Tubi launches ad campaigns following CEO hire (Score 81)
Sales Lead: Tubi recently launched ads that promote its vast array of niche content and teases studio football analysts.
- Made by creative AOR Mischief @ No Fixed Address, the former continue Tubi's "rabbit hole" theme, which it debuted during the 2023 Super Bowl.
- The campaign involves OOH installations, four brand spots, and a series of football-themed spots that will air during parent company Fox's NFL coverage.
- Per a representative, this campaign is centered around a "CTV and social-first strategy" supported by "a targeted presence in prime-time linear."
- Tubi recently surpasses 74m monthly active users and almost 4b streaming hours for H1 2023, making it the most-watched free ad-supported TV streaming service in the US.
- The brand will likely:
- Continue rolling out new work and shifting its strategy
- Keep increasing spend
- Implement roster shifts following a recent DM appointment (more below)
- Target demographic:
- Primary: A wide target demographic ranging from Gen-Z through Gen-X
- Secondary: Business DMs
Recent leadership shifts:
- This launch closely follows Tubi's appointment of Anjali Sud, who became its CEO in September 2023.
- Sud was previously the marketing GM and head (2014-2017) and CEO (2017-2023) at Vimeo.
- He succeeded Farhad Massoudi, who stepped down in July 2023 after having been Tubi's founder and CEO.
- Massoudi is now pursuing personal goals.
- Tubi also hired marketing director Seth Shamban in November 2022.
- Shamban now reports to CMO Nicole Parlapiano and handles operations, strategy, integrated programs, and special projects.
- Finally, to fuel its B2B advertising, EJ Samson joined Tubi as the director of its B2B marketing in April 2023.
- Samson's responsibilities now include leading the development of demand generation frameworks, executions, strategies, optimizations, and measurement.
- His focus is on content marketing and sales enablement for B2B marketing channels, which include trade website, social media, and CRM newsletter.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Tubi has allocated roughly $23.7m on national TV commercials, about 4x the roughly $5.7m allocated within the same 2022 timeframe.
- Last year: The brand allocated around $2.1m toward this channel in 2022 after having spent more than double this, around $4.8m, in 2021.
- 2023 ad programming: Tubi's 2023 commercials have targeted the male-skewed audience of shows such as NBA Basketball, Impractical Jokers, NBA on TNT Postgame Show, Bloomberg Markets: The Close, and TMZ.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The brand has spent approximately $7.6m on digital ads YTD, already 6% more than the approximately $7.1m spent by this point last year.
- YTD data: Since the beginning of 2023, Tubi has earned ~941.8m digital impressions via YouTube (39%), Instagram (37%), Facebook (14%), desktop display (4%), Twitter/X (3%), mobile display (2%), and desktop video (1%) ads.
- Last year: In 2022, the brand's estimated full-year spend decreased by 42% to $7.1m from that of $12.2m in 2021.
- Additional channel insights
- The brand utilizes Google Ads along with digital, local broadcast, X, Facebook, Instagram, TikTok (albeit barely), and online video (primarily via YouTube IOS and Youtube.com) ads.
- Tubi sponsors podcasts such as Stories from NPR, The GaryVee Audio Experience, English News, The Pat Kenney Show Highlights, and Life Uncut.
Additional agency insights:
- Opportunity: Considering his marketing background, new CEO Sud's hire could lead to agency reviews; get in touch soon to remain top-of-mind.
- Current agency roster:
- Mischief @ No Fixed Address: Creative AOR (2023)
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.
