For decades, television advertisers have faced a trade-off:
- Traditional linear TV: Delivers broad reach, utilizing the power of sight, sound, and motion on the big screen to capture more focused attention and foster immersive brand-building. However, it lacks the precise targeting modern marketers crave.
- Digital and addressable channels: Offer highly precise targeting and robust measurement capabilities but struggle to replicate linear TV’s unique combination of visual impact and viewer engagement on the big screen.
Connected TV (CTV) bridges this gap by preserving television’s immersive, large-screen experience—where audiences are more attentive to the content—while offering the precise targeting capabilities long associated with digital and addressable channels.
Yet, as the industry evolves, there’s a growing realization that lower-funnel performance marketing—which emphasizes quick wins from in-market shoppers—doesn’t fully support long-term brand growth. Leading brands have increasingly noted that relying solely on performance tactics can limit sustained demand and brand equity.
Within CTV lies a powerful subset: Free ad-supported streaming TV (FAST). As consumers gravitate toward free streaming options, FAST has emerged as a key focal point for reaching immediate and future buyers. In this article, we’ll explore why focusing only on in-market shoppers risks missing the larger pool of “future-ready buyers” and how FAST platforms enable brands to engage them effectively.
The challenge: Over-fixation on “in-market” shoppers
One common marketing hurdle is “lower-funnel myopia”—focusing almost exclusively on in-market shoppers who are ready to buy immediately. While this can yield quick wins, it also means brands miss opportunities to improve in three critical areas:
- Competition and costs: By chasing the same immediate buyers, brands drive up media costs, especially as programmatic ad spending continues to climb each year.
- Missing out on future buyers: Most consumers aren’t looking to buy right now. In fact, only 5% of potential consumers are active ‘in-market,’ meaning the other 95% represent future-ready buyers open to purchasing soon. Over-focusing on in-market audiences overlooks people who could be primed to purchase soon.
- Inefficient spend on “sure bets”: Over-targeting likely buyers inflates costs for conversions you’d capture naturally. Shifting budget toward brand priming boosts incremental ROI.
Expanding the funnel isn’t just smart – it’s necessary
While many advertisers have prioritized short-term conversions, the data shows a growing imbalance—and a potential risk to long-term brand health. According to The CMO Survey (eMarketer, Nov 2024), CMOs allocated nearly 69% of their 2024 budgets to short-term brand performance, leaving just 31% for long-term brand building. If you’re only engaging consumers when they’re already in-market, you’re effectively joining the race at the final lap—and often paying a premium to do so.
So where does that leave the vast majority who aren’t buying right now? That’s where future-ready buyers come in.
The solution: “future-ready buyers”
So, how can you broaden your reach without resorting to a “spray-and-pray” strategy? Enter category future-ready buyers—consumers who aren’t actively shopping right now but remain open to your product category. They’re not firmly opposed or “locked out” of it. For example, existing electric vehicle (EV) owners may not be in-market this very moment, but they could be ready to purchase another EV when their lease ends or a new model debuts, making them ideal future-ready buyers.
Why they matter:
- Cultivate future demand. Engage buyers early to stay top-of-mind when they’re ready.
- Build a sustainable brand pipeline. Develop ongoing interest instead of repeatedly chasing immediate leads.
- Expand your reach. Broaden targeting beyond active shoppers for long-term growth.
Use marketing data to avoid overspending on future buyers
Identifying future-ready buyers is powerful—but how do you avoid wasting spend on unlikely buyers? Marketing data helps refine your targeting with real consumer insights, maximizing ROI and campaign efficiency.
- Precisely define your segments: Use lifestyle, demographic, and psychographic data to target consumers who are open to your product, avoiding wasted impressions on uninterested audiences.
- Prioritize privacy and compliance: Choose partners who prioritize data security and adhere to regulations, ensuring your campaigns stay both trustworthy and effective.
FAST: The strategic channel for reaching future ready buyers
FAST services, like Samsung TV Plus, have evolved into a crucial medium for advertisers eager to strike a balance between scale and precision.
Here’s why:
- Engaged audience: Viewers access free, premium content in exchange for ads, making them receptive and attentive.
- Advanced targeting: FAST offers precise segmentation beyond traditional TV, helping you reach Samsung consumers both in-market and future buyers effectively on the biggest screen in the household.
- Positive viewer experience: Free content creates a relaxed viewing environment, increasing ad attention and recall.
Samsung TV Plus and Experian Marketing Services: Scale meets precision
Samsung TV Plus offers expansive reach and contextual targeting aligned to viewer interests. Experian Marketing Services complements this by identifying consumers most likely to buy, leveraging demographic, lifestyle, and intent data—helping you effectively engage future-ready buyers.
Putting it into practice: A use case
Scenario
An electric vehicle (EV) brand, EVolution Auto, wants to reach eco-conscious consumers who aren’t shopping for a car right now but might consider one soon. They also want to track how ads influence brand consideration and sales over time.
Approach
- Identify future-ready segments
Using Experian data, EVolution Auto focuses on “eco-conscious drivers”—people interested in sustainability who are likely to be open to an EV in the near future. - Activate on Samsung TV Plus
The brand places targeted ads on channels with environmental or tech content. With millions of monthly users and a relaxed viewing experience, EVolution Auto’s spots get more visibility, boosting ad recall.
Outcome
By pairing Samsung TV Plus’s broad reach with Experian’s precise audience data, EVolution Auto achieves measurable lifts in brand consideration, website traffic, and dealership visits—effectively priming future EV buyers and driving long-term sales momentum.
Building a future-proof strategy
Exclusively targeting in-market consumers can limit your brand’s long-term potential. By focusing on those not currently shopping—but still open to your category—you widen your future buyer pool and keep your brand top of mind. FAST services like Samsung TV Plus, paired with Experian’s marketing data, offer a powerful way to balance scale with precision–delivering strong engagement today while priming your brand for long-term growth. By shifting your focus toward tomorrow’s buyers today, your brand doesn’t just stay relevant—it sets the stage for sustained market leadership and growth.
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In our Ask the Expert series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Samantha Zhang, Senior Data Scientist, and Jim Meyer, General Manager of the DASH TV Universe Study at the Advertising Research Foundation (ARF). DASH is an annual tracking study conducted by the ARF to define and better understand TV audience behavior and household dynamics. What does DASH measure, and how does it help the industry understand TV consumption today? By capturing hundreds of individual- and household-level data points from each respondent in a rigorous and nationally projectable sample, DASH creates a comprehensive picture of U.S. consumer TV “infrastructure” – how America watches. Core elements in DASHElements that create context in DASHTV setsLocation | brand | smartness | service modes | sources DemographicsConnected devices Game consoles |video players | streaming devicesYesterday viewing Daypart | TV/device genre | Out-of-home viewingMobile devicesOwners | sharing usersShoppingOnline and in-store | Exposure to major RMNsInternet serviceModes | ISPs | connectivity by device Streaming audio Streaming TVSVOD/AVOD tiers and sharing | FAST Email accounts and apps Live TV Modes of access | including casting from devices Social media For example, DASH gathers: Data on every TV set, including brand, room location, age, “smartness,” and connection devices and modes Household connectivity and video service data, even in homes with no TV set Internet Service Providers (ISP) and TV service usage, including Multichannel Video Programming Distributors (MVPDs), virtual vMVPDs, streamers (ad-supported and premium), and Free Ad-Supported Television (FAST) channels Person-level ownership and usage of video-capable mobile devices, including smartphones, tablets, and laptops Measures of viewing and co-viewing across dayparts, devices, and services Additional modules covering shopping and retail media networks, streaming audio, social media, email, and apps Broad coverage and granularity make DASH a uniquely robust source of truth for practitioners across the industry, including measurement experts and ad programming strategists. DASH also reports regularly (and publicly) on key industry dynamics. DASH identified a growing segment of device-only viewers – now nearly 9 million households that watch TV, but do not own a TV set – and highlighted the implications of that trend for traditional ratings systems based only on households with TV sets. Households (HHs – million)2025 HHs (M) U.S. penetrationChange vs. 2024 (M)Total US134.8100%+2.7Connected TV (CTV)114.685%+2.1TV (Set)124.292.2%+1.1Device-only8.86.6%+1.6TV-Accessible133.198.7%+2.7 DASH called out the rise in app-based pay TV and proposed a new connection framework that better represents the modern TV world, in which linear and streaming overlap. DASH also defines the universes of households reachable with advertising. This graphic, for example, shows how all ad-supported linear and streaming properties in aggregate define the true scale of TV advertising. While 35 million households (and growing) are reachable only with streaming ads and 13 million (and falling) only with linear ads, most households are reachable with both, underscoring the importance of understanding the “overlap.” Who uses DASH data, and what decisions does it help inform? There are three primary users of DASH, each with its own use cases: Measurement providers, including Nielsen, use DASH to calibrate viewership data, turn household data into persons data (and vice versa) and estimate potential reached audiences–what the providers call media-related universe estimate (MRUEs)–for the calculation of ratings. Not surprisingly, measurement companies were the first to see the value that an independent TV universe study could provide. Media companies, including major broadcasters and streamers, use DASH to add context and color to their ad sales presentations – and to track the measurement providers, whose ratings play a major role in valuing ad inventory. AdTech companies, including Experian, use DASH to create high-value audience segments for activation. The recent accreditation of DASH by the Media Rating Council (MRC) and adoption by Nielsen as an input to its TV ratings have generated interest from a broad range of companies. We are actively pursuing new licensees and partners to make DASH more useful within, and even outside, the TV ecosystem. What does MRC accreditation signify, and why is it meaningful for DASH? MRC accreditation means DASH passed a rigorous audit conducted by Ernst & Young over many months, which validated our methodology, controls, and data quality. MRC accreditation establishes that DASH is an industry-standard dataset. While the service provider normally announces its own accreditation, the MRC took the unusual step of issuing its own release on DASH, announcing the accreditation of DASH for TV universe estimation and endorsing the study for broader, cross-media use. How does Experian use DASH data to build audiences? The segments combine specific TV usage habits and behaviors from DASH with Experian data on demographics, spending, and other contextual inputs to create a fuller view of consumer viewing behavior. They are designed to be valuable to advertisers in many categories and planning contexts – and to be customizable to fit advertisers’ media targets. The segments can be used to: Apply or suppress audiences to improve target coverage across a campaign Better align media and creative Reach elusive but high-value viewers, such as Ad Avoiders Drive valuable consumer behavior Achieve specific advertising objectives What are some practical use cases for DASH-based audiences? Here are some practical use cases for four different kinds of DASH segments in five different advertiser categories. Travel Co-WatchersA couples-only resort uses TV Co-Watching Households without Children to strengthen target reach and ad memory recallA big theme park destination uses TV Co-Watching Households with Children to reach families in moments of togetherness Home Entertainment TV Owners and Brand LoyalistsA premium TV manufacturer uses the overlap of Multi Brand TV Owners and Single Brand TV Loyalist Households to market its newest TV model to its most loyal consumers. Fast Food Screen Size ViewersA fast food chain with a high-impact new brand campaign uses Large Screen TV Viewers to better align the media and creativeThat same fast food chain uses Small-Screen TV Viewers to drive store traffic by increasing exposure of its retail campaign among on-the-go viewers Financial Services Cord Cutters A personal cost management app and a cash-back credit card target Streaming-First Cord Cutter Households to reach young, tech-savvy, cost-conscious consumers Thanks for the interview. Where can readers learn more about DASH? We started work on DASH seven years ago, and it’s been fun to watch it “grow up.” Our partnership with Experian is a big step toward putting DASH to work for advertisers and agencies. To learn more, visit our site at https://theARF.org/DASH or contact us at DASH@theARF.org. Contact us About our experts Samantha Zhang, Senior Data Scientist at ARF Samantha Zhang is a Senior Data Scientist at the Advertising Research Foundation working on the DASH TV Universe Study, with additional research spanning areas including attention measurement, digital privacy, and artificial intelligence. Jim Meyer, General Manager, DASH, at ARF Jim Meyer is general manager and co-founder of the ARF DASH TV Universe Study and managing partner of Golden Square, LLC, which advises media and research technology companies on growth strategy and development. Latest posts
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