plex, Crackle, Vudu, and Distro.tv. FAST channels: 2024 trends Whether you’re a marketer or a publisher, CTV is in constant flux. There’s a lot to keep up with in terms of FAST channels. That’s why we’ve rounded up 5 important trends that are shaping the future of FAST channels, AVOD, streaming, and CTV overall. Content is becoming less exclusive. According to Nielsen, US audiences spent 60% of their streaming time in 2023 watching acquired programming. Popular programs included titles such as Suits, NCIS, and Grey’s Anatomy – shows that were once exclusive to specific subscription video on demand (SVOD) networks. Bringing these highly sought-after series to ad-supported services ensures that more viewers stick around to use the service – and more importantly, to see your ads. Nostalgia rules. Services such as Netflix and Hulu are motivated to promote content that they’ve produced, rather than in-demand shows acquired or licensed from other sources. In comparison, FAST and AVOD platforms can serve as a library serving up a very specific kind of TV — nostalgic TV. Viewers can find just about every type of genre or classic show, ranging from old-school sitcoms and vintage cowboy Westerns to reruns of The Love Boat and Saturday Night Live. Skipped ads? Very rarely. A recent study found that only 7% of FAST viewers skipped commercials. In fact, 75% of respondents said they enjoyed a healthy mix of content with and without ads. With such openness to viewing ads and highly granular viewing audiences, FAST channels are perfect for effective and targeted advertising. New channels galore. One thing that FAST services have discovered is that there is a CTV audience for every type of classic show. It’s easy for FAST streaming services to curate and launch genre-specific channels quickly, ensuring flexibility to respond to viewers’ changing throwback obsessions. This is why a viewer can binge on 31 seasons of The Bob Ross Show on at least five FAST services in the US. Cord-cutting, subscription fatigue, and cost-cutting. You may have heard about cord-cutters: the people who’ve cancelled a cable or satellite TV service in favor of a paid streaming subscription. But in recent years, audiences are now finding themselves with a sometimes-pricy stack of premium streaming subscriptions. 84% of Americans report having subscription video-on-demand (SVOD) services, and most Americans with streaming subscriptions pay for at least three services. All these subscriptions add up, with an average annual price tag of $552 in subscription costs. The pendulum is now swinging in the other direction: consumers are reducing (or eliminating) their ad-free streaming subscriptions and opting into FAST channels. A 2024 study found that 37% of subscribers were paying for fewer streaming services than they had a year ago. “Because of what’s happening in the economy, where there’s more inflation, people are being more price-conscious. What FAST channels allow people to do is get more content without the price,” as VAB’s Danielle DeLauro told The Current recently. Deloitte’s 2023 survey of 3,500 consumers found that a cost increase of just $5/month would make 55% of Gen Z viewers and 45% of Millennials cancel their favorite streaming subscription. For viewers like these, FAST channels are a welcome alternative. Ready to learn more? At Verve, we’re here to help you monetize whatever kind of inventory you have, and to reach viewers wherever they are. We support AVOD for video-on-demand channels on our over-the-top (OTT) platform. For live channels on our OTT platform, we support live linear TV and FAST channels. Plus, we offer support for…
Slam dunk: Lessons for advertisers from 2024’s college basketball tournaments
This year’s college basketball tournaments captivated audiences like never before — a testament to sports’ power to unite and inspire fans. But beyond the thrilling dunks and impressive assists, there’s a bigger story about audience engagement and innovative advertising strategies. Let’s explore how “March Madness” sheds light on winning ways for brands, advertisers, and agencies to reach fans during sports’ most memorable moments. With strategies like contextual targeting, brands can tap into the magic of March basketball fever all year long. Meeting fans on multiple screens Effective programmatic advertising for sports works best when brands make a splash on multiple channels. That’s because 83% of internet users in the US engage with the internet on a separate device while simultaneously watching TV. Even if they’re chilling at home watching the game on TV at home on the couch, sports fans still often engage on their phones. There’s so much interesting content to supplement their watching experience: refreshing in-app news, stats, and scores; posting reactions on social media; or killing time with a mobile game during a lull in the action. Sports teams get in on the action on social media to encourage fan engagement, too. For instance, social media accounts of the Sweet 16 women’s tournament teams posted about 130 times each during just the first two rounds. This added up to more than 2,000 social posts in a few short days, garnering 140M+ impressions (overwhelmingly on mobile devices), as well as 3.4M engagements. By some estimates, the “social value” of this activity topped $3M. Another indicator that brands need to hit multiple screens? The NCAA offers dedicated March Madness apps for iOS, Android, Apple laptops and desktops, multiple CTV platforms, and even Xbox. Image source: NCAA This multi-channel behavior presents a unique opportunity for brands to reach diverse audiences across devices and at different touchpoints in the customer journey. By the numbers: 2024 college basketball tournaments Just how big were the 2024 college basketball tournaments? Sources: NCAA, Statista Expanding interest, growing audiences But who exactly are brands reaching across all these screens? Gone are the days of assuming a monolithic, stereotypical college sports fanbase. In 2024, the NCAA women’s tournament continued shattering records, beating even 2023’s unprecedented viewership. Final game between Iowa vs. South Carolina was the most-watched women’s college basketball of all time — and the most-watched college basketball game since 2019, averaging 18.7M viewers. For the Final Four games, the women’s tournament saw a year-over-year growth of 142% in viewership, according to ESPN. Brands score big with contextual advertising How can advertisers make the most of engaged audiences during riveting sports events like these college basketball tournaments? Especially now, as shifting privacy regulations are making targeting and measurement harder? Contextual advertising is a privacy-safe win for sports marketing. With contextual, brands target content, not consumers. For example, an athletic gear ad makes perfect sense in the middle of an article about college sports. The brand doesn’t need any user data to get their product in front of an interested, engaged audience. Why contextual is a slam dunk for brands and advertisers: Verve’s contextual solution, Moments.AI, is a top choice for effective sports marketing. In fact, Moments.AI recently earned the prestigious Digiday Awards Europe for Best Contextual Targeting. Our platform also powers Visual Intent, an industry-first partnership between Getty Images and Verve that places brands’ messages alongside Getty’s premium visual content. This empowers brands to connect with audiences during pivotal sports and cultural events, enhancing brand recall and driving intent to purchase. Whether it’s college basketball, glamorous galas, or anything in between, contextual advertising during high-visibility events is a winning game plan for brands. Teaming up for purposeful advertising Each spring at Verve, we run a college basketball bracket challenge with an ad-tech twist: “March ‘Ad’ness.” This bracket challenge lets our clients and partners across ad tech get in on the tournament fun with prizes. In the spirit of celebration, Verve matched the winning amount by donating to Eden Reforestation Projects, an organization dedicated to tackling climate change by planting trees and restoring forests. This year’s March ‘Ad’ness led to planting 1,344 trees. That’s a wrap on the 2024 college basketball tournaments! March 2025 may be far away, but there’s plenty of meaningful sports moments for advertisers year -round. Want to get in the game? Let us know anytime.
5 strategies to enhance user ad experience: A guide for gaming publishers
Reality check: gamers prefer minimal interruptions from ads while playing. There’s good news for gaming publishers: advancements in ad tech can address monetization challenges and enhance the overall user experience for players — all while running ads. Understanding user demographics, preferences, and behavior means that we can better tailor ad strategies to enhance engagement while ensuring ads remain effective. Let’s review key strategies to improve the ad experience for users while maintaining performance for publishers. Know your user: understanding demographics and preferences To craft effective ad experiences, it’s crucial to know your audience and understand what influences their behavior. Factors such as age, gender, location, and economic climate play significant roles in shaping user attitudes towards ads. The latest data from eMarketer shows that the age and gender composition of gamers is shifting significantly. More diverse age of users as well as parsed residence is pushing developers to be more sophisticated in the choice of ad creatives, ad placement, and ad frequency to match their preferences. 74% of non-paying users from younger generations and Tier 2/Tier 3 countries mainly enjoy ads with reasonable frequency capping — and even tend to make more purchases from the brands advertised. However, engagement and retention of older generations in the same scenario could decrease dramatically; this demographic group tends not to tolerate too many ads. Another notable demographic shift is geography, with Tier 2 and Tier 3 countries emerging as significant players. Mobile gamers are booming across MENA (Turkey, Saudi Arabia), APAC (India, Thailand, China), and EMEA (Nigeria, South Africa), with 92% of them gaming every day. Tailor your ad formats and placements Different game types demand tailored ad approaches. Hyper-casual and casual mobile games thrive on a mix of ad formats, including banners, interstitials, and rewarded videos. Mid-core and hard-core PC/console and mobile games tend to focus more on less intrusive ad options like rewarded or in-game ads that appear less frequently. Gaming publishers can consider testing banners, but they should be less represented than other formats. Issues with clickability of in-game ads can be balanced there by ad revenues coming from rewarded and banner ads. According to an IAS report, today more than 60% of users are open to non-disruptive ads that are related to the content of the game. Enhance engagement across channels: the omnichannel approach Big opportunities lay ahead for ad monetization activities, including: Preferred deals can bring higher eCPMs and better fill as well as secure ad quality. As games begin to reach bigger screen sizes such as smart TVs, preferred deals could have a significant impact on facilitating this transition. With users engaging across multiple devices, adopting an omnichannel approach can significantly boost engagement and ad performance. 72% of console or PC gamers play on more than one platform. Diversifying ad formats based on device usage can further enhance user engagement. Use what you have: first-party data for behavioral and contextual targeting Publishers can deliver more relevant ads to their audiences by using first-party data for behavioral and contextual targeting. For addressing the ID-less and cookieless world, leveraging first-party data is one of the essential strategies for marketers and publishers alike. In-gaming publishers can use behavioral information — such as in-app actions, time of day, purchase history — to tailor ad experiences within the app. According to eMarketer, 61% of gamers in the US mentioned that they prefer to see ads that are related to the content of the game the are playing. Advanced targeting options such as geo-fencing and contextual ad technology can also enhance ad relevance and effectiveness. Apple’s ATT and the end of device fingerprinting challenge user identification and advertising/monetization in general. Users have become more sensitive and demanding when it comes to ad content. For the foreseeable future, exploring contextual solutions and UIs, as well as education about more effective use of first-party data, will likely be inevitable. Embrace flexibility and testing Maintaining open communication and transparency among publishers, ad networks, and demand partners is essential for optimizing ad strategies. From the SSP perspective, we’re really honing in on empowering our publishers and demand partners with greater control, all the while prioritizing user experience. Here’s the breakdown: developers and publishers get to manage the general settings, while demand partners and advertisers focus on bidding for inventory that aligns best with their campaign objectives. And you know what? It never hurts to explore new ad units, integrations, and buying models for publishers and developers. We’re all about sharing insights and best practices, paving the way for improved revenues without sacrificing user retention and engagement. Embracing a culture of testing allows for continuous refinement of ad formats, placements, and buying models to adapt to evolving user behaviors. 85% of gamers confirm that the most user-engaging formats remain interstitial and rewarded video. Putting it all together If you’re a gaming publisher, you’re probably already using one of the strategies (at least) we’ve just discussed. But more is more, and it’s worth exploring how to implement all five of these strategies holistically. With all five working together, publishers can create ad experiences that are not only engaging but also respectful of user preferences. It’s a win-win that ultimately leads to improved performance and user satisfaction.
Why CTV will be the channel to watch in the 2024 US elections
The 2024 US election cycle will look unlike any that have come before it, right down to the ways in which political advertisers will reach and influence voters. While past election seasons have been defined by new and deeper investments in mobile and social channels, 2024 is poised to be the year connected TV (CTV) reshapes the political landscape, particularly among regional advertisers.
Choose wisely: The 36X difference between contextual solutions
Discover the groundbreaking research showing how three different contextual solutions, including Verve’s Moments.AI, succeeded (or failed) at targeting new and relevant content. You’ll also find out why Moments.AI is a finalist for Digiday Awards Europe’s “Best Contextual Targeting” this year!
What’s next for the mobile in-app marketplace: Verve’s 2024 outlook
As we step into 2024, we’re reflecting on our key product achievements from 2023. Last year was a period of significant growth for our in-app marketplace, PubNative. This has set the stage for a stronger path to value for our demand and supply partners in 2024 and beyond. Highlights from 2023 Topping the charts for mobile scale and quality The Pixalate SSP Market Share Report ranked Verve as North America’s top mobile SSP for both Apple App Store and Google Play. Verve maintains this lead for the third and second consecutive quarters for Google and Apple, respectively. Notably, Verve’s market share in Apple’s platform rose from 17% to 28% between the second and third quarters. Globally, Verve now ranks first in APAC on Google Play, second in LATAM, third in APAC on the Apple App Store, and fifth in EMEA. In 2023, Jounce Media released a benchmarking report that ranked Verve as the leader in providing premium mobile app supply, ensuring quality ad experiences at a lower cost. Verve delivers 79% of premium mobile app supply — more than any other SSP. Jounce Media is one of ad tech’s most authoritative voices in programmatic supply chain management. Performance powered by interstitial units The interstitial ad inventory on PubNative (our in-app marketplace) increased by 115% in ad request volume. This growth is thanks to our expanding footprint of SDK publishers from a wide range of mediation and bidding platforms. This surge is also due to an increasing demand for high-impact performance ad units (especially interstitial video) on the marketplace. Advertisers prefer these ad formats because they help drive better conversions. Our revamped interstitial suite now supports multiple performance-first features including SKOverlay and Storekit Auto Open. You’ll also find a completely refreshed ad template that balances user retention and conversion goals. Verve’s in-app marketplace, now on Ironsource Verve is a key demand partner for top monetization platforms, including Applovin Max, Google Ad Manager, Google AdMob, DT Fairbid, Amazon Transparent Ad Marketplace, Prebid, and Nimbus, to name a few. This year, we broadened our publisher footprint by partnering with Ironsource, a significant expansion that lets publishers (especially in the gaming vertical) access diverse demand sources from PubNative’s exchange. Thanks to the integration, publishers connected to Ironsource can now efficiently monetize their interstitial inventories through both waterfall and bidding demand. More transparency and easier optimization with bid stream enhancements As an ad marketplace, we strive to improve our bid streams continuously to help buyers optimize towards their goals efficiently. In 2023, we introduced a few significant updates, including “minimum bid to win” and “bid loss notifications” to drive better transparency for your bid decisions. These additions also give DSPs crucial insights into the competitive landscape of ad auctions and detailed reasons for lost bids. What’s ahead in 2024 The year ahead will pack some significant updates relevant to our publishers and demand partners, beginning from Q1 2024. Below are some of the highlights to keep an eye on in our in-app marketplace. Powerful SDK Updates: In the upcoming SDK updates in Q1, we will continue to make improvements that are performance-focused, while introducing new SDK modules that are critical for privacy-first monetization. More ID-less scale with ATOM: We are making significant upgrades to ATOM to help publishers and demand partners make use of the on-device cohorts at scale to recapture unaddressable users. A new powerful version of ATOM (or Anonymized Targeting on Mobile), with updated cohorts, will be available to our publisher partners to integrate, very soon. Privacy Manifests: Privacy manifests are essentially files (created in Xcode) that every SDK and app developer will need to fill and add to their app. These files describe which user data the app is accessing and how the app developer is intending to use it. Moving forward, whenever an app developer prepares to upload an app to the App Store, Xcode will combine Privacy Manifests from all third-party SDKs used by the app into one comprehensive privacy report. PubNative, an in-app marketplace, is addressing this change by preparing our SDK to support Privacy Manifests. Our upcoming iOS SDK will be completely compliant to the Privacy Manifest requirements, well ahead of Apple’s enforcement. More tests with Google Privacy Sandbox: Google is finally phasing out third-party cookies for 1% of the world’s Chrome users. Verve will build on our 2023 momentum and continue to work closely with Google and other ad tech partners to test the Sandbox APIs and share results as we make progress towards a more privacy-conscious approach to targeting users on mobile. Advertising is on the brink of a privacy-first era filled with potential and promising opportunities. 2024 could not be more exciting, and we are confident that the foundation we built in 2023 has positioned us to support and drive our client objectives and growth.
Swing the vote this election season: 2024 political ad spending
Welcome to The Media Trade Upgrade blog series, where programmatic traders can get essential info to stay ahead in ad tech — all in quick, bite-sized pieces. As marketers, we talk about campaigns all day, every day, every year. But in an election year, “campaigns” get more complicated. Media planners and traders build programmatic campaigns for political campaigns. The stakes are sky-high with election ads. Experts are forecasting that political ad spends for the 2024 election cycle will range from $10 billion up to $16 billion. That’s why we’re sharing the key ingredients for programmatic campaigns that resonate with voters. 🎯 Build a winning campaign with effective targeting Political marketing is about more than finding new voters — it’s also about building loyal relationships with your existing support base. Telling personalized, compelling stories at the individual level is key to success. Ensure your DSP of choice can amplify your first-party data, align and track upper-funnel and lower-funnel efforts, and easily deploy high-impact creative across screens. Maximize first-party data Uncover the attributes of your ideal voter profile, then use that data to find audiences who look like your campaign’s loyalists. Here’s how: Utilize tactics or upper and lower funnel Align upper-funnel awareness with performance tactics to ensure opportunities to reach voters, drive clicks, and inspire poll visits. Here’s how: Grow awareness Upper-funnel tactics DOOH CTV Inspire action Lower-funnel tactics Mobile Post-CTV retargeting on mobile 🗳 Hit your political campaign goals faster We know from experience that political campaigns usually mean high pressure plus maxed-out bandwidth — for months on end. Programmatic traders are tasked with reaching voters at every milestone from early stump speeches all the way to election day. There’s good news, though: PMPs and contextual solutions can speed up campaign success. Private marketplace (PMP) Fortunately for media buyers during election season, there’s an opportunity to serve ads on sites aligned with specific campaign goals and KPIs. It’s more important than ever to look for a DSP that has a PMP with political inventory. To save you time, a political PMP should automatically be compliant with state laws. Before electing to go PMP, ensure your DSP has safeguards in place on each political bundled deal. Incorporate to… Contextual targeting We all know behavioral-based advertising is at risk due to the decline of cookies — and that contextual targeting is a top alternative. But what you may not know is that not all contextual solutions offer the same precision. Many hinge on basic metadata like keywords and location. To maintain a competitive edge, it’s crucial to leverage a contextual solution that goes beyond surface-level targeting. When you’re weighing contextual solutions on the market, make sure to leverage one that prioritizes speed. That way, your message can captivate immediate audience interest — a crucial advantage in the bustling election season. 🤝 Make your life easier — partner with a supportive account team The final ingredient to success? A strategic and seasoned account team. The right partner can make all the difference when meeting your specific campaign needs. Before launching your political campaign, make sure your DSP has a supportive team with political experience who can guide you to success. This team should help you: (and more!) If you want to connect with us, and learn how Verve can help you target voters in a meaningful way, to drive conversions and maximize ROI this election season, get in touch. We’re happy to strategize. More resources for programmatic traders
Unlocking customer personalization with identity graphs: A visual guide
In the digital age, delivering personalized experiences has become the holy grail for businesses. From emails that address you by your first name to ads that eerily know your shopping preferences, the art of personalization is no longer just an added touch — it’s an expectation. The secret weapon behind this phenomenon? Identity graphs. Let’s delve into how they work and why they matter for modern advertising.
The gift of sustainability: Making it easier for advertisers and publishers to give back
Unwrapping purposeful advertising: At Verve, our motto is “Let’s make media better,” and this holiday season, we’re taking it a step further. We believe that giving back should be more than a seasonal tradition — it should be a seamless part of our everyday practice.
Verve’s commitment to a greener approach spans partnerships with organizations like Eden Reforestation Projects, innovative ad units with Givsly, curated inventory with a sustainability twist, and our collaborative efforts with Cedara to measure and reduce carbon emissions across the advertising supply chain. For us, “Let’s make media better” isn’t just a tagline — it’s a commitment to a greener, socially responsible, and better advertising ecosystem, 365 days a year.
