CTV and FAST TV are two of the leading providers of digital advertising solutions in the world. They offer innovative and effective ways to reach and engage audiences across multiple platforms and devices. In this post, we will compare and contrast their features, benefits, and challenges, and help you decide which one is best for your business needs.
CTV stands for Connected TV, which refers to any device that can stream video content over the internet and display it on a television screen. This includes smart TVs, gaming consoles, streaming devices, and set-top boxes. CTV works by using a combination of hardware, software, and network protocols to deliver the content to the viewers. Some of the main components of CTV are:
- The CTV device, which connects to the internet via Wi-Fi or Ethernet and has an HDMI port to connect to the TV screen.
- The CTV platform, which provides the user interface, the content library, and the app store for the CTV device. Some examples of CTV platforms are Roku, Amazon Fire TV, Apple TV, and Android TV.
- The CTV app, which is a software application that runs on the CTV platform and provides access to a specific content provider or service. Some examples of CTV apps are Netflix, YouTube, Hulu, and Disney+.
- The CTV ad server, which is a software system that delivers ads to the CTV app based on the viewer’s data and preferences. Some examples of CTV ad servers are Google Ad Manager, SpotX, Magnite, and Verizon Media.
CTV has many benefits for both viewers and advertisers, such as:
- Viewers can access a variety of content, such as live TV, on-demand video, and apps, without the need for a cable or satellite subscription.
- Viewers can enjoy a high-quality viewing experience with HD resolution, fast loading, and interactive features.
- Advertisers can target and measure their campaigns more precisely than traditional TV advertising, using data such as demographics, interests, behavior, and location.
- Advertisers can deliver personalized and relevant ads to viewers, increasing engagement and conversion rates.
- Advertisers can optimize their ad spend by choosing the best time, frequency, and format for their ads.
FAST TV stands for Free Ad-Supported TV, which refers to any streaming service that offers free video content with ads. This includes platforms like Pluto TV, Tubi, Crackle, and Peacock. FAST TV works by using ad servers that insert ads into the video streams based on the viewer’s preferences, location, and device. FAST TV has many benefits for both viewers and advertisers, such as:
- Viewers can enjoy a wide range of content, such as movies, shows, news, sports, and music, without paying a monthly fee.
- Viewers can discover new and diverse content that suits their tastes and moods.
- Advertisers can reach cord-cutters and cord-nevers who are not reachable through traditional TV advertising.
- Advertisers can leverage the power of streaming platforms to increase their brand awareness and loyalty.
- Advertisers can benefit from the lower cost per impression (CPM) of FAST TV compared to CTV or traditional TV.
However, FAST TV also has some challenges that need to be addressed, such as:
- Viewers may have less control over the content they watch, as they cannot skip or pause the ads.
- Viewers may experience lower quality or buffering issues due to the high demand for bandwidth.
- Advertisers may face more competition and clutter in the ad space, as more platforms and publishers enter the market.
- Advertisers may have less data and transparency on the performance and effectiveness of their ads.
- Advertisers may have to comply with different regulations and standards across different regions and platforms.