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The importance of ad break quality in the transition from linear TV to AVOD and FAST channels

by | Jul 7, 2024 | Blog

realistic image of a person watching television in a living room, visibly annoyed as their program is interrupted by a commercial break. The person
In the ever-evolving landscape of television, the shift from traditional linear TV to streaming platforms has brought about significant changes in how we consume content and, consequently, how advertisers reach their audiences. One crucial aspect of this transition is the quality of ad breaks. As more viewers migrate to Ad-Supported Video on Demand (AVOD) and Free Ad-Supported Streaming TV (FAST) channels, ensuring a seamless and engaging ad experience is essential for maintaining viewer satisfaction and advertiser confidence.

The gold standard of linear TV

For decades, linear TV has set a high bar for ad break quality. Advertisers had robust controls over ad placement, frequency, and competitive separation. These controls ensured that viewers were not bombarded with repetitive ads, maintaining their engagement and receptiveness. The experience was polished and predictable, creating a trust between broadcasters, advertisers, and viewers.

The challenge for AVOD and FAST channels

In contrast, the world of AVOD and FAST channels presents new challenges. While these platforms offer the allure of free content, they often fall short in delivering the same quality of ad breaks that viewers are accustomed to from linear TV. Common issues include:

  • Repetitive Ads: Viewers often see the same ad multiple times within a single ad break, leading to frustration.
  • Poor Transitions: Ad breaks can feel abrupt, with screens going blank or content snippets playing out of order.
  • Lack of Controls: Advertisers lack the same level of control over ad frequency and competitive separation, reducing the effectiveness of their campaigns.

These problems not only diminish the viewing experience but also undermine the value of ads, as irritated viewers are less likely to engage with the advertised products or services.

The path forward: enhancing Ad Breaks in AVOD and FAST

To address these issues, AVOD and FAST channel providers must prioritize improving ad break quality. Here are key strategies to achieve this:

  1. User Experience Focus: Designing ad breaks that mimic the polished feel of linear TV, with smooth transitions and minimal disruption to the viewing experience.
  2. Frequency Management: Implementing robust frequency capping to prevent the same ad from appearing multiple times within a single viewing session.
  3. Competitive Separation: Ensuring that ads from competing brands do not appear back-to-back, maintaining advertiser trust and viewer satisfaction.

Conclusion

As the shift from linear TV to AVOD and FAST channels continues, the importance of high-quality ad breaks cannot be overstated. Viewers expect a seamless, engaging experience, and advertisers require the control and reliability that traditional TV has long provided. By investing in advanced technologies and adopting best practices from linear TV, streaming platforms can enhance ad break quality, ensuring satisfaction for both viewers and advertisers. This commitment to quality will be key to sustaining the growth and success of AVOD and FAST channels in the competitive media landscape.

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