FAST channel ecosystems provide advertisers with a sandbox to test new CTV formats, targeting tools, and programmatic buying methods. The environment supports lower-cost, high-volume experimentation, giving publishers and partners flexibility to trial ad products that are harder to deploy in linear TV. FAST can feel old-fashioned because it resembles earlier TV viewing with scheduled programming and commercial breaks. Despite that familiar experience, ad matching to on-screen content is becoming more sophisticated through contextual targeting. A partnership between Anoki and Amagi has developed scene-level contextual targeting capabilities. Since 2024, they have worked on real-time scene-level contextual ads and released an overlay format that places contextually relevant ads within relevant scenes. Ads can appear beneath content in a squeeze-back overlay, improving timing and memorability compared with waiting for mid-roll pods.
"The FAST channel ecosystem is providing advertisers with a sandbox (no, not that sandbox) to test new CTV formats, targeting tools and programmatic buying methods. It's a lower-cost, high-volume environment where publishers and their partners have room to play around with ad products that would be harder to roll out in a linear TV setting."
"Since 2024, the two have been working to develop scene-level contextual targeting capabilities, and in March they released a new overlay format that serves contextually relevant ads within relevant scenes in real time. For example, say you're in the middle of the 2009 movie "Julie & Julia" on a streaming FAST movie channel, and you're watching a scene where Julia Child is taking a fresh pie out of the oven."
"If a bakeware brand wanted to reach you based on that moment, they'd typically have to wait until the next available mid-roll ad pod. With scene-level ads, the message appears just beneath the content in a squeeze-back format, which compresses the main video and frames it with an ad that runs down the side and across the lower third of the screen."
""The main goal here," Kodige said, "is can you make your ad memorable for that user by putting it in the right contex"
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]