Editorial
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ISSN 1477-8092
In this issue we consider the fast growth of FAST channels , the only part of the media landscape with the sun shining on it .
Or is it ? As considered in the feature , its growth is in large part a reaction to the stalling of growth in subscriptions and prices in the face of macroeconomic headwinds . There is no doubt those headwinds have also hit the ad market ; I ’ ve lost count of the number of job cut stories we ’ ve run in the last few months , and advertiser funded broadcasters are at the head of the queue .
So why the confidence in FAST in a declining ad market ? Mainly because it can provide a lower cost alternative to advertisers , and it can perform better in terms of targeting . The lower cost part is right , but no cost is low enough if the ads are ineffective . And it is readily admitted that the availability and accuracy of performance metrics are , if anything , worse than in the broadcast market .
And consumers want a ‘ free ’ experience but still expect a viewing experience to rival national broadcasters . Advocates claim AI will keep costs down and efficiency and quality up in content creation , inventory management , ad insertion , targeting and measurement . There isn ’ t much sign of any of that yet . There are major national broadcasters whose streaming services look and ‘ feel ’ like they ’ ve been assembled in the dark and simply don ’ t work very well . And one of the things that works worst is an ‘ inventory ’ of the same ads randomly gatecrashing the content again and again . I hope it isn ’ t AI managed or abandon hope ….
One area that is convincing is the ability of dual screen availability to drive transactional ads . There is even a growing market for pay-per-transaction deals , though I hope the channel providers concerned fully understand the concept of the hostage to fortune .
INSIDE
The Wrap 4-9 Cover Story 10-15 Research 16-18
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