Tubi positioned itself as a platform purpose-built for streaming promoting during its presentation on the Interactive Advertising Bureau’s NewFronts on Tuesday. The Fox-owned ad-supported video-on-demand (AVOD) service made a series of announcements around recent ad products and partnerships focused on performance, bespoke solutions for verticals and more.
The service boasts greater than 97 million monthly energetic users and over 95% on-demand viewing. Over half of its audience is made up of Gen Z and millennials, 42% discover as multicultural and most aren’t reachable via cable TV. The three overlapping groups are in high demand for marketers attributable to the way in which they dictate culture, set trends and represent billions in purchasing power, in response to Tubi CEO Anjali Sud.
“Each of you’re navigating unprecedented uncertainty straight away,” the manager said on the presentation. “At a time when every marketing dollar counts, Tubi continues to deliver value and paved the way in ad-supported streaming.”
Tubi executives boasted recent ad products and measurement partnerships tailored to the needs of specific industries, including Innovid for real-time incremental reach measurement and online attribution; NCS for e-commerce and in-store incremental sales lift; Polk from S&P Global Mobility for automotive insights; and extra solutions for pharma, finance, QSR and other verticals.
“We know that the one-size-fits-all approach doesn’t work,” said Chief Revenue Officer Jeff Lucas. “This verticalized approach addresses the realities that you just face and the outcomes that every one of you wish, so we’re collaborating more closely than ever with agency partners to create bespoke solutions.”
Along with its vertical-focused solutions, Tubi has partnered with Moloco to optimize connected TV promoting and integrated Kochava for Publishers to attach ad delivery to business outcomes. In the identity space, Tubi executives boasted that it was the primary CTV publisher to implement Unified ID 2.0 with The Trade Desk. The service has for years been using clean room technology from firms like LiveRamp and utilizes Fox’s ID graph to assist advertisers connect with audiences across the media company’s portfolio.
Tubi also announced that it’s the most recent publisher to affix Universal Ads, Comcast’s self-service platform powered by FreeWheel that’s seeking to help small- and medium-sized businesses buy premium TV similarly to the way in which they buy YouTube.
“If your marketing goals are smarter targeting, seamless activation and real-time optimization, you’re all sitting in that seat for a reason,” Lucas said to the NewFronts audience. “Tubi is purposely and deliberately reimagining how brands engage with consumers, with data-powered solutions which are meaningful and, most significantly, drive brand impact at scale.”
A retail media convergence with Amazon
Among the partnerships announced at Tubi’s NewFronts presentation, perhaps most notable was the expansion of a relationship with Amazon that connects Tubi’s streaming video offering with retail media. The development is in keeping with an industry-wide trend and follows an identical move announced a day earlier at Google’s showcase.
Tubi is already integrated with all major demand-side platforms (DSPs) and has partnered with major third-party sell-side platforms (SSPs), together with utilizing parent Fox’s AdRise SSP. The latter will take the following step in delivering inventory to advertisers through Amazon DSP to create a more efficient path for buyers, explained Kelly MacLean, vp of Amazon DSP.
“This also serves as a foundation for matching our respective signals together, integrating Amazon audience and performance insights and bringing that along with Tubi,” MacLean said throughout the presentation “This brings a complete other level of intelligence to streaming TV deals by providing advertisers the insight into supply that’s ultimately aligned with their campaign objectives.”
Amazon’s Brand+, a synthetic intelligence-powered video solution that helps marketers deliver video ads with precision, was launched in January with publishers like Tubi in mind, in response to MacLean. The solution looks to bring performance and accountability to CTV.
“When we mix first-party data, Amazon’s unique signals [and] data from premium publishers like Tubi, after which try this with advanced [machine-learning] models, ultimately, you possibly can engage with viewers on the moments that matter, whether or not they’re just starting their shopping journey or they’re ready to really make that purchase decision,” MacLean said.
Ads as enhancement
Advertising is on the core of Tubi’s value proposition and what ensures its audience can view premium entertainment with out a steep price tag. The service announced several recent ad formats that seek to make ads less interruptive and more of an enhancement of the viewing experience.
Tubi announced the launch of several recent ad formats which have turn out to be de rigueur in other CTV and digital environments. Those include a carousel ad format, designed with CPG, tech and auto verticals in mind, that permits brands to create virtual showrooms or product showcases. New animated pause ads feature sound-free, looping video, while a contextual product, Tubi Moments, matches ads to the tone, sentiment and visual cues of content.
“We built a contextual targeting engine that’s as deep as our content library is wide,” said Mike Bidgoli, Tubi’s chief product and technology officer. “This isn’t nearly aligning with a genre. It’s about aligning with the fitting moment so your messaging doesn’t just show up — it shows up in sync.”
In addition, Tubi Prime gives advertisers guaranteed ad placements in popular content via upfront deals, while the platform has expanded its recently launched shoppable second-screen storefront offering, allowing e-commerce advertisers to create a Tubi Storefront in minutes. And for studio advertisers looking for to succeed in the platform’s movie-obsessed audience, which is 23% more likely than a general population to see a movie throughout the opening weekend, there are Tubi Wrappers, a takeover format.
Tubi can be angling to make the service a companion app throughout the day. The company is working to beef up its app with scene recommendations that robotically queue up other programming for later viewing, potentially filling the market void for a premium video platform that serves viewers on-the-go throughout the day and within the front room at night.
“[Tubi offers] reach at scale with our highly engaged, intent-driven audiences; ad products which are tailored to drive specific results; guaranteed cultural relevance; seamless commerce integration and cross-screen continuity,” Bidgoli said.
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