Streaming TV is garnering significant advertiser interest, yet much of this enthusiasm overlooks crucial distinctions between true streaming content and traditional linear TV. With linear television still capturing close to half of all TV viewing, it’s vital for brands to accurately differentiate between these categories. Content on platforms like Amazon Prime Video or live feeds, such as NFL broadcasts, offer different viewer experiences that can impact advertising strategy and effectiveness.
The current advertising landscape sees a disconnect where only 40% of CTV audiences encounter ads. With CTV available in nearly 90% of US homes, it is astonishing that a significant portion of viewers interacting with ad-supported streaming content are actually consuming it through linear means. This illustrates the complexities within the ecosystem that advertisers must navigate to maximize their campaigns.
In discussing the monetization of a program airing simultaneously on linear and FAST channels, it’s apparent that inventory can be sold differently in each environment. The division of commercial time highlights how these two domains overlap; the FAST network's ability to sell inventory once allocated to local markets signifies an ongoing convergence between streaming and linear ad sales.
With FAST networks accounting for 20%-25% of ad-supported streaming and a significant inventory being sold through linear means, advertisers must not only grasp the terminology but also understand the implications of their media strategies. As they rush to snap up streaming slots, overlooking the nuances of how and where ads are consumed can lead to inefficiencies in campaign execution.
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