News Corp’s All Screens for All Australians big pitch to media buyers was compelling with a clear strategy to engage audiences across multiple screens, according to agencies.
At a Sydney event on Thursday, the media company unveiled its unified advertising package, with free, ad-supported streaming service Tubi as its centrepiece, designed to connect brands with audiences across mobile, tablet, desktop and connected TV.
This marks News Corp’s latest push to expand its video advertising footprint in an increasingly fragmented screens market.
Steve Allen, media analyst at Pearman, described the News Corp pitch as compelling, dense and slick.
“As an organisation marketing to their revenue base, News is consistently one of the most comprehensive and best presenters,” he told AdNews.
“So it was once again with their All Screens presentation – meaning Mobile, PC, Tablet or big screen.
“News’ overarching proposition was that the video ecosystem is more engaging because it is information or entertainment consumers seek out – earn their audience and their attention... engaged reach.
“Tubi gets News to the big screens; the living (or TV) room.
“This presentation was very good at telling us why consumers chose Tubi in any one of the 11 countries it is available in (so far). Also how Tubi in Australia, for BVOD has a sizable unique and exclusive audience. Thus it adds reach.
“Like last time, News had very good exclusive sales offers for Tubi.
“What News did not go into, essentially skirted around, was the size of Australian audiences, which whilst building, are considerably smaller than alternate BVOD competitors.
“But what they did highlight was Tubi Ad Load, and Ad-break presentation quality, a considerable advantage over most of their BVOD competitors.
“Overall a compelling presentation. As always, it is up to clients and agencies to analyse the proposition, and see both its advantages and its faults or shortfalls.”
Michael Mellington, head of media planning at UM, said News has always had video formats, but Tubi takes this to another level.
“Tubi has found a position for a unique and engaged audience,” he said.
“Despite having an already broad reaching and data lead ecosystem, News’ screens content has a great opportunity to connect to culture and spark conversation with a saturated screens market (New-Stalgia).
“Leaning into fandom and cultural curiosity, Tubi offers deeper exploration for audiences to rediscovery and tap into cult classics while still experiencing new content via a unique creator content slate.
“The essence of Tubi goes beyond what you would expect from News, but is powered by what we know and have seen developed in recent years, by using the breadth and depth of journalistic talent to curate cross platform experiences that clearly links screens into the wider News ecosystem: linking news, current events, entertainment and now pop culture.
“The increased supply in screens at a competitive price is putting downward pressure on market inflation offering advertisers more efficient and effective ways to reach audiences.
“This increased inventory will continue to put pressure on OLV platforms operating in walled gardens with little transparency over UX metrics, such as ad minutes per session or the volume of ad blocks.
“News is also taking a stand on community safety and ensuring users come first. Taking learnings from 11 countries Tubi will no doubt continue to evolve, providing an antidote for scroll fatigue and deliver more opportunities for advertisers. This coupled with the vast array of News data and shoppable technology delivers a complete funnel approach.
“Overall, this was a very different approach for News, and no doubt foreshadows what's to come with the expanded screens opportunity.”
Nick Hayes, head of digital at The Media Store, said it is great to see News round out its video offering to include the biggest screen in the house through their partnership with Tubi.
“While SVOD platforms are reducing their content (but not their subscription costs), and BVOD audiences are increasingly overlapping, Tubi offers advertisers incremental audiences across CTV, lighter ad loads and plenty of content (as Tubi boss David Salmon noted, they’re not the arbiters of taste),” he said.
“I’m excited to see how Tubi shakes up the VOD space now that it has the power of News behind it.”
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