Branded FAST Channels: The Next Wave in Streaming Innovation

The emergence of free ad-supported streaming TV (FAST) channels has provided brands with innovative ways to connect directly with audiences. Major companies are launching their own channels, with notable examples like PepsiCo’s FLVR and Mattel’s children’s programming. Industry experts emphasize the importance of discoverability and smart strategies for brands to stand out in the crowded streaming market, addressing both opportunities and technological challenges as they evolve.

As the streaming landscape evolves, free ad-supported streaming TV (FAST) channels are swiftly capturing the attention of brands, ushering in a new era where classic television meets digital innovation. Big players like United Airlines and Expedia are not merely observing this trend; they’re diving in headfirst by establishing media departments to reach audiences through their own branded FAST channels. This shift has given rise to exciting offerings such as PepsiCo’s FLVR on FireTV and Mattel’s assortment of children’s channels on Samsung TV Plus. During a recent discussion at Ad Age’s Business of Brands conference in Chicago, industry experts James Smith from Amagi and Dana Schueller from Starcom highlighted how major brands are harnessing FAST channels to connect directly with viewers. “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,” Smith noted, showcasing the paradigm shift away from conventional television broadcasting towards a more engaging, personalized digital space. Branded FAST channels are especially tempting due to their accessibility—viewers can tune in whenever they please without the constraints of subscription fees, much like classic television. This akin to opening a treasure chest of nostalgia, where beloved shows and films are available at the touch of a button on platforms like Tubi and Pluto TV. Schueller pointed out that licensed content, like the ever-popular “Little House on the Prairie,” is taking the lead in FAST channel rankings. The advent of connected TV (CTV) further amplifies this opportunity, as brands with rich libraries of premium content can cultivate a unique narrative around their offerings. However, brands face an oversaturated marketplace, compelling them to employ clever strategies to stand out. For instance, utilizing localized content—as Schueller illustrated with the airline example—could effectively foster a deeper connection with viewers in specific regions. The excitement building around branded FAST channels, such as Mattel’s creative ventures and Home Depot’s content under the “Merry and Bright” banner, showcases brands connecting with consumers in imaginative ways. Temporary channels can provide fresh engagement opportunities during key launches and campaigns, allowing brands to curate nostalgic favorites alongside original content. But, the landscape isn’t without its challenges. “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 remarked, pointing to the need for advances in technology to keep pace with user demands. A promising solution lies in personalized electronic program guides (EPGs), which merge the immediacy of on-demand viewing with traditional channel surfing. Smith concluded with a note of optimism: “There’s really a lot of amazing content out there. 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.” The potential for creating a uniquely engaging viewer experience is ripe for the taking in this new world of streaming TV.

The rise of fast channels has become a significant development in the streaming television ecosystem, picking up momentum as brands leverage these platforms for direct consumer engagement. With the declining emphasis on traditional television modes, innovative approaches are emerging as brands explore the full potential of free ad-supported streaming services. With examples such as FLVR and various Mattel channels, the landscape is evolving rapidly, driven by the necessity for brands to adapt to changing viewer habits and preferences.

Branded FAST channels are not just a fleeting trend; they represent a pivotal shift in the advertising world, providing brands with a direct line to their audiences. The potential for innovation and engagement is vast, promising bright horizons for both content producers and viewers alike. As brands navigate this landscape, the focus will be on creativity, localization, and leveraging valuable content to create meaningful connections with consumers in this new digital era.

Original Source: adage.com