Fox Corp.’s ad-supported VOD platform Tubi March 23 at its “Tubi Connect” event in New York announced new technology that aims to better connect advertisers with targeted viewers.
Working together with VideoAmp, a Los Angeles-based software and data company, and Comscore, Tubi said the new integrations would enable brands to target viewers through more informed planning decisions, identity solutions and flexible currency options ahead of the AVOD platform’s upfront season.
In addition to incorporating VideoAmp’s Premium Video Planning Tool and LiveRamp TV Activation for forecasting and planning investments, Tubi is expanding its content marketing formats with the addition of “pause ads” (offering marketers full screen display messaging when viewers pause streaming) to the suite of products available to buyers.
“We’re expanding our partnerships with key industry players to make it easier than ever for buyers to transact on Tubi and deliver the seamless experience they need to effectively plan, activate and measure their campaigns,” Mark Rotblat, chief revenue officer at Tubi, said in a statement.
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Since being acquired by Fox for $440 million in 2020, Tubi has sought to address marketers’ needs and make it easy to transact on connected televisions. Tubi is seeking entice viewers with lighter ad loads, and marketers with thematic sponsorships, advanced “frequency management,” advanced targeting and transparent “campaign insights,” along with an interoperable “certified measurement” program.
Last week, Tubi announced that it made its debut in Nielsen’s February 2023 report from The Gauge, which tracks monthly TV usage across key content delivery platforms. According to The Gauge, Tubi accounted for 1% of total TV consumption in February, making it the most-watched FAST (free ad-supported television) service in the U.S.