Advertising-supported streaming television provider Tubi has a new partnership with Samba TV to measure reach and frequency gaps across linear and OTT. The move comes as Tubi is introducing first-position, guaranteed ad pod impressions along with 60- and 90-second formats, trailers and sponsorships.<\/p>\n

\u201cThe marketplace for ad-supported is a coiled spring,\u201d Tubi<\/a> Chief Revenue Officer Mark Rotblat says in this interview with Beet.TV.<\/p>\n

In discussing increased demand from advertisers, Rotblat recalls that during last year\u2019s TV UpFront season, some buyers wished to finish their negotiations with linear TV provider before committing money to ad-supported OTT platforms.<\/p>\n

\u201cIt\u2019s different this year. This year they are planning OTT alongside their traditional TV, their cable and broadcast. And the reason is that they got burned\u201d by \u201cover-promising and under-delivering\u201d linear audiences.<\/p>\n

\u201cIt\u2019s just too difficult to move the money into ADU\u2019s from one quarter to the next,\u201d Rotblat says, referring to audience-deficiency units. \u201cThey need to run flighting and get reach to their target audiences. So this is the place and now\u2019s the time.\u201d<\/p>\n

Tubi\u2019s collaboration with Samba TV<\/a> and its automatic content recognition alliances with smart-TV companies will help to \u201cbridge the measurement gap\u201d of reach and frequency from traditional TV to OTT.<\/p>\n

\u201cThe results that we\u2019ve seen in the campaigns we\u2019ve done are very promising. Because there\u2019s not just low overlap to television buys but even low overlap to other OTT,\u201d Rotblat says. For example, he cites data from consumer research firm MRI as showing just a 22% overlap between Hulu and Tubi.<\/p>\n

\u201cWorking with our platform is pretty easy because Samba has built the technology. So it\u2019s really just a pixel implementation.\u201d<\/p>\n

Rotblat<\/a> cites a \u201csuper panel\u201d from some 3.5 million, Samba-enabled smart-TV\u2019s that see everything people are watching. \u201cThey can understand duplication of that ad or frequency to a specific target.\u201d IP-enabled television and devices within a home can reveal \u201cother behaviors in the home\u201d and correlate them to advertising exposures.<\/p>\n

Even as consumers have begun to mix and match subscription-TV services to their liking, some advertisers have held off from committing to the OTT space, according to Rotblat. He mentions research suggesting that Americans will ultimately choose two TV apps. \u201cIt leaves this wide open field for free, ad supported for everything else they get.\u201d<\/p>\n

At Tubi\u2019s Digital Content NewFront presentation, the company announced longer-form advertising opportunities, including 60- and 90-second formats, trailers and sponsorships. This is in addition to the new opportunity for advertisers to \u201ctarget and get guaranteed impressions for the first position in the pod.\u201d<\/p>\n

Tubi also unveiled an exclusive deal<\/a> with global content leader Lionsgate to bring all 100 episodes of Debmar-Mercury and sister company Lionsgate Television\u2019s comedy Anger Management to its customers.<\/p>\n

This video is part of a series about the emergence of OTT as an advertising platform. For more interviews, please visit this page<\/a>. This series is presented by Premion<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Advertising-supported streaming television provider Tubi has a new partnership with Samba TV to measure reach and frequency gaps across linear and OTT. The move comes as Tubi is introducing first-position, guaranteed ad pod impressions along with 60- and 90-second formats, trailers and sponsorships. \u201cThe marketplace for ad-supported is a coiled spring,\u201d Tubi Chief Revenue Officer […]<\/p>\n","protected":false},"author":17,"featured_media":60287,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7954],"tags":[5877,7813,7814,7955],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60267"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=60267"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/60267\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/60287"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=60267"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=60267"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=60267"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}