Wurl Data Shows Untapped Ad Inventory in FAST News Channels
Wurl's latest CTV Trends Report advocates for advertisers to re-evaluate their brand safety strategies on FAST news channels, suggesting that broad exclusions lead to missed valuable audiences. The report highlights how scene-level contextual targeting, which evaluates content moments before ad breaks, provides advertisers with more precise control to unlock premium inventory. Wurl's CEO Dave Bernath noted that this technology allows for a more nuanced approach to brand safety compared to traditional genre-level exclusions.
Key Takeaways
- Wurl's CTV Trends Report suggests advertisers lose audiences by using broad channel- or genre-level exclusions for FAST news.
- Scene-level contextual targeting evaluates specific content moments before ad breaks for more precise brand safety control.
- News constitutes 8.6% of all FAST viewing hours, with 7.4% driven by households watching almost exclusively news content.
- 35.7% of analyzed news scenes were classified as fully brand safe across IAB-aligned categories.
- 6.4% of devices account for over 80% of total news consumption on FAST platforms.
Why It Matters
Wurl's report challenges current ad buying practices on FAST news, indicating that advertisers may be unnecessarily limiting reach by adhering to outdated brand safety strategies. Implementing scene-level contextual targeting could unlock a significant but often excluded audience segment for brands seeking engagement on CTV. This shift could push ad tech providers to enhance contextual targeting capabilities for monetizing news content and other genre-sensitive inventory. Watch for increased adoption of granular content analysis tools among advertisers and platforms, as well as potential shifts in ad spend toward previously avoided content categories leveraging this technology.
Read full article at demandgenreport.com
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