- Tubi, Fox Corporation’s ad-support video-on-demand (AVOD) service, launched “The Call to Action: A Film Series for Marketers,” per details shared with Marketing Dive. Aimed at ad industry professionals, the campaign is timed as upfront events, including the IAB’s NewFronts, kick off this month.
- The short films use familiar genres like mystery thrillers and romantic comedies to satirize the non-public and skilled lives of those within the ad industry. Created with agency of record Mischief @ No Fixed Address, the films continue to exist Tubi and YouTube and will likely be promoted across social channels and out-of-home placements in key ad markets.
- The B2B campaign targets marketers at a time when Fox has reorganized its digital efforts around Tubi, a platform that recently became the most-watched free ad-support television service within the U.S.
Tubi is attempting so as to add some light-hearted fun to marketers’ lives throughout the upfronts season — a typically fraught and frantic period for media buyers, account teams and creatives within the industry. Amazon kicks off the season with a presentation tonight before the IAB NewFronts and traditional network upfronts proceed throughout the month.
“The Upfront season is some of the intense times of the 12 months for buyers, so we desired to offer them a little bit of fun and levity with these hyper relevant short films,” said Cynthia Clevenger, vp of B2B marketing at Tubi, in an announcement. “We hear from our audience on a regular basis that we make them feel seen, which is the sensation we desired to bring to the ad community through this campaign.”
The short films satirize ad industry work and utilize familiar genres, albeit with some twists. “The Gen Z Next Door” is a “Rear Window”-styled mystery for the social media age a couple of millennial tasked with researching the “Gen Z audience persona;” “Under the Impression” turns a creative trafficking mistake into an exciting interrogation; and “Request for Proposal” is a rom-com a couple of media buyer who crafts a campaign to persuade her boyfriend to propose.
https://www.youtube.com/watch?v=mKX-TMRRZ3s
The ads were created with agency of record Mischief @ No Fixed Address, which aimed to entertain as an alternative of touting ad tech features or metrics as in most B2B marketing, Hunter Fine, creative director at Mischief, said in an announcement. Mischief was also behind Tubi’s disruptive Super Bowl campaign — an effort that suggested the AVOD service could be getting a much bigger push in 2023 and beyond.
Tubi in March accounted for 1% of total TV consumption, making it the most-watched free ad-supported television (FAST) service within the U.S., per Nielsen data cited by the platform. AVOD platforms and FAST services could stand to achieve ground as consumers feel the crunch of subscription service costs, opening latest channels for advertisers. 1 / 4 of Tubi streamers are unreachable on other major ad-supported streaming services, and the audience is core audience is young and diverse, in response to press materials.
The campaign comes amid a company restructuring, as Fox last month formed the Tubi Media Group, a latest division that can house its standalone digital businesses including Tubi, Credible and Blockchain Creative Labs. Tubi CEO Farhad Massoudi will exit the corporate at the top of June, with a successor to be named.
Previously, Tubi introduced latest planning tools and partnerships with VideoAmp, LiveRamp and Comscore that seek to assist brands utilize emerging identity solutions and currency options.
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