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). 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’s 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 — and what the future of CTV innovation may look like.
Takeaways:
- Nicole Parlapiano transitioned from private equity into marketing leadership at Tubi.
- Tubi’s Super Bowl campaigns redefined what creative disruption can look like in CTV.
- Ad-supported streaming continues to present both challenges and major growth opportunities.
- Deep understanding of niche and subculture audiences is a competitive advantage.
- Tubi actively empowers creators and elevates diverse voices across Hollywood.
- Creative strategy is central to Tubi’s brand and performance marketing approach.
- The CTV ecosystem is evolving faster than any previous media platform.
- Tubi’s creator-first philosophy sets it apart in the streaming landscape.
- Nicole highlights how creativity and data work together to drive modern marketing.
Listen to all episodes on your favorite podcast platform:
Chapters
- 00:00 Introduction to The Sonic Truth
- 00:22 Nicole Parlapiano’s Journey to Tubi
- 01:14 Creative Strategies in Super Bowl Campaigns
- 05:08 Challenges of Ad-Supported Streaming
- 08:30 Understanding Niche Audiences
- 11:32 Empowering Creators in Hollywood
- 13:42 The Future of CTV and Innovation
