Tubi's Anjali Sud Talks Taking Creative Risks with Campaigns and Super Bowl Ads | Variety Studio presented by Canva - video Dailymotion

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00:00What have been the key avenues to getting the word out that Tubi is available, it's

00:04a free service, it's advertising supported like old-fashioned television used to be but

00:08it's in a slightly different, like what have been the keys that you have found that are

00:13really effective?

00:14Because I think in Hollywood sometimes we forget the audience is still learning all

00:18of this stuff.

00:19What's subscription?

00:20What's advertising?

00:21It's all, you know, people need to have that, need to have that tactile experience with

00:25working with people.

00:26Don't make it easy for them with all the acronyms, which, you know, when I started, I was like

00:30fast, Avod, Esfahad, like someone just say it's free TV.

00:35So it's a great question and I started as CEO of Tubi a year ago and I hadn't heard

00:41of Tubi before that, really.

00:43So you knew the challenge that you were facing.

00:46And I think, you know, even though we have over 80 million monthly active viewers, there

00:50are a lot of people that don't know that Tubi exists or that it's free or that it has this

00:54library.

00:55And it is one of the core challenges and opportunities that we see.

00:59If I think about what's really worked for us, it's a couple of things.

01:03One, as I mentioned, we don't do these big high budget originals.

01:08So we're not, that's not a core way to market Tubi.

01:14So what we've really tried to do is lean more into the Tubi brand overall and try and tell

01:19that story.

01:20And we've tried to do that by just taking creative risks.

01:24So you may or may not remember this, but Super Bowl 2023, Tubi did like an interruption ad

01:30where everyone thought we were like literally interrupting the game.

01:33I mean, that's, you know, that's the kind of thing that we did and it really worked.

01:37I mean, we were, you know, I think we were the most tweeted brand during the Super Bowl

01:44that year.

01:45I think we were trending number four on X after the two teams and Rihanna.

01:50And more importantly, like if you looked at our viewing time, it went up 65% for the

01:56quarter after.

01:57Two months later and three months later.

01:58The quarter after, right?

01:59Those were the metrics that mattered to you.

02:00Those were the metrics.

02:01And so I think what we're finding is we need to build the Tubi brand versus just market

02:05a title or one thing you can find on the service.

02:08And we need to have that show up as something different.

02:11We need to break through, right?

02:13You're in a kind of a sea of sameness and screaming right now.

02:16And that means you've got to take creative risks and you have to, the way we think about

02:20it is like we want to embody the passion and ethos of our fans.

02:25We want to find a way for that to show up in our brand and we want to use our brand

02:28to reinforce our value proposition, which is free frictionless entertainment.

02:33You have an, in fact, you have a campaign free for everyone.

02:35We do.

02:36Yes, we do.

02:37And, you know, I think core to Tubi's DNA is that sort of, you know, we zig when others

02:42zag.

02:43So for 10 years, Tubi was saying free ad supported television when many people thought that was

02:48a losing value proposition.

02:50It was going to be an old outmoded form of television.

02:53Yeah, and we were going to studios and trying to license movies.

02:56And we were, our founder would literally have to convince the studios to license the movies.

03:02Please take our money.

03:03And now that is the primary way in which so much, you know, of storytelling is transacted.

03:08So I think we have that spirit in the company internally and our brand needs to imbibe that.

03:15And so you're going to keep seeing us take some risks and do things that we hope, you

03:19know, helps us stand out.

Tubi's Anjali Sud Talks Taking Creative Risks with Campaigns and Super Bowl Ads | Variety Studio presented by Canva

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