Tubi Boosts Advertising Capabilities at IAB NewFronts

Tubi, the Fox-owned ad-supported video-on-demand (AVOD) service, showcased its enhanced advertising platform at the Interactive Advertising Bureau's NewFronts. With a monthly active user base exceeding 97 million, Tubi highlighted its focus on performance-driven advertising and customized solutions for specific industries.

Tubi CEO Anjali Sud emphasized the platform's valuable audience, comprised of Gen Z, millennials, and multicultural viewers, many of whom are unreachable via traditional cable TV. These demographics are highly sought after by marketers due to their cultural influence and purchasing power.

At a time when every marketing dollar counts, Tubi continues to deliver value and lead the way in ad-supported streaming.

New Ad Products and Partnerships

Tubi unveiled new ad products and measurement partnerships tailored to various verticals, including:

  • Innovid for real-time incremental reach and online attribution
  • NCS for e-commerce and in-store sales lift measurement
  • Polk from S&P Global Mobility for automotive insights
  • Specialized solutions for pharma, finance, QSR, and other industries

Tubi also announced partnerships with Moloco for CTV advertising optimization and Kochava for Publishers to link ad delivery to business outcomes. Furthermore, Tubi is the first CTV publisher to implement Unified ID 2.0 with The Trade Desk and leverages clean room technology and Fox's ID graph for enhanced audience targeting.

Joining Comcast's Universal Ads platform, Tubi aims to empower small and medium-sized businesses to purchase premium TV advertising with ease, similar to buying YouTube ads. Learn more about Universal Ads.

Amazon Retail Media Integration

A key announcement was Tubi's expanded partnership with Amazon, integrating its streaming video with retail media, aligning with a growing industry trend. Explore the CTV retail media trend. This collaboration enables advertisers to access Tubi inventory through Amazon DSP, providing a more efficient buying process and integrating Amazon's audience and performance insights. Google also announced a similar move.

This integration leverages Amazon's Brand+ AI-powered video solution, launched in January, to enhance performance and accountability in CTV advertising. Learn more about Brand+.

Enhanced Ad Formats

Tubi introduced new ad formats designed to enhance the viewing experience, including:

  • Carousel ads for virtual showrooms and product showcases
  • Animated pause ads with sound-free, looping video
  • Tubi Moments, a contextual product matching ads to content tone and visuals

Additional offerings include Tubi Prime for guaranteed ad placements, expanded shoppable second-screen storefronts, and Tubi Wrappers for studio advertisers.

Tubi also aims to become a go-to companion app with scene recommendations for continued viewing, catering to both on-the-go and at-home audiences.