Digital Studio India Magazine released a full recap of IBC 2023, featuring insights from industry leaders that highlight the trends, innovation, and opportunities that defined the event. Among these influential leaders, Ben Tatta, Operative’s Chief Commercial Officer, emphasized the significant presence that FAST channels and converged advertising had on the show floor.
FAST channels and converged advertising were a key theme that resonated with multiple vendors across the IBC show floor. From Irdeto to Amagi, Synamedia and Amazon, each vendor saw the operation and use case of FAST channels according to their lens and offering. Conversations around FAST channels addressed the entire media chain – including content scheduling, playout, SSAI and CDN. Sell side and buy side vendors and ad-tech providers were heavily focused on the explosion of FAST channels globally.
Simplifying and offering converged ad buys was top of the agenda for the broadcasters, pay TV, and content providers we spoke with. The explosive growth of ad channels such as AVOD, FAST and CTV, and the multi-platform environment we find ourselves in has meant that media companies need to deliver clear ad outcomes to their advertiser customers. Media companies were therefore urgently looking for simplified and streamlined tools that could unify complex ad operations and drive revenue efficiency.