Tubi Is Pushing the Pedal on Originals -- and Ad Opportunities

The Big Message Tubi39s mix of 40000 ondemand movies and TV shows 100plus dedicated news and sports channels and original content all free and adsupported is a slamdunk winner with the public Moreover a wide variety of demographic audiences are making Tubi a big viewing habit with 40 percent of users multicultural Expect a big increase in firstrun programming and expansion into entertainmentcentric FAST services during the remainder of 2022 and early 2023Host Actress Viveca A Fox whose movies from Independence Day to Set It Off are favorites with Tubi viewers She owned the stage and the crowd with her sassy attitude using every opportunity to get off a spoton funny comment Individual segments were handled by several Tubi executives Pictured at top left to right are Tubi CEO Farhad Massoudi President Advertising Sales Marketing and Brand Partnerships Marianne Gambelli Chief Revenue Officer Mark Rotblat Viveca A Fox Chief Content Officer Adam Levinson and Nick CannonWhat Worked Remember Cinerama the innovative immersive widescreen process that movie theaters used in the 1950s and 1960s to screen films like How the West Was Won Tubi39s presentation was a contemporary take on Cinerama using a wide semicircular screen to illustrate key points For example having scenes from movie titles float by the sides of the stage as Fox was speaking or bringing up appropriate scenery a Western landscape starry skies etc to illustrate different movie genresWhat Also Worked Nick Cannon making an unbilled appearance at the prepresentation reception spinning a variety of tunes as a guest DJ Everyone appeared to be in a festive mood for hearing Tubi39s pitch thanks in part to Cannon39s music mixWhat Didn39t Work There was nothing that didn39t work Well doneBonus Points Plenty of delectables to chow down on before the presentation from slices of sea bass to bitesized kale Caesar saladData Points More than 51 million people watch Tubi each month as of January 2022 with more than 36 billion hours watched last year a 40 percent yearoveryear increase in total viewing time Breaking down the bundle39s viewer base 71 percent are unreachable through cable services 56 percent are unreachable on linear TV and 27 percent are unreachable on any other popular free megacontent or bundle ventureNews More than 100 firstrun series madeforTV movies and specials will play on Tubi between now and the end of 2022 or early 2023 New series include Kitchen Commando from Gordon Ramsay39s production house Studio Ramsay A variety of madeforTV movies will be offered including Classmates directed by former Boy Meets World costar Danielle Fishel the Halloweeninspired Terror Train gun violence drama Cinnamon and a remake of Maid in Manhattan the hit Jennifer Lopez feature Tubi39s adult animation library will grow with at least two featurelength toons and a second season for breakout hit The Freak Brothers TMZ will contribute a series of monthly specials on hot celebrity and pop culture topics Both TMZ and Ramsay will have separate channels devoted to their programming output up and running in the near future Another new channel will feature The Masked Singer episodes and bonus material Concurrently helped by a new quotCampaign Insightsquot analysis outreach Tubi will collaborate with advertisers and agencies on new ad practices including organic product placement on original content prime ad pod positions and integrated marketingParting Words quotTake your seats or risk being left in Tubi39s AVOD dustquot Viveca A Fox in a lastminute voiceover to the audiencequotTubi has fully arrived Tubi has great stories for every community moment and moodquot Marianne Gambelli Fox Advertising Sales PresidentquotWe39re at a tipping point More people are watching advertisingsupported videoondemand services than subscription videoondemand services At this tipping point advertisers have to ask how they can take advantagequot Mark Rotblat Tubi39s Chief Revenue OfficerClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Tubi Is Pushing the Pedal on Originals -- and Ad Opportunities

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Simon Applebaum

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