{"id":41455,"date":"2025-08-03T23:21:10","date_gmt":"2025-08-03T23:21:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/41455\/"},"modified":"2025-08-03T23:21:10","modified_gmt":"2025-08-03T23:21:10","slug":"lou-barrett-on-streaming-scale-and-news-australias-all-screens","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/41455\/","title":{"rendered":"Lou Barrett on streaming, scale, and News Australia’s All Screens"},"content":{"rendered":"

For Barrett, this move is long overdue, and while Tubi is a crucial final piece of the puzzle<\/a>, she\u2019s quick to point out that the strategy goes far beyond just one platform.<\/p>\n

\u201cWe have the audiences, the premium environment, and now, with Tubi, we have the scale,\u201d says Barrett. \u201cBut our history and success \u00a0in this\u00a0space can\u2019t be overlooked, and we can, and we do deliver to\u00a0all Australians, wherever they are and however they consume video.\u201d<\/p>\n

\u201cOur screen strategy is front and centre of everything we do and everything else is built around it.\u201d<\/p>\n

That\u2019s backed by market momentum. According to IAB Australia, video advertising has continued to surge in Australia<\/a> with 27.5% of all online advertising invested in video.<\/p>\n

The All Screens proposition connects content from key mastheads and lifestyle sites like\u00a0news.com.au,\u00a0delicious.,\u00a0Kidspot, and\u00a0Body+Soul, plus live sport, short-form social.<\/p>\n

According to News there have been one billion views across the digital network over the last year and as Tubi\u2019s\u00a0ad-supported model\u00a0includes\u00a0over\u00a050,000 titles\u00a0spanning blockbusters, kids programming, and niche genres, it\u2019s designed for mass reach and high engagement.<\/p>\n

\u201cClients are excited about the CPMs, the transparency, and the creative opportunities,\u201d says Barrett. \u00a0\u201cAcross our ecosystem, from news to lifestyle to streaming, we are only reaching more and engaging with more.<\/p>\n

\u201cWe know simply reaching audiences isn\u2019t enough anymore, engagement is what drives ROI, not mindless scrolling. Our clients want this refined offering, that\u2019s clear.\u201d<\/p>\n

\"\"<\/p>\n

Lou Barrett with the Tubi Rabbit at the launch of All Screens for All Australians.<\/p>\n

For Barrett and her team, the focus now is embedding \u201cAll Screens for All Australians\u201d into the planning mindset of media buyers. That means integrated trading, audience planning that goes beyond traditional platforms, and stronger cross-platform reporting.<\/p>\n

Tubi\u2019s offering is now powered by News\u2019 Intent Connect, and that includes enhanced data as well as advanced addressable segments like interests, category intent and shoppers.<\/p>\n

Not complacent<\/p>\n

But Barrett isn\u2019t complacent.<\/p>\n

\u201cOur sales team can\u2019t sit back and wait. We need to be agitating for every dollar,\u201d she says. \u201cBecause what we\u2019re offering is one-stop shop here and we want clients to see a great return on their investments.\u201d<\/p>\n

Success over the next 12 months will be measured by commercial impact and she\u2019s blunt on what matters most. \u201cIn a year I want to have made a lot more money for News obviously,\u201d she says. \u201cBut I also want to make a lot more money for our clients too.\u201d<\/p>\n

As the video landscape continues to fragment and evolve, this\u00a0 proposition looks to be a timely response to shifting audience behaviour and advertiser expectations.<\/p>\n

With Tubi now in the mix and a renewed emphasis on data, scale and engagement, it\u2019s clear News is making a deliberate push into territory once dominated by broadcasters and global streamers.<\/p>\n

\u201cI\u2019m incredibly excited about the future of video and how News is leading the charge in this video-first world and I\u2019m even more excited to see what we can deliver for our clients,\u201d says Barrett.<\/p>\n

Keep on top of the most important media, marketing, and agency news each day with the\u00a0Mediaweek\u00a0Morning Report\u00a0\u2013 delivered for free every morning to your inbox.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"For Barrett, this move is long overdue, and while Tubi is a crucial final piece of the puzzle,…\n","protected":false},"author":2,"featured_media":41456,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[36502,64,63,36503,44,36504,36505],"class_list":["post-41455","post","type-post","status-publish","format-standard","has-post-thumbnail","category-australia","tag-all-screens","tag-au","tag-australia","tag-lou-barrett","tag-news","tag-news-australia","tag-tubi"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/41455","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=41455"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/41455\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/41456"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=41455"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=41455"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=41455"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}