Tubi has launched a set of new ad products, including “Wrappers,” which lets movie studio marketers secure prime real estate on the streaming service’s home screen.
The Fox Corp. subsidiary made the announcements Tuesday at a NewFronts presentation to advertisers, which started with a rah-rah opening by Deion Sanders and Rocsi Diaz. Sanders, the University of Colorado football coach and NFL Hall of Famer, co-hosts Tubi’s weekly talk show We Got Time Today.
Sanders and Diaz, who emceed the NewFront, introduced Tubi CEO Anjali Sud. She told ad buyers in the audience that for the streaming service’s younger-skewing and more multi-cultural viewers, “ads are part of the experience.” They are not in the mix for Tubi “as a way of driving ARPU [average revenue per user] or upselling you to an ad-free tier.”
With Fox’s resources fortifying Tubi since the company acquired it in 2020, the free platform has grown to 97 million monthly active users. As opposed to other scaled players emphasizing linear FAST viewing, Tubi sees about 95% of consumption on on-demand fare. That tilt has allowed it to be more aggressive with original films and series than many of its peers.
The Wrappers offering is aimed at studio advertisers. They can take over Tubi’s homepage to promote upcoming theatrical releases with animated backgrounds, auto-play trailers, branded elements of the user interface.
A “Tubi Moments” feature tags scenes to help advertisers capture the tone, sentiment and visual cues, enabling brand messages to appear in relevant content moments.
The new Carousels ad unit is designed with CPG, Tech, and Auto verticals in mind, Carousel ads enable brands to create immersive virtual showrooms or product showcases on the Tubi homepage, featuring tiles with a custom video, multiple images, and a CTA or QR Code.
“As Tubi scales from emerging to essential, we are focused on providing ad solutions that meet the needs of brands across industries, from CPG to auto and more, driving outcomes across the funnel so dollars can work smarter and harder when you need it most,” said Jeff Lucas, Chief Revenue Officer, Tubi. “Today is an exciting step forward as we continue to create innovative solutions for brands to connect with viewers who have significant and growing purchasing power.”
