Earlier this week, we shared the news of Pluto TV’s rebranding. Changes were made to the free streaming service’s look, features, and user experience. Now, Pluto TV is showing off its new look and trying to solidify its spot at the top of the list of ad-supported services with a new ad campaign.
Wall Street Journal reported that Pluto TV has plans to spend $30 million on advertising this year. The money will be spent to promote the free service amid competition from Tubi, XUMO, and others while positioning Pluto TV as a service to be used alongside paid subscriptions like Netflix and Disney+.
“We believe the opportunity for free, ad-supported TV is massive and complementary to [subscription] services,” said Tim Ryan, chief executive of Pluto TV.
The campaign is kicking off with 15 and 30 second commercials scheduled to begin airing this month during late night programming. We’ll also see billboards and other ads in seven cities across the US, along with advertising on TV, in movie theaters, and on streaming audio services. In the campaign, look for Pluto TV’s new logo and another look at the updated interface.
Why start the ads on late night TV? Ad Week asked Pluto TV. “We know that late night programming and comedy are popular with Pluto TV viewers, and Mediahub’s analysis confirmed the opportunity to reach our target audience,” said Fran Hazeldine, Pluto TV’s SVP of marketing. “It’s also a contextual fit for the brand.”
Take a look at one of the new ads, below.
Pluto TV offers over 250 channels of live streams, along with an on-demand library. The service has over 22 million active monthly users in the US alone. The most recent update, called Project Venetia, included a new linear UX, improved on-demand UX, channel favoriting, a watch list, a watch now button, and more. The update is being rolled out to devices this month.
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