Toby, a free advertising service for consumers, is "the best free steaming service unheard of before," the company's chief marketing officer said, but the new holiday-related campaign is aiming to switch it.
"When people hear free broadcasts, they become a bit skeptical," Emily Jordan said. "Free does not necessarily mean cheap or illegal, it's really like a breakthrough, it's a simple and neat choice."
This is the theme of the holiday-related campaign – that Toby is a "stupid smart way" to broadcast television and movies.
Toby was launched four years ago and has seen remarkable growth this year in particular, which has led to an increase in viewing time by 1800 per cent since 2016, the company claims.
The service sorts movies by categories not offered by other streaming services, specifically by Rotten Tomatoes and Not on Netflix.
Recently, Toby has volunteered to expand its offerings through new partnerships, including with Comcast to put its services on the company's X1 platform.
The Toby campaign, in cooperation with the Creative Agency of Vertu, will include bus packaging in New York, San Francisco and L.A from Christmas Day. Videos will be played on social media, including YouTube, Facebook, and Instagram, until January 31.
The service, which is available free of charge on Android, iOS, Roku, Apple TV, Chromecast, Xbox 360, PlayStation 4, Samsung and Amazon Fire TV, will run on the timing of their ads when consumers cancel some of these devices.
"This is a fun time for families to be together," Jordan said. "We want to make sure that when we see families together, we want to be there for them."