🌟 Grateful for the opportunity to join Medientage 2024 and discuss the potential of FAST channels for the ad industry together with Katharina Baumann, Christoph Freier and Juliane Paperlein !
In the course of the discussion I shared six key theses based on real data from the Zattoo TV Platform, illustrating how the integration of FAST channels into IPTV services add value for content providers, viewers, and advertisers alike. Here's a quick summary:
1️⃣ Enhanced Content Monetization: FAST channels integrated into IPTV and streaming services give rights holders a new way to monetize video libraries. Example: DEFA TV, Familie Dr. Kleist, Grjngo and Wedo TV. An increasing number of such channels are already achieving substantial revenue.
2️⃣ Improved Viewer Experience: Adding diverse content like true crime, classic movies, and documentaries enriches the viewing options for users of IPTV services.
3️⃣ Growing Viewer Engagement: FAST channels are not only available but also actively watched—garnering 2.6% of all viewing minutes of Zattoo in Germany, 2.8% in Switzerland, and 4.1% in Austria (as of September 2024).
4️⃣ Attractive for Advertisers: FAST channels integrated in IPTV services offer ad placements similar to traditional TV but with advanced targeting capabilities. Advertisers can reach audiences based on specific audience segments, which means tailoring ads to viewer interests or behaviors, such as automotive enthusiasts, sports fans, travel lovers, pet owners, home improvement aficionados, and foodies. This approach gives advertisers the flexibility to deliver ads more precisely, targeting audience segments instead of booking individual channels. And FAST channels are a viable option even for brands with smaller budgets (campaigns start from €5k).
5️⃣ High Market Demand: Connected TV ad placements are in high demand, with 80% of campaign requests at Zattoo focused on CTV. Premium CPMs and successful revenue generation for partners demonstrate the channel’s market potential.
6️⃣ New Revenue Streams for IPTV Providers: FAST channels empower IPTV platforms to participate in ad-supported models, generating revenue that, with scale, becomes highly impactful.
📊 FAST channels are reshaping our industry, offering benefits across the board, from content monetization to targeted advertising.
The TV industry keeps evolving!
#mtm24 #Medientage2024 #FASTchannels #IPTV #Streaming #Advertising #Zattoo #ConnectedTV
