B2B Opps: Tubi launches campaign as spend skyrockets (Score 79)
Sales Lead: Tubi just launched a new campaign consisting of satirical short films poking fun at advertisers.
- The B2B campaign launched in time for TV's Upfront season.
- Made by AOR Mischief @ No Fixed Address, the campaign is called, “The Call To Action: A Film Series For Marketers.”
- The company will likely:
- Continue rolling out new work
- Keep increasing spend
- Seek additional new agency partners under its relatively new CMO (more below)
- Target demographic:
- Business DMs
Recent leadership shifts:
- Over the past several months, Tubi hired social media director Charly Hillman (September 2022) and creative director Christine Clemens (December 2022).
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Tubi has allocated roughly $372.7k toward national TV commercials, a huge increase from the roughly $1.3 allocated within the same 2022 timeframe.
- Last year: The company 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 company has spent approximately $5.7m on digital ads YTD, another huge increase from the approximately $446.3k spent by this point last year.
- YTD data: Since the beginning of 2023, Tui has earned ~700m digital impressions via Instagram (43%), YouTube (29%), Facebook (14%), desktop display (6%), Twitter (5%), desktop video (2%), and mobile display (1%) ads.
- Last year: In 2022, the company's estimated full-year spend decreased by 42% to $7.1m from that of $12.2m in 2021.
- Additional channel insights
- The company utilizes digital, local broadcast, OOH, Twitter, Facebook, and online video (primarily via YouTube IOS and Youtube.com) ads.
Additional agency insights:
- Opportunity: If you haven't yet done so, get in touch soon to see if Tubi is in search of agency partners to handle media, PR, digital analytics, experiential, influencer, and/or multicultural.
- Mischief @ No Fixed Address seems to be a relatively new AOR.
- If so (we will let you know what we confirm), it occurred following Tubi's August 2022 appointment of CMO Nicole Parlapiano.
- The agency has worked with Tubi since at least February 2023, when it was behind the company's Super Bowl ad.
- Current agency roster:
- Mischief @ No Fixed Address: Creative AOR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
