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Tubi NewFronts 2025
Amplify + Tubi take ad buyers 'down the rabbit hole' for NewFronts 2025.
Challenge
Once dismissed as the underdog, Tubi has surged to rival industry giants—yet ad buyers struggled to see beyond the streams and grasp the true audience and unique value driving its rise.
Insight + Strategy
When it comes to targeting, advertisers rely on demographics to inform where they show up. But for a rising generation, identity and taste aren’t always linked. Their preferences, like their personalities, are multifaceted and in flux. They crave representation and differentiation; and they love a great story, even when they play out worlds away from their own.
Connection happens in places where we least expect it. The depth and wild variety of content on Tubi attracts a diverse cross-section of viewers that can’t be found anywhere else – and advertisers might never think to target.
For NewFronts ‘25, we set out to show marketers what they were missing by serving demographics, instead of people.
Solution
Up Close & Personal was designed to connect advertisers to real Tubi viewers: a playground of plurality celebrating “yes, and?” and “sure, or?”
While facts and figures had their place on stage, the experience found fresh, off-kilter ways to transport attendees right into the platform.
It’s no longer enough to just talk about streaming audiences to advertisers, this year, Tubi immersed advertisers into the lives and worlds of Tubi viewers.
From a soft-boi telenovela, to a BTS stan frat boy, to a sports girly meets style queen influencer, to a darker office worker who’s obsessed with murder mysteries.
To get to the main stage, guests had to walk through the three unique viewer vignettes, uncovering information and insights about their viewing habits while peeking through and uncovering easter eggs throughout.