{"id":10102,"date":"2025-12-15T20:42:00","date_gmt":"2025-12-16T01:42:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/12\/15\/nicole-parlapiano-on-the-art-and-science-of-tubis-creativity\/"},"modified":"2026-07-17T11:43:05","modified_gmt":"2026-07-17T11:43:05","slug":"nicole-parlapiano-on-the-art-and-science-of-tubis-creativity","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/nicole-parlapiano-on-the-art-and-science-of-tubis-creativity\/10102\/","title":{"rendered":"Nicole Parlapiano on the Art and Science of Tubi\u2019s Creativity"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><p>In this episode of <em>The Sonic Truth<\/em>, host Scott Simonelli sits down with Nicole Parlapiano, Chief Marketing Officer of Tubi, for a deep dive into the rapidly shifting world of connected television (CTV). Nicole shares her unconventional journey from private equity to leading one of the most culturally resonant streaming brands. She breaks down the creative thinking behind Tubi\u2019s breakthrough Super Bowl campaigns, the evolving realities of ad-supported streaming, and why understanding niche audiences is essential to standing out in a crowded media landscape. The conversation also explores how Tubi is empowering creators with new tools, platforms, and opportunities to bring fresh, diverse voices into Hollywood \u2014 and what the future of CTV innovation may look like.<\/p><br><strong>Takeaways:<\/strong><br><ul><br><li>Nicole Parlapiano transitioned from private equity into marketing leadership at Tubi.<\/li><br><li>Tubi\u2019s Super Bowl campaigns redefined what creative disruption can look like in CTV.<\/li><br><li>Ad-supported streaming continues to present both challenges and major growth opportunities.<\/li><br><li>Deep understanding of niche and subculture audiences is a competitive advantage.<\/li><br><li>Tubi actively empowers creators and elevates diverse voices across Hollywood.<\/li><br><li>Creative strategy is central to Tubi\u2019s brand and performance marketing approach.<\/li><br><li>The CTV ecosystem is evolving faster than any previous media platform.<\/li><br><li>Tubi\u2019s creator-first philosophy sets it apart in the streaming landscape.<\/li><br><li>Nicole highlights how creativity and data work together to drive modern marketing.<\/li><br><\/ul><\/p>\n\n\n<h3>Listen to all episodes on your favorite podcast platform:<\/h3>\n<p>\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/the-sonic-truth\/id1440856708\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/5tdVSILWq2Aqugg0NB47Nt\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/youtu.be\/6l2CCG_ipTM\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-150x150.png\" alt=\"youtube podcasts\" class=\"wp-image-8368\" style=\"object-fit:cover;width:32px;height:32px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1024x1024.png 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-768x768.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1536x1536.png 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png 2048w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n\n\n<\/p>\n<hr \/>\n<p><iframe loading=\"lazy\" style=\"border: none; min-width: min(100%, 430px); height: 315px;\" title=\"Nicole Parlapiano on the Art and Science of Tubi\u2019s Creativity\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=ve7bk-19f0fea-pb&amp;from=pb6admin&amp;pbad=0&amp;share=1&amp;download=1&amp;rtl=0&amp;fonts=Arial&amp;skin=1&amp;font-color=auto&amp;logo_link=episode_page&amp;btn-skin=f6f6f6&amp;size=315\" width=\"100%\" height=\"315\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-name=\"pb-iframe-player\"><\/iframe><\/p>\n<hr \/>\n<p><strong>Chapters<\/strong><\/p>\n<ul>\n<li><strong>00:00<\/strong> Introduction to <em>The Sonic Truth<br \/><\/em><\/li>\n<li><strong>00:22<\/strong> Nicole Parlapiano\u2019s Journey to Tubi<\/li>\n<li><strong>01:14<\/strong> Creative Strategies in Super Bowl Campaigns<\/li>\n<li><strong>05:08<\/strong> Challenges of Ad-Supported Streaming<\/li>\n<li><strong>08:30<\/strong> Understanding Niche Audiences<\/li>\n<li><strong>11:32<\/strong> Empowering Creators in Hollywood<\/li>\n<li><strong>13:42<\/strong> The Future of CTV and Innovation<\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\">","protected":false},"excerpt":{"rendered":"<p>In this episode of The Sonic Truth, host Scott Simonelli sits down with Nicole Parlapiano, Chief Marketing Officer of Tubi, for a deep dive into the rapidly shifting world of connected television (CTV).<\/p>\n","protected":false},"author":7,"featured_media":10103,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[23,26],"class_list":["post-10102","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-podcast","topics-the-sonic-truth"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Nicole Parlapiano on the Art and Science of Tubi\u2019s Creativity | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/nicole-parlapiano-on-the-art-and-science-of-tubis-creativity\/10102\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nicole Parlapiano on the Art and Science of Tubi\u2019s Creativity\" \/>\n<meta property=\"og:description\" content=\"In this episode of The Sonic Truth, host Scott Simonelli sits down with Nicole Parlapiano, Chief Marketing Officer of Tubi, for a deep dive into the rapidly shifting world of connected television (CTV).\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/nicole-parlapiano-on-the-art-and-science-of-tubis-creativity\/10102\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta 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