Tubi, the Fox-owned ad-supported video-on-demand service, positioned itself as a leading platform for streaming advertising during its presentation at the Interactive Advertising Bureau’s NewFronts. The company announced a range of new ad products and partnerships aimed at enhancing performance and providing bespoke solutions tailored to specific advertising verticals. With more than 97 million monthly active users, Tubi is strategically targeting Gen Z and millennial audiences, 42% of whom identify as multicultural and are not typically reachable via cable TV. These demographics are highly valued by marketers for their cultural influence and significant purchasing power, as highlighted by Tubi CEO Anjali Sud.
During the presentation, Tubi executives unveiled new measurement partnerships, including collaborations with Innovid for real-time incremental reach measurement and online attribution, NCS for e-commerce and in-store incremental sales lift, and Polk from S&P Global Mobility for automotive insights. Additional solutions were introduced for the pharma, finance, and quick-service restaurant sectors. “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 face and the results that all of you need, so we’re collaborating more closely than ever with agency partners to create bespoke solutions.”
Tubi has also partnered with Moloco to optimize connected TV advertising and integrated Kochava for Publishers to connect ad delivery to business outcomes. In the identity space, Tubi stands out as the first CTV publisher to implement Unified ID 2.0 with The Trade Desk. The service utilizes clean room technology from companies like LiveRamp and leverages Fox’s ID graph to help advertisers connect with audiences across the media company’s portfolio.
The platform is the latest to join Universal Ads, Comcast’s self-service platform powered by FreeWheel, designed to assist small- and medium-sized businesses in purchasing premium TV ads, akin to buying YouTube ads. “If your marketing goals are smarter targeting, seamless activation, and real-time optimization, you are all sitting in that seat for a reason,” Lucas said, emphasizing Tubi’s commitment to reimagining brand engagement through data-driven solutions.
A significant highlight of Tubi’s NewFronts presentation was the expansion of its partnership with Amazon, integrating Tubi’s streaming video offering with Amazon’s retail media. This partnership aligns with industry trends and mirrors a similar move by Google. Tubi is integrated with all major demand-side platforms and has partnered with third-party sell-side platforms, including Fox’s AdRise SSP, to enhance inventory delivery through Amazon DSP.
“This also serves as a foundation for matching our respective signals together, integrating Amazon audience and performance insights and bringing that together with Tubi,” explained Kelly MacLean, vice president of Amazon DSP. The integration aims to offer advertisers insights aligned with their campaign objectives, leveraging Amazon’s Brand+, an AI-powered video solution.
Tubi’s advertising strategy focuses on making ads an enhancement rather than an interruption to the viewing experience. The service introduced several new ad formats, including a carousel ad format for CPG, tech, and auto verticals, animated pause ads featuring sound-free, looping video, and Tubi Moments, which aligns ads with the tone and sentiment 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.
Furthermore, Tubi Prime offers advertisers guaranteed ad placements in popular content, while the platform has expanded its shoppable second-screen storefront offering. For studio advertisers, Tubi Wrappers provide a takeover format targeting movie enthusiasts. Tubi is also enhancing its app with scene recommendations to serve viewers throughout the day, filling a market void for a premium video platform.
“[Tubi offers] reach at scale with our highly engaged, intent-driven audiences; ad products that are tailored to drive specific results; guaranteed cultural relevance; seamless commerce integration and cross-screen continuity,” Bidgoli stated.
Note: This article is inspired by content from https://www.marketingdive.com/news/tubi-pitches-products-partnerships-designed-for-specific-ad-verticals/747299/. It has been rephrased for originality. Images are credited to the original source.