Streaming Spotlight

Single IP Channels Are Quite Multifaceted

Single IP channels, those channels that show the same TV series, franchise or character playing non-stop 24/7, have been a boon to the FAST industry by providing recognizable content for consumers to binge and for brands to feel good putting their budgets behind.

The growth rate and emergence of new single IP channels indicates it’s not just a passing fad but a sustainable model within the ad-supported streaming ecosystem. The dedicated nature of these channels fosters a loyal viewership, providing a reliable audience for advertisers. But do advertisers pay attention, or even care about this popular channel format? We think they should. Read More →

Scale Rules the Day

According to an article in AdWeek, programmatic buyers have pulled spend from Pluto TV over concerns that the FAST platform is tricking their algorithms into spending too much through bid duplication. While buyers' proactiveness to cut spending for any questionable inventory is commendable, this incident exposes a deeper issue: in the world of programmatic advertising, scale rules above all else.

Publishers tend to focus solely on filling as many impressions as possible at a high CPM, and sending more impressions for auction often produces more bids and higher options. DSPs, meanwhile, will say they want quality traffic but throw out impressions before they get to buyers and have their bidder algorithms focus on the cheapest inventory at scale. The incentives are miles apart.

If the industry wants to put an end to bid duplication, the stakeholders need to be more aligned and the reward for scale has to change. Read the AdWeek Article →

Happenings Around Our Orbit

• Google halts plans on cookie deprecation, a decision that might be moot amid the continued growth of cookieless spaces like CTV. 

• Eric Schmitt, Research Director at Gartner, says “it does still behoove advertisers to talk directly to publishers” when asked what TV advertisers should do to make their lives a little easier, especially as it relates to getting the best audience targeting. We agree.

• As Election Day nears and the estimated $1.56 billion that’s projected in CTV ad spend starts to pour into the marketplace, remember SPACEMOB is open to political ads and can help fulfill your political campaigns.

Interested in learning more about our channels and how entertainment brands use FAST as a marketing vehicle? Want exclusive access to our audiences via PMP deals? Reply to this email.