2023年4月14日
By 格雷格•史密斯安维尤公司北美区总经理
博客

品牌，快速思考，把观众带进兔子洞

的方式 YouTube captivated its users with short-form content on desktops and mobile devices over a decade ago is making a comeback – but now with long-form video on CTV devices. 免费的 ad-supported television (FAST) channels give brands the chance to truly engage with viewers, leading them down even deeper rabbit holes and taking them on an ad-supported streaming journey. 使用FAST通道, advertisers have what is needed to reach audiences at scale and in an efficiently targeted way.

事实上是这样的, capturing and retaining viewers has never been easier for marketers and other content owners. 然而, streaming platforms and ad agencies must both explore the expanded list of targeting opportunities in order to truly hit the jackpot that exists within ad-supported streaming.

FAST的历史和未来

FAST services offer real-time streaming options for channel-based linear content with ad pods for monetization. 在2020年最初获得关注之后, 在剪线和大流行的共同作用下, FAST频道的表现超出了人们的预期. 广告支持的内容消费方式再次流行起来, the dominance that commercial-free SVOD (subscription-based video on demand) currently has on consumers is beginning to dwindle.

也许最值得注意的是, top players in the ad-free video game (such as Disney+ and Netflix) are now offering lower-priced ad-supported options to capitalize on the benefits that FAST presents. FAST services are growing so quickly that they’re now outpacing subscription models as the more attractive option amongst consumers, 尤其是在一个需要在多个领域巩固货币的经济体中. 预计到2027年，全球FAST收入将增长两倍 Omdia), and the adoption of AVOD growing faster than that of SVOD (55% versus 28%, according to 数字内容), this is a profitable time for advertisers to bump FAST opportunities to the top of their agendas.

FAST is continuing to prove itself as a strategic growth plan for content providers by offering low-cost alternatives to viewers. 除了对消费者具有成本效益之外, FAST platforms are low-risk and capital-efficient to create for video service providers and content owners. 市场上的人更希望个性化, quality content is growing; but, 他们最不想做的就是订阅另一项服务.

快速福利#1:上下文定位

对于不熟悉的人, contextual targeting helps advertisers identify the groups of people their ads reach without any of the consumers’ personal identifiers. By removing unnecessary facets of the consumer identity that have been the source of ongoing privacy concerns anyway, advertisers can reach a wider audience by targeting these universal category IDs (such as “dog owner” or “sportswear shopper”) in other places as well, 例如FAST通道. 在品牌方面, FAST频道允许品牌选择在节目中播放广告的位置, 基于它的格式.

当然, 基于人口统计的目标用户仍然很重要, 一个有效的, 杠杆策略. 而上下文定位可以帮助大品牌扩展营销策略, demo-based targeting is well-suited for direct-to-consumer brands that want to complement their linear TV campaigns for branding purposes. 然而, 随着FAST广告的发展, brands should really begin exploring the potential advantages of combining the two strategies.

快速福利#2:个性化可以增加受众接触和参与度

用户希望用户的旅程尽可能地个性化和具体化, 传递这种体验是最重要的. 因此, FAST platforms now have the chance to introduce new tiered options that will offer a more curated experience for the viewer, 那么谁将提供用户数据作为回报呢.

在内容提供者端, 增加个性化提供了最大化用户粘性的机会, 减少观众流失率, 并从收视率中获利. Data collected around viewer behavior and preferences allows for progressively more relevant content to be produced. 更多的粘性意味着更高的观众留存率和更有影响力的广告. 个性化的数字频道为用户提供了无缝的导航体验, 帮助他们避免可怕的“选择疲劳”，延长内容的保质期.

快速福利#3:交付给关键人口统计数据

Not only do FAST channels allow for boosted reach for the advertiser and improved personalization for the user, but ad-supported alternatives to media consumption are on the rise amongst key demographics: Gen Z and Millennial CTV users. 的最新早间咨询调查 shows that Millennials are regular users of FAST channels, viewing them multiple times per week. 根据 Statista在美国，每月的Z世代CTV用户数量.S. 预计将从2022年的5000万增长到2025年的5600万. 此外, 早间咨询和综艺情报平台 suggest that Gen Z and Millennial consumers are more likely than older cohorts to tweak (or completely cancel) their lists of subscription-based services due to factors like an uncertain economy and subscription fatigue.

As the largest age cohort of parents – that also has a considerable amount of spending power – Millennials and their rising steady presence on FAST channels give children’s brands a massive opportunity to reach target audiences through FAST networks. 类似的, although FAST channels have a smaller number of Gen Z audiences at this particular moment in time, 预计新的原创内容将吸引这些观众, 与传统情景喜剧和其他传统电视相比，这是一个令人耳目一新的变化.

Gaining and maintaining eyeballs with FAST gives advertisers an opportunity to earn increased amounts of exposure, especially with key audience demographics expected to continue strengthening their footholds in the ad-supported world. 随着历史的重演, viewers are actively retreating from ad-free streaming and returning to ad-supported content. 以便获得FAST服务提供的好处, 广告商和内容公司都应该优先考虑创新, 充分探索新的和创造性的参与方法, 并了解如何最好地加强与观众的关系.

[编者注:这是来自 Aniview. 流媒体接受供应商署名完全基于它们对我们读者的价值.]