Consumers are increasingly turning to free ad-supported streaming (FAST) services, with a 57% shift over the last year alone, according to Courtney Howell, Head of Media & Advertising Sales at Samsung Ads.
This adoption is driven by several factors, including the ability for marketers to reach audiences at scale and for consumers to access premium, high-quality content for free, especially if they have subscription fatigue or don’t want to pay for additional services.
“It very much looks and feels like linear cable television for marketers, there’s the opportunity as well to extend your reach beyond your traditional linear TV buy,” said Howell in an interview with Beet.TV.
FAST Programming Diversifies with Sports, Original Content
FAST channels are becoming more diverse in their programming, with a drive towards providing more sports-driven content, original content, and video content.
“We at Samsung have recently announced several different bespoke channels with, for instance, a Conan O’Brien and a Kevin Hart. So really leaning into that comedy driven genre,” Howell said.
“Also, when we think about sports, we’ve recently announced new partnerships, for instance, with the MLB, the NHL, the WNBA with a nod to female driven sports consumption really and increasing.”
Samsung is also expanding its video-on-demand library, bringing on more longer-form movies for consumers.
Interactive Ad Formats Drive Engagement and Outcomes
The evolution of ad creative is accelerating, with interactive ad formats driving engagement and specific desired outcomes.
“Interactive ad creative that is providing overlays, driving interaction, so quizzes within specific ad creative for shoppable more than just a QR code,” Howell explains. “But the evolution of that, specifically beyond retail, beyond fashion. Think about the automotive category and the implications that we can have there.”
As the largest TV manufacturer globally, Samsung is also exploring voice-activated shopping through the TV, such as ordering a blender while watching a cooking show.
You’re watching coverage of Beet.TV Leadership Summit with Dentsu, presented by Koddi, Samsung Ads, & The Trade Desk. For more videos from this series, please visit this page.
