Quibi has ramped up its TV and digital marketing efforts in the last few months as it’s rolled out a second wave of originals, new data shows

  • Quibi ramped up TV advertising and used YouTube more starting in June, as it readied its second wave of programming and tried to win over subscribers, new data shared with Business Insider showed.
  • Quibi used its official YouTube account more to promote its original programming, and spent more on TV ads, according to data from Tubular Labs, which tracks social-media activity, and ad-tracking firm iSpot.tv. 
  • The ad push comes as Quibi has been retooling its platform and approach following a rough start in April, including adding features like the ability to screenshot video within the app and cast video to TVs.
  • If you have a tip about Quibi, contact this reporter at arodriguez@businessinsider.com or message her on the encrypted messaging at Signal at +1-347-770-5933.
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Quibi ramped up TV advertising and used YouTube more starting in June, as it readied its second wave of programming and tried to win over subscribers, new data shared with Business Insider showed.

The mobile-video service used its official YouTube account more to promote its original programming, and spent more on TV ads, according to data from Tubular Labs, which tracks social-media activity, and ad-tracking firm iSpot.tv. 

The ad push comes as Quibi has been retooling its platform and approach following a rough start in April, including adding features like the ability to screenshot video within the app and cast video to TVs.

In June, Quibi started posting more clips of its original programming to its official YouTube page, the Tubular Labs data showed. From April 1 through the end of May 2020, Quibi uploaded 51 videos to its official YouTube account, for an average of 0.84 videos per day. Between June 1 and August 10, Quibi uploaded 92 videos, averaging 1.39 per day.

Many of the recent videos were trailers for or clips of Quibi originals, such as “Most Dangerous Games,” “Dummy,” and “The Fugitive,” the data showed. Three of Quibi’s YouTube videos posted since June 1 topped 10 million views.

Quibi has put more marketing muscle into promoting its shows since its launch. Before that, the platform had emphasized its overall brand more in ads that explained the concept of “quick bites.”

Quibi recently inked a deal with a blogger network that’s writing about its shows, as Business Insider previously reported. And it is spending more on TV ads for its shows, too, according to iSpot.tv, which estimates the media value of ads that air on national TV.

From July 1 to August 5, Quibi aired TV ads worth an estimated $10 million, and generated 469 million impressions, according to iSpot.tv. 

Quibi aired another $40.8 million worth of TV ads through June, making it the sixth-largest advertiser among streaming-TV services during the first half of the year. That period included Quibi’s Super Bowl campaign and launch push.

The data also showed Quibi pulled back on ad spending in May and June, after its initial launch period and as other major advertisers were pausing campaigns because of the coronavirus pandemic.

It started spending heavily on TV ads again in July and early August, as it rolled out its second wave of original programming. The ads promoted shows including “Die Hart,” “The Fugitive,” and “Most Dangerous Game.”

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