March 2, 2020
ViacomCBS-owned AVOD service Pluto TV March 2 announced the rollout of a new features and the company’s largest ever consumer marketing campaign with the tagline: “Drop In. It’s Free.”
The product upgrade, Project Venetia, delivers new features and design changes.
“Today marks another major step for Pluto TV in its mission to entertain the planet,” Tom Ryan, CEO and co-founder of Pluto TV, said in a statement. “Project Venetia makes it even easier for viewers to find and enjoy their favorite streaming TV programming. And with our new brand campaign, we’re communicating the core value proposition of Pluto TV and inviting everyone to visit a bold new world of television. As our new tagline promises, you can drop in anytime and start watching hundreds of channels on any device, all for free.”
The “Drop In” campaign, launched March 2, features a 30-second commercial on late-nite programming, an out-of-home campaign in New York, Los Angeles, Atlanta, Dallas, Chicago, Minneapolis and Houston, connected-TV and streaming-audio takeovers, digital and social activations, and in-theater advertising.
The parallel development of a new interface design and brand campaign includes a new logo. The new identity is rolling out across platform, on-air and marketing touchpoints over the coming weeks.
Project Venetia is currently live on Apple, Vizio, and Roku devices with staged releases across other devices, including Android and Amazon Fire TV, and more features rolling out over the coming months. Newly launched features include new linear and improved on-demand user experience designs featuring categories of content, the ability to put favorite channels at the top of the guide, a watch list, and a “Watch Now” button that pops up when a desired title is available.
Pluto TV has more than 22 million monthly viewers in the United States, and offers more than 250 channels of live, linear, lean-back programming and thousands of on-demand titles streaming on all major mobile, web and connected TV devices. Pluto TV is also live in territories throughout Europe, with Latin America launching at the end of March.