Today’s consumer has more places to watch their favorite TV content than ever before. One of the newest ways they are watching is on free ad-supported streaming television, also known as F.A.S.T., a form of over-the-top (OTT.) Companies like XUMO, Tubi, Pluto, and others are reaching consumers with news, entertainment, sports, and more in an environment that mimics linear TV and is often built right into a TV manufacturer’s interface.
In fact, 6 out of 10 households who have a connected TV turn to this user-friendly, big-screen opportunity as one of the ways they watch their favorite shows without the cost or logins required for linear TV or paid streaming. As these viewers turn to F.A.S.T. services, advertisers should consider how F.A.S.T. can fit into their overall video strategy as a complement (though not a replacement) to traditional TV and other streaming strategies; our research suggests that streaming advertising (including F.A.S.T. and other forms) should make up about 20-30% of the overall investment for multi-screen campaigns.
To learn more about this exciting marketing channel, download our new Comcast Guide to FAST Advertising here, or watch our webinar on FAST here!