AdUnion has showcased the business impact of advertising on Tubi, highlighting the free ad-supported streaming service’s growing role in performance media at News Corp Australia’s recent All Screens for All Australians event in Sydney.
The independent media agency was the exclusive agency partner at the showcase, where it presented case study data from an ongoing streaming TV campaign. Using its proprietary AdMatch platform, AdUnion measured a lift in Tubi’s share of streaming ad spend from 18 per cent to 27 per cent year-on-year.
The campaign also delivered a 17 per cent drop in cost per action (CPA) sales and a 21 per cent increase in return on ad spend (ROAS), compared to other major streaming platforms.
All Screens for All Australians marked News Corp Australia’s major video event of the year and launched its new unified video advertising product, which spans mobile, tablet, desktop and connected TV. The package is underpinned by its exclusive partnership with Tubi, which boasts a content library larger than any other local streamer – with over 250,000 movies and 7,000 TV episodes.
As a national leader in streaming optimisation, AdUnion was an early adopter of Tubi and has been measuring incremental performance through AdMatch – a homegrown measurement and optimisation platform that matches streaming TV spots to online sales or leads.
Dianna Molinaro, National Head of Digital Strategy and Streaming at News Corp Australia, said the partnership provided valuable evidence for marketers. “We set out to showcase the impact Tubi can have in the Australian market, and working with AdUnion helped bring that to life,” she said. “Their AdMatch analysis gave us clear visibility on return on ad spend, proving that Tubi doesn’t just add incremental, exclusive audience reach to BVOD and SVOD campaigns – it drives real business outcomes for advertisers.”
Robert Ong, Managing Director of AdUnion, said: “Our partnership with News Corp is an important one, as it signals to the market the value that AdMatch provides, along with tangible proof that Tubi really does drive sales. Tubi is somewhat off the radar for many, but for us, it’s proven to be a strong channel for reach and sales generation – something we only know because of AdMatch.”
AdUnion is a Melbourne-based independent agency with clients including Tangerine Telecom, Wild Secrets, More Telecom, Care for Kids and Peninsula Health. The agency’s AdMatch platform integrates with existing TV media buying systems to deliver real-time campaign optimisation across streaming environments.
Top image: Robert Ong