Why branded FAST channels are the next big thing in streaming TV

The growing popularity of free ad-supported streaming TV (FAST) channels has been one of the major stories in the ever-changing streaming landscape. Many popular brands, including United Airlines and Expedia, are taking notice and creating their own media departments to reach streaming audiences in new and innovative ways, including launching their own FAST channels, including PepsiCo’s FLVR on FireTV and Mattel’s Barbie and Friends, Hot Wheels Action and Mattel Jr. channels on Samsung TV Plus. James Smith, executive VP and general manager of AdsPlus at Amagi, and Dana Schueller, executive VP and head of content at Starcom, joined John Dioso, editor of Ad Age Studio 30, at Ad Age’s Business of Brands conference in Chicago on Sept. 19, for a look at how major brands are leveraging FAST channels to forge direct connections with streaming audiences. “The traditional linear TV channel is now coming to you in a digital format and streaming platforms now have become an opportunity for brands to go direct-to-consumer,” said Smith. “It was interesting to me when brands could go on social [media] like TikTok, Instagram and YouTube, to create a direct relationship with audiences and their customers. You could never do that on television, and now with a branded FAST channel there is an opportunity to go direct-to-consumer with TV—a major sea change for advertisers.” “As a brand, you have to think about what you want to put out there for your audience and what makes sense,” Schueller said. “And the real big issue is discoverability. This is a content marketing challenge. Drawing people to your content so you can actually make an impact is huge.” The importance of FAST branding—and the rise of branded FAST Branding on FAST channels holds immense appeal. Because a subscription isn’t required, anyone can log on at any time and start watching—similar to linear. Most channels also wield the power of library content, with platforms such as YouTube, Tubi, Roku and Pluto TV boasting more than 100,000 films and television show episodes. One big trend in the space is that licensed content that viewers know and love and watch are available on FAST channels. For example, Schueller noted, the beloved TV drama “Little House on the Prairie” is the “No. 1 FAST channel out there. It rolls and rolls and rolls.” Now, with connected TV (CTV) on the rise, many brands are realizing they are sitting on premium content, from sports to lifestyle to music, and can ramp up their plans to leverage their assets accordingly. “As a brand, you don’t have the advantage of ‘Little House on the Prairie,’” Schueller said. She added, “Today it’s a fire hose, so you’re getting served what you’re getting served.” That’s why it’s important for brands to use smart strategies to stand out in a crowded marketplace. One solution is to focus on the local. Schueller suggested that an airline could publicize a new international route by romanticizing the route and destination and serving the content in places where the company has hubs. “If you’re able to localize the brand, that’s really valuable to the consumer and to the brand,” she said. Branded FAST channels—such as the previously mentioned FLVR from Pepsi and Mattel’s three new entries in the space—are a growing trend. Smith pointed to Home Depot as a leader in the nascent space. The company recently launched curated content under the “Merry and Bright” banner off its home page. Hosted by singer Jordin Sparks, the content includes tips on budget-minded home decorating through shopping experiences with QR codes throughout the miniseries. “It’s a great example of connected TV meets brand meets shopability for a very traditional organization,” he said. Beyond the 24/7 channels, advertisers can also use temporary or seasonal pop-up channels to effectively engage audiences with their brands. “If you have a big campaign or a big launch, this could be part of your consideration,” Schueller said. She suggested advertisers lean into curating nostalgic content, such as “Little House,” as well. “You’re not going to produce content fast unless you have it in your archives or your vault,” she said. “There’s a lot of content out there that would be well-received.” Overcoming challenges Amid the FAST upswing, challenges have risen within the marketplace. “One issue right now that needs to be solved and one that brands need to ask themselves is, ‘How is the technology going to evolve and get smarter?’” Schueller said. To that end, there will be opportunities to transform the viewer experience—and elevate branded content—via personalized electronic program guides (EPGs), which have “really evolved,” according to Smith. With properly curated programs delivered straight to the consumer, the concept combines the user experience of traditional linear with the on-demand access of streaming all under the umbrella of premium advertising. “There’s really a lot of amazing content out there,” Smith said. “So when you start personalizing that guide and it’s fed to you based on your viewing habits, you’re in a position to get a lot of stuff you can’t get on social. When you start to connect viewer behavior patterns with properly programmed adjacent content delivered and making the brand a hero, you start to get into a really unique offering.” About Amagi Amagi is a next-generation media technology company that provides cloud broadcast and targeted advertising solutions to broadcast TV and streaming TV platforms. Amagi enables content owners to launch, distribute, and monetize live, linear channels on Free Ad-supported Streaming TV and video services platforms. Amagi also offers 24x7 cloud-managed services, bringing simplicity, advanced automation, and transparency to all broadcast operations. Overall, Amagi supports 800+ content brands, 800+ playout chains, and 5000+ channel deliveries on its platform in over 150 countries. Amagi has a presence in New York, Los Angeles, Toronto, Mexico City, London, Paris, Sydney, Seoul, Singapore, and broadcast operations in New Delhi, and innovation centers in Bengaluru, Zagreb, and Łódź.

Why branded FAST channels are the next big thing in streaming TV

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