Case Study: Gannett achieves stronger advertiser trust and content growth with Tubular Labs

Gannett Uncovers Content Opportunities to Differentiate Its Brand

Gannett, the media company behind USA Today and dozens of local outlets, needed better ways to understand changing video trends, serve diverse audiences across social platforms, and reassure advertisers who wanted predictable results. Using Tubular Labs’ video and audience insights, Gannett sought a clearer view of what content would perform on each platform and where new content “white space” opportunities existed.

Tubular Labs helped Gannett analyze real-time performance, identify underperforming sponsored content, and quickly adjust campaigns to improve advertiser outcomes. The same Tubular Labs insights also guided content strategy, helping Gannett spot high-potential subcategories and launch new franchises like Militarykind, Animalkind, and Kidskind; the result was stronger engagement, more effective monetization, and greater trust from returning sponsors.

Gannett

Russ Torres

Vice President of Digital Content and Strategy