Expanding the Reach of FAST
While FAST is a growing category in the television and programming landscape, there’s still much work to be done to offer consistent measurements for advertisers. As William Keggin, director of advanced advertising at LiveRamp, puts it in his The Media Leader blog, “FAST measurement needs to get faster.” FAST may be growing strongly, but its adoption by brands is still hampered by limitations in measurement and a lack of understanding from advertisers.
To address this, Keggin suggests, “FAST channels and CTV in general must invest in the right technology that can offer this unified view of reach and, crucially, incremental reach and performance powered by identity and data collaboration. An interoperable, centralized identity framework allows advertisers to activate first- and third-party audiences, enabling precise targeting and measurement at scale across the entire long-form video ecosystem. This helps buyers create a holistic view of their campaigns, make real-time adjustments and maximize efficiency, while an identity spine also helps FAST publishers build their first-party graphs and enhance their available inventory for purchase.”
Advancing Measurement Frameworks
Television audience measurement is on the precipice of innovation due to the opportunity to leverage data from set top boxes, smart TV’s, and other sources. However, big data isn’t a panacea: it solves some problems while ignoring, or even exacerbating, others. Over-the-air television is one segment of the industry that is often overlooked during discussions of future currencies. All Things Insights’ Seth Adler discusses the subject of “Measuring OTA Programming” with Jon Marks, Chief Research Officer, Scripps National Networks.
Looking forward to The Media Insights & Engagement Conference? It will be held February 3-5, 2025, at The Scott Resort & Spa, Scottsdale, AZ. The panel, “Accelerating FAST Measurement,” will be presented by Brian Cygan, Director, Multiplatform Research & Analytics at Fuse Media, and Sean Fassett, Senior Vice President, Research & Insights at Nexstar National Networks. Since entering the marketplace, FAST Channels (Free Ad-Supported Streaming TV) have been a challenge for researchers to measure. Unlike linear television and SVOD, there’s virtually no syndicated FAST data. The FAST data that does exist is sparse, and not unified across what platform manufacturers provide. Listen to industry experts on how they’ve worked through these limitations to advance in FAST measurement to help grow their channels.
Register for the Media Insights & Engagement Conference
Taking a FAST Measurement Approach
To address these limitations and gain valuable insights into FAST channel performance, industry experts have been working to develop innovative measurement solutions. All Things Insights asked Gemini to uncover some key strategies and approaches that have been adopted:
1. Leveraging Existing Data Sources:
- Set-Top Box Data: While not always available for FAST channels, set-top box data can provide valuable insights into viewership patterns and audience demographics.
- Smart TV Data: Smart TV manufacturers often track viewing behavior, offering a potential source of FAST channel measurement data.
- Digital Rights Management (DRM) Data: DRM systems used to protect content can capture information about viewership and device usage.
2. Developing Proprietary Measurement Solutions:
- Custom Analytics Platforms: Many FAST channel providers have developed their own proprietary analytics platforms to track viewership and engagement metrics.
- Data Partnerships: Collaborations with data providers and research firms can help supplement existing data and provide a more comprehensive view of FAST channel performance.
3. Utilizing Cross-Platform Measurement:
- Combining Data Sources: By combining data from multiple sources, such as set-top boxes, smart TVs, and DRM systems, researchers can get a more complete picture of FAST channel viewership.
- Cross-Platform Attribution: Identifying how viewers discover and consume FAST content across different devices and platforms is essential for understanding its impact.
4. Advancing Measurement Technology:
- Watermarking and Fingerprinting: Techniques like watermarking and fingerprinting can be used to track the distribution and consumption of FAST content.
- Machine Learning and AI: AI-powered algorithms can analyze large datasets to identify patterns and trends in FAST channel viewership.
5. Addressing Data Privacy Concerns:
- Data Anonymization: Ensuring that data is anonymized and complies with privacy regulations is crucial for building trust and maintaining consumer confidence.
- Ethical Use of Data: Responsible use of data is essential to protect consumer privacy and avoid biases in measurement results.
The Rapid Development of Measurement Solutions
By adopting these strategies, industry experts are making significant strides in overcoming the challenges of FAST measurement. As measurement solutions continue to evolve, media companies will gain a deeper understanding of their audience, optimize content strategies, and maximize advertising revenue.
Implementing faster measurements and developing industry-wide frameworks is only part of the solution, observes Keggin. There also needs to be internal education efforts on data measurement, data privacy and data sharing issues.
“By exploring the capabilities of data collaboration and identity frameworks, FAST publishers can lay the groundwork for sustained growth while delivering better, more engaging ad experiences for viewers and improved outcomes for brands,” says Keggin.
Video courtesy of Statista
