Tubi
Reaching Advertisers at the IAB Newfronts
Integrated Marketing | OOH & Digital
In 2025, Tubi faced a new challenge. Streaming juggernauts flooded the ad-supported space, and media buyers dismissed our audience as “low-budget fans.” Our truth was the opposite. Tubi fans chose free because they’re smart, not strapped, and they had the receipts to prove it. Horror lovers were shopping for homes. Mystery fans were buying cleaning supplies. Our campaign “Devoted Fans Make Devoted Fans” reframed stereotypes and flipped perceptions at the biggest buying moment of the year. And the results spoke loudly. RFPs jumped +185% MoM, advertiser dollar commitments grew 35%, and FOX credited Tubi for lifting ad revenue by +7%.
The Approach
Surround Newfronts Attendees
Unlike other conferences that are focused on one locale, the IAB Newfronts takes place across all of New York City. So, working closely with our media agency, we devised a paid campaign that would effectively swarm the attendees at all of the various locations where they were likely to be showing up in the city.
Going Big in Times Square
Knowing that Times Square was the epicenter for advertisers in the city – and the home to countless media agencies and buyers in key categories – we took over one of the largest OOH billboards in the world with creative that was designed to break through the noise of similar platform advertising.
Getting in on the Rideshare
In addition to our OOH, we targeted advertising industry professionals through Uber and Lyft’s in-app advertising network, so that anyone in the industry heading to/from a Newfronts event would see the work.
“Tubi’s marketers are clearly going deep into the research cross tabs for this campaign. I love it!!!”
LinkedIn User
