OKAST, a video and audio streaming platform developer, today announced the launch of an EU-funded consortium for the development of a new solution for optimising advertising in ad-supported streaming environments.
The ASAP4EU (Advertisement Solutions and Analytics Platform) consortium aims to accelerate the development of a European advertising network, specifically built for ad-supported video-on-demand (AVOD) and free ad-supported streaming TV (FAST) services.
The founding members of ASAP4EU are:
- OKAST – a FAST channels provider owned by MEI Group
- Broadpeak – a provider of video delivery components, including dynamic ad insertion technology used by the TF1+ streaming service
- Titan OS – the TV operating system now used on Philips and AOC smart TVs
- SIC Portugal – an Impresa-owned TV network whose FAST channels are delivered by OKAST
“Through this consortium, we unite expertise in technology, advertising, platforms, and content with the goal of creating a fair, transparent, and robust advanced advertising solution,” said Cédric Monnier, CEO and Co-Founder of OKAST. “Our ambition is to enhance European content monetisation across FAST and AVOD platforms while fully respecting regulations and preserving the richness of our culture.”
Built in Europe
This latest move for ad tech collaboration in Europe comes as AVOD and FAST models start to gain traction in the region. The European FAST market is forecast to reach $490 million in 2024, according to Statista, still trailing the $1.3 billion proposition in the US. The lack of free broadcaster content in the US has helped the FAST market mature more quickly than in Europe, where strict EU regulation has also stymied attempted mergers between European broadcasters.
This has left European TV companies looking to “safeguard their cultural and economic sovereignty in the rapidly evolving audiovisual landscape,” according to the consortium, while boosting their presence in the face of competition from global streaming giants. But ad-supported models are becoming standard practice across the streaming industry, and the initiative seeks to establish the technological infrastructure required for a European content monetisation ecosystem.
ASAP4EU is therefore designed to bolster the competetiveness of European players by introducing interactive ad solutions for FAST and AVOD services across Europe. The initiative will develop tech and content strategies specifically tailored to the European market, while also building the potential for international scalability.
This includes optimising revenue streams for European video platforms and content owners, with AI-based meta-content used to boost the discoverability of ad-supported services in the fragmented video ecosystem. ASAP4EU also said it will ensure data traceability in line with European regulations, create personalised FAST channels, and use AI to develop interactive ads.
“The TV advertising industry is changing,” said Titan OS COO Tim Edwards. “This consortium understands the key role of local expertise in Europe, from content distribution and localisation to audience fragmentation and regulatory constraints. Through ASAP4EU, we will introduce advanced technologies and ad solutions to Titan OS that will strengthen our proposition to advertisers and content partners, expanding their distribution channels, helping them impact hard-to-reach audiences with relevant TV experiences and unlocking monetisation opportunities for the entire ecosystem.”
Accelerating FAST
The consortium noted that its members were previously involved in OKAST’s FAST4EU programme, a group focused on launching FAST channels and developing EU-wide distribution strategies. This included ensuring the availability of multilingual content and content diversity across genres and countries, while complying with local and pan-regional regulations.
ASAP4EU said the new consortium builds on this prior expertise, with renewed focus on enhancing viewer engagement and broadening market reach for advertisers.
“With this consortium, Broadpeak is proud to leverage our deep expertise in video streaming and ad insertion technologies to foster innovation in the European media landscape,” said Mathias Guille, VP Cloud Platform at Broadpeak. “By collaborating with OKAST, SIC and TitanOS, we are advancing the capabilities of FAST and AVOD platforms, ensuring a seamless and enriched viewing experience for audiences while driving sustainable growth for content creators and advertisers alike.”
“Joining the ASAP4EU consortium marks a crucial moment for Impresa, as we will be using cutting-edge technology to revolutionise advertising in the European streaming landscape,” added Impresa Group CDO Bruno Padinha. “Our commitment to innovation and cultural integrity will lead us to unparalleled viewer engagement and raise the monetisation potential of content creators across Europe.”
