It’s generally agreed that quality will be a key success factor of FAST channels.
So how can success be achieved when, by their nature, ad insertions are considered an interruption to the viewer experience?
It’s a trade-off between engagement V reach that calls for careful management.
It’s a question of balancing the quality of the viewer experience with the effectiveness and efficiency of the ad insertion:
- Timing of insertion: The timing of insertion needs to be right in terms of minimum disturbance to the viewer whilst optimizing viewer numbers and target audience. This is where Operations, Marketing, Ad Sales, Content and Research teams need to work closely together to ensure an optimal balance between engagement V reach is reached.
- Frequency of ad insertions: The frequency of single ads needs to be effective in terms of optimising viewer numbers whilst also offering a qualitative viewer experience. Again, cross-functional considerations need to be taken into consideration in the decision-making process.
Get in touch for advice on how to manage the trade-off between engagement V reach for your FAST channels: tuckermedia.eu@gmail.com