In the world of Connected TV (CTV), advertising faces a critical moment. While consumers shift towards streaming platforms, ad dollars are lagging behind, tangled in a web of rerun-heavy content and confusing, inconsistent measurement methods. Linear TV remains the default choice for many brands, thanks in part to the simplicity of its
data presentation. Meanwhile, the rise of Free Ad-Supported Streaming Television (FAST) services, particularly those featuring live niche sports, provides a new avenue for growth.
FAST channels like FLS demonstrate potential by tapping into underserved sports markets, offering live content that drives engagement without the costs of major league broadcasting rights. These channels attract dedicated audiences who tune in longer and are more responsive to ads, a win-win scenario for both viewers and advertisers. To thrive, the CTV and FAST ecosystems must simplify metrics, embrace contextual targeting, and foster collaborations. Brands, in turn, should explore FAST channels to reach niche yet passionate audiences and maximize ad performance. As CTV’s fragmentation stabilizes, expect these services to pave new paths for advertisers willing
to adapt and innovate.
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