{"id":147769,"date":"2023-11-05T09:03:43","date_gmt":"2023-11-05T09:03:43","guid":{"rendered":"https:\/\/amplify.nabshow.com\/?post_type=articles&#038;p=147769"},"modified":"2026-03-04T01:10:58","modified_gmt":"2026-03-04T01:10:58","slug":"nabshowny-evan-shapiro-justin-evans-fast","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/nabshowny-evan-shapiro-justin-evans-fast\/","title":{"rendered":"Evan Shapiro Navigates the \u201cDark Room:\u201d How Data and Engagement are Shaping the Future of FAST"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns article-content is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The Televisioning of FAST\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/hdO0i2sulig?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">TL;DR<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Evan Shapiro and Justin Evans discuss the critical role of data analytics and audience engagement in the maturation of Free Ad-Supported Television (FAST).<\/em><\/li>\n\n\n\n<li><em>Samsung TV Plus, Samsung\u2019s own FAST platform, boasts an average viewer engagement of 110 minutes per day, outperforming the 34-minute average of linear networks.<\/em><\/li>\n\n\n\n<li><em>The lack of unified, comprehensive data, termed the \u201cdark room phenomenon\u201d by Evans, is a significant challenge hindering the growth of the FAST industry.<\/em><\/li>\n\n\n\n<li><em>As FAST matures, the focus is shifting toward more sophisticated monetization and audience targeting strategies, including a move from demographic-based to \u201cpsychographic\u201d-based selling.<\/em><\/li>\n\n\n\n<li><em>Shapiro and Evans agree that the FAST ecosystem has significant room for growth, especially in terms of content discoverability and global expansion opportunities.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Free Ad-Supported Television (FAST) is rapidly reshaping the media landscape, but how well do we really understand its potential? Media universe cartographer Evan Shapiro and Justin Evans, global head of analytics &amp; insights at Samsung Ads, examines how data analytics and audience engagement are critical factors steering FAST toward maturity in a fireside chat that goes well beyond the hype.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From debunking myths to highlighting untapped opportunities, the conversation provides a masterclass in understanding the complexities of FAST. Watch \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=hdO0i2sulig\" target=\"_blank\" rel=\"noreferrer noopener\">The Televisioning of FAST<\/a>\u201c in the video at the top of the page.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Evolution of FAST: More Than Just Reruns<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In just a few short years, FAST has gone from a fledgling concept to a burgeoning industry. Evans paints a vivid picture of this growth, recalling his early days at Samsung Ads. \u201cMy team was four-and-a-half people around a card table,\u201d he says. Four years later, the analytics group alone has expanded to 50 people globally across five continents. \u201cSo that\u2019s an indicator of how the business has grown.\u201d<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/Justin-Evans.jpg?ssl=1\" alt=\"Justin Evans, Global Head of Analytics &amp; Insights, Samsung Ads.\" class=\"wp-image-147773\"\/><figcaption class=\"wp-element-caption\">Justin Evans, Global Head of Analytics &amp; Insights, Samsung Ads<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">More than a platform for merely recycling library titles, FAST is evolving to include fresh content. One of the biggest myths the advertising community has about FAST, says Evans, \u201cis that because we\u2019re used to seeing these single-IP networks, we think of all of the FAST ecosystem as being simply, to use the 80s term, like reruns&#8230; and that\u2019s not true.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Samsung isn\u2019t just a spectator in the FAST arena; it\u2019s a key player with its own platform, Samsung TV Plus. Available as a preloaded app on all Samsung Smart TVs, Samsung TV Plus offers a linear television experience with upwards of 250 channels. The platform covers a wide range of categories, including single-title channels such as the <em>Baywatch<\/em> channel and the <em>Great British Baking Show<\/em> channel, as well as entertainment and lifestyle channels like Tastemade. With a reach extending to 24.6 million homes \u2014 about 38% of all US TV homes \u2014 Samsung TV Plus is a force to be reckoned with, as Shapiro observes, even outpacing giants like Comcast and Charter.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/Evan02.png?ssl=1\" alt=\"Evan Shapiro at NAB Show New York\" class=\"wp-image-147812\" style=\"width:840px;height:auto\"\/><figcaption class=\"wp-element-caption\">Evan Shapiro at NAB Show New York<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Evans explains how Samsung\u2019s strategy mirrors the moves of big tech companies that started with services and then diversified into hardware. \u201cSamsung is effectively doing that the other way around,\u201d he says. \u201cWe have, obviously, an enormous manufacturing, company business. And about nine years ago, they had the clever idea to start a services business. And what that means is we have a group of folks who make the operating system for the smart TVs. We have a team of folks who are licensed in bringing content into the ecosystem. And we have people who put ads on that content to monetize the attention.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He revealed some eye-opening statistics during the fireside chat. On average, viewers engage with Samsung TV Plus for 110 minutes per day, a figure that dwarfs the 34-minute average of linear networks. This high level of engagement isn\u2019t confined to a few top channels; it\u2019s widespread across the platform\u2019s diverse offerings.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Data Gap: The \u201cDark Room Phenomenon\u201d<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In the ever-evolving landscape of FAST, one of the most pressing challenges is the lack of comprehensive, unified data. Shapiro points out the absence of a \u201csingle source of truth\u201d in the industry, stating that data is often scattered and not easily accessible. This lack of clarity has led to what Evans calls the \u201cdark room phenomenon.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Evans elaborates, \u201cThe lack of data plays a really big part about why some of this is more obscure than it needs to be. And in fact, I would go even further and say the lack of data is a blocker to the business. It\u2019s a bottleneck to the growth of the streaming business.\u201d This \u201cdark room\u201d is a space that agencies and advertisers are hesitant to enter without adequate information, hindering the industry\u2019s growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the data gap doesn\u2019t just affect advertisers; it\u2019s a challenge for publishers as well. Evans discusses the publisher\u2019s journey to convert viewers from \u201csamplers\u201d to \u201creturners\u201d and then to \u201cloyalists.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe have solutions to identify people in each category and how to move them up the ladder,\u201d he notes, emphasizing the importance of re-engagement strategies. \u201cRe-engaging a \u2018sampler\u2019 at the right time with the right ad can effectively change the bounce rate from 62% to 14%,\u201d he adds.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Third-party measurement companies also come into play. \u201cThey play an important role as an impartial referee in the industry,\u201d Evans says, acknowledging the role of companies like Nielsen in providing some level of data standardization.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To help clients navigate this murky data landscape, Samsung Ads has developed a product called Audience Advisor. \u201cIt helps clients understand the streaming environment better,\u201d Evans explains.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Both Shapiro and Evans agree that FAST offers better discoverability of new content compared to SVOD services. \u201cFAST allows users to crash into new content,\u201d Shapiro says, attributing this to the grid-like structure of FAST platforms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The idea of creating a consortium of data from various platforms like Samsung, LG, and others is floated as a potential solution for the lack of a unified data source. \u201cIt could serve as a single source of truth,\u201d Shapiro suggests.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe did measurement and how often people come back and watch the app,\u201d said Evans. \u201cAnd then when they watch, how long do they watch for? And for me, this is a good indicator of engagement.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Road Ahead: Monetization and Audience Targeting in FAST<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As the FAST ecosystem matures, the focus is shifting toward more sophisticated monetization and audience targeting strategies. Evans is particularly excited about the potential of content-oriented data. \u201cNow that all of this content is digital, and we can read it from a data perspective, that also means it should be discoverable and almost innumerable ways,\u201d he says. This opens up new avenues for monetization, allowing advertisers to tag and label experiences that can be sold.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it\u2019s not just about selling; it\u2019s about selling smartly. Shapiro points out the shift from demographic-based selling to \u201cpsychographic\u201d-based selling, allowing for a more nuanced understanding of the audience. \u201cSolving the consumer\u2019s conundrum about what to watch next is going to be a key factor,\u201d Shapiro notes, emphasizing that platforms like Samsung are well-positioned to solve this problem due to their central role in living rooms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The ability to monetize content through audience buying is another exciting frontier. \u201cNow that there\u2019s so much more scale in a FAST environment, each one of those networks can be contributing to reaching that 5-10 to 15% of the audience,\u201d Evans explains. This not only increases the value proposition for advertisers but also opens up new monetization opportunities for networks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One of the most striking revelations from Evans was about re-engaging samplers. \u201cWe\u2019ve introduced solutions to re-engage samplers at the right time with the right ad, effectively changing the bounce rate from 62% to 14%,\u201d he says. This is a game-changer in terms of increasing loyalty and, by extension, ad revenue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Both Evans and Shapiro agree that there\u2019s a lot of room for growth in the business, especially with more channels being curated into the system. Shapiro even hints at global expansion opportunities, mentioning that Germany is one of the fastest-growing FAST markets.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As the FAST ecosystem continues to evolve, the role of data in shaping its future cannot be overstated. But data alone isn\u2019t the endgame; it\u2019s the lens through which the industry can gain a clearer understanding of itself. \u201cRight now, I&#8217;m focused on trying to contextualize the FAST experience for that advertising buyer universe,\u201d Evans says. \u201cThat&#8217;s where I feel like there&#8217;s sort of this education gap. And I think the challenge there is: \u2018What&#8217;s the perception \u2014 or just kind of the fuzziness \u2014 in the media and ad community around FAST?\u2019\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">FAST continues to mature rapidly, and it\u2019s clear that data analytics will not only illuminate the \u201cdark room\u201d but also pave the way for innovative strategies in monetization and audience engagement \u2014 the untapped opportunities that lie ahead.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Evan Shapiro and Justin Evans examine how data analytics and engagement are critical in the maturation of Free Ad-Supported Television 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