Ad-fill for Streaming TV and Ad-fill for FAST Channels & CTV Broadcasters – The digital transformation for broadcasters has been a rapid and challenging process, and many broadcasters needed more time to be ready for the level of agility and innovation required.
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View TV developed FAST Plus, a solution that takes the positives of FAST Channel Broadcasting and marries it with decades of learning in over-the-air broadcasting. FAST Plus covers the following main points requested by traditional broadcasters:
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- Minimal change in the current business operations and practices of the broadcaster,
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- Provide a revenue model to sustain and grow revenues across the business,
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- Provide a service that requires no additional broadcast knowledge or skills within each broadcaster.
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What is an Ads Marketplace for FAST Channels ad-fill?
FAST Channels are Free Ad-Supported Streaming Television channels that offer users access to various content genres and categories without requiring a paid subscription. Instead, users watch ads during scheduled breaks, similar to traditional TV.
FAST Channels differ from other streaming services that either charge a monthly fee or offer limited content for free. FAST Channels aim to provide a cable-like experience over the internet, with a wide range of content options.
FAST Channels are a rapidly growing market that offers businesses a new way to reach and engage with their customers, employees, partners, and stakeholders. According to a report by Grand View Research, the global live video streaming market size was valued at $70.05 billion in 2021 and is expected to grow at a compound annual growth rate (CAGR) of 21.4% from 2022 to 2028.
However, FAST Channels also pose some challenges for businesses, such as monetization issues. Businesses need to find effective ways to generate revenue from their FAST Channels, as well as optimize their ad performance and user experience.
One way to address these challenges is to use an ads marketplace for FAST Channels. An ads marketplace is a platform that connects advertisers and publishers who want to buy and sell ad inventory on FAST Channels. An ads marketplace can help businesses to:
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- Increase their ad revenues by accessing a large and diverse pool of ad buyers and campaigns
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- Reduce their ad costs by paying a simple fee that covers all the essential services for ad delivery and monetization
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- Improve their ad quality and reliability by using advanced technologies and features that ensure smooth and uninterrupted playback of ads and content
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- Enhance their user experience and satisfaction by offering more personalization and customization options for ad targeting and placement
This doc provides an overview of what an ads marketplace is for FAST Channels, how it works, what are its benefits and challenges, and what are some best practices and recommendations for using it.
What is an Ads Marketplace for FAST Channels Ad-fill?
An ads marketplace for FAST Channels is a platform that connects advertisers and publishers who want to buy and sell ad inventory on FAST Channels. Ad inventory refers to the amount of space or time available for displaying ads on FAST Channels. Advertisers are businesses or individuals who want to promote their products or services through ads on FAST Channels. Publishers are businesses or individuals who own or operate FAST Channels and want to monetize their content through ads.
An ad-fill marketplace for FAST Channels can be either:
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- Open: An open ads marketplace allows any advertiser or publisher to join and participate in the platform without any restrictions or requirements. An open ads marketplace typically has a large and diverse pool of ad inventory, but also has low control over the quality and relevance of the ads.
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- Private: A private ads marketplace allows only selected or invited advertisers or publishers to join and participate in the platform based on certain criteria or preferences. A private ads marketplace typically has a small.
How does an Ads Marketplace for FAST Channels work?
The basic process of how an ads marketplace for FAST Channels works is as follows:
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- Publishers create and register their FAST Channels on the ads marketplace platform, providing information such as channel name, description, genre, category, audience, and ad inventory.
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- Advertisers create and upload their ad campaigns on the ads marketplace platform, providing information such as ad name, description, format, budget, duration, and targeting criteria.
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- The ad-fill ads marketplace platform matches the ad campaigns with the suitable FAST Channels based on the information provided by the advertisers and publishers, as well as other factors such as user behavior, content quality, and market demand.
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- The ads marketplace platform delivers the ads to the FAST Channels using various technologies and features, such as transcoding, CDN, SSAI, ad-fill, and platform distribution. Transcoding is the process of converting the ad format to fit the FAST Channel format. CDN is the network of servers that deliver the ads to the FAST Channels. SSAI is the technology that inserts the ads into the content stream. Ad-fill is the percentage of ad inventory that is filled with ads. Platform distribution is the process of distributing the FAST Channels to various platforms and devices.
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- The ads marketplace platform tracks and measures the performance and impact of the ads using various metrics and indicators, such as impressions, views, clicks, conversions, CPM, CPC, CPA, and ROI. Impressions are the number of times the ads are displayed on the FAST Channels. Views are the number of times the ads are watched by the users. Clicks are the number of times the users click on the ads. Conversions are the number of times the users take a desired action after watching or clicking on the ads. CPM is the cost per thousand impressions. CPC is the cost per click. CPA is the cost per action. ROI is the return on investment.
What are the benefits and challenges of using an Ads Marketplace for FAST Channels?
The benefits of using an ads marketplace for FAST Channels are:
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- Increased ad revenues: An ads marketplace can help publishers to increase their ad revenues by accessing a large and diverse pool of ad buyers and campaigns that are willing to pay a premium for their FAST Channel inventory. An ads marketplace can also help advertisers to increase their ad revenues by reaching a large and engaged audience that is interested in their products or services.
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- Reduced ad costs: An ads marketplace can help publishers to reduce their ad costs by paying a simple fee that covers all the essential services for ad delivery and monetization, such as transcoding, CDN, SSAI, ad-fill, and platform distribution. An ads marketplace can also help advertisers to reduce their ad costs by optimizing their ad campaigns based on data and insights provided by the platform.
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- Improved ad quality and reliability: An ads marketplace can help publishers to improve their ad quality and reliability by using advanced technologies and features that ensure smooth and uninterrupted playback of ads and content, as well as protection from ad blockers and fraud. An ads marketplace can also help advertisers to improve their ad quality and reliability by delivering their ads to suitable FAST Channels that match their targeting criteria and objectives.
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- Enhanced user experience and satisfaction: An ads marketplace can help publishers to enhance their user experience and satisfaction by offering more personalization and customization options for ad targeting and placement, as well as more interactivity and engagement features for user feedback and participation. An ads marketplace can also help advertisers to enhance their user experience and satisfaction by creating compelling and relevant ads that attract and retain viewers.
The challenges of using an ads marketplace for FAST Channels are:
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- High competition: An ads marketplace can create high competition among publishers who want to sell their FAST Channel inventory to advertisers who want to buy it. Publishers need to differentiate their FAST Channels from others in terms of content quality, genre diversity, audience loyalty, and brand recognition. Advertisers need to differentiate their ad campaigns from others in terms of creative quality,
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- High regulation: An ads marketplace can create high regulation for publishers who need to comply with the rules
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- High risk: A FAST Channel ads marketplace can create high risk for publishers who need to secure the rights