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Today, Tubi made several new announcements for new product launches and partnership rollouts during its IAB NewFronts presentation, with a special focus on younger viewers.
The Fox-owned ad-supported streaming service’s presentation was emceed by Colorado Buffaloes coach Deion Sanders, a.k.a. “Coach Prime,” and Emmy Award-winning personality Rocsi Diaz, co-hosts of the Tubi Original weekly talk show We Got Time Today. Meanwhile, content creators and Sidelined: The QB and Me stars Noah Beck and Siena Agudong were also in attendance, along with Stubios creators Kelon Campbell, Grant Gibbs, and Ashley Gill, who were on-hand to discuss their Tubi projects.
The streamer’s presentation comes on the heels of a successful February in which Fox reported that Super Bowl 59 reached 127.7 million viewers, with the numbers including a highly successful stream on Tubi. The streamer also reported in January that it surpassed 97 million monthly active users and streamed over 10 billion hours last year.
Heading into this upfronts and NewFronts season, Tubi is looking to build on that success and channel it into reaching younger audiences, according to Tubi TV CRO Jeff Lucas.
“Streaming has gone from emerging to central, so it’s over half of Tubi’s audiences that are young and multicultural,” Lucas told ADWEEK. “That’s key for us—millennials, Gen Z, cord-cutters, and cord-nevers—and hard to find on any other streaming platforms. There’s not a lot of overlap, but one of the keys is to find them in a brand-safe environment, and that’s what you do at Tubi.”
New product launches
Among the new launches, Tubi unveiled Tubi Wrappers, which allow studio advertisers to take over Tubi’s homepage to market upcoming theatrical releases with animated backgrounds, trailers, high-visibility-branded UI elements, and a call to action.
“When we look at our audience, they are more likely than the general population to see a movie in theaters on opening weekend,” Lucas said. “That’s because we have that multicultural audience.”
There will also be carousel ads, which were designed with CPG, tech, and auto verticals in mind, according to the company. It will allow advertisers to come up with virtual showrooms and product showcases on the Tubi homepage, featuring tiles with custom video, images, and a call to action or QR code.
Users will have the ability to scroll through the tiles to view brand imagery, product details, and specific calls to action. Tubi will also offer animated pause ad formats that will feature a sound-off, looping virtual background.
Meanwhile, Tubi is also launching Tubi Moments, which will enhance its content library by tagging certain scenes to help enable brands’ ad creative to appear in relevant content moments during a viewer’s journey.
For the shoppers out there, the streamer’s Tubi Storefronts offering will expand with a new Tubi Shop that features a collection of goods such as clothing, home goods, and more. Starting today, commerce advertisers will be able to launch a Tubi Storefront in the Tubi Shop in just a few minutes. The platform began experimenting with shoppable content in February with its ShopsenseAI partnership.
Additionally, Tubi announced Tubi Prime, which will guarantee ad placements for advertisers inside Tubi’s most popular, brand-safe content. Through upfront deals, advertisers will be able to choose from programming lineups like Tubi Top 50 and Popular with Gen Z throughout the year.
Expanded partnerships
On the partnership side, Tubi highlighted its collaboration with Universal Ads. The streamer was an early partner when the self-service offering was announced in January.
In the last year alone, Tubi has announced integrations with FreeWheel, AudienceXpress, and Fox’s AdRise platform and introduced ad products including Tubi Selects, Tubi Takeovers, Timeouts, and Tubi360.
Among its new partnerships, Tubi announced its recent team up with the Amazon Demand Side Platform to enable in-market shopper reach and closed loop measurement to leverage Amazon’s signals for retail media advertisers.
Tubi will also partner with Moloco, an ad tech platform that utilizes advanced machine learning, to enhance CTV advertising to fuel app installs and post-install engagement. The streamer also integrated Kochava for publishers to give advertisers clear-labeled ad measurement technology and to connect ad delivery to business outcomes like in-app engagements, site visits, and conversions.
The platform also has a variety of ad products and measurement partnerships customized to bespoke solutions for specific industries, like Polk from S&P Global Mobility for automative insights; Innovid for real-time incremental reach measurement and online attribution solutions, NCS for ecommerce and in-store incremental sales lift, solutions for pharma, finance, QSR, and more.
“We look at performance as a medium because now and in the coming upfront, clients have to make every dollar stretch further,” Lucas said. “That’s the one thing they’re looking for: value. But they also want accountability and transparency.”
