Partnership between Transmit and Wurl for delivery of FAST channel advertisements
In an exciting development for the CTV industry, Transmit and Wurl have formed a partnership to bring Transmit's in-stream ad formats to Wurl-powered FAST channels. This collaboration aims to create an effective ecosystem that boosts monetization for publishers, drives better outcomes for advertisers, and delivers an engaging experience for viewers.
The partnership is uniquely positioned to meet the growing demand for FAST channels as younger generations migrate toward them. CTV viewership continues to grow, primarily due to increased viewer consumption and engagement on FAST channels. With this partnership, publishers can now offer premium inventory for advertisers, providing a robust platform for advertisers to reach engaged, cost-conscious audiences without compromising their viewing experience.
The integrated solution, resulting from the technology integration between Transmit and Wurl, aims to make it easier for publishers to maximize the value of their content. The in-stream ad formats are designed for viewer retention, allowing publishers to generate revenue without compromising the audience experience. An example of the ad format is an ad in the program itself during a down moment instead of a full-screen ad break, thereby minimizing viewer churn.
The rise of subscription fatigue has created an opportunity for ad-supported models to thrive. By maximizing untapped advertising potential, this partnership will allow FAST publishers to make the most of the ad-supported programming opportunity.
This partnership is not alone in its efforts to improve the monetization and viewer experience of FAST channels. Companies like G-Mana Ad Solutions, VisualOn, Imagine Communications, Chyron, and Asport are also developing innovative solutions in this space. G-Mana Ad Solutions orchestrates business rules, sponsorship, and programmatic advertising, while VisualOn provides interactive SSAI technology for OTT and CTV. Imagine Communications offers broadcast management and convergent TV monetization platforms supporting premium ad decisioning and cloud workflows. Chyron and Asport partner to provide live production, automated graphics, and multi-channel content distribution, enabling flexible, scalable production workflows.
Dave Bernath, General Manager, Americas at Wurl, expressed his excitement about the partnership, stating that it's an exciting time for the industry, with Wurl and Transmit leading the charge in driving innovation in the space.
In conclusion, the partnership between Transmit and Wurl promises to revolutionize the CTV advertising landscape by offering a comprehensive, end-to-end solution for enhancing monetization and viewer experience on FAST channels. As the industry continues to evolve, partnerships like these will play a crucial role in shaping the future of CTV advertising.
