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17.05.2023 / 21:45

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Netflix 2023 Upfront Takeaways: Streamer Hits Scripted Drama Hard When TV Cannot

Brian Steinberg Senior TV Editor The upfront presentation that looks most like traditional TV came from a company that likes to tell investors, advertisers and consumers how it’s leapfrogging that entire business. Netflix on Wednesday showed dozens of scripted series and movies that could support advertising — if only Madison Avenue would take a chance and bet on its nascent efforts to sell commercials. Arnold Schwarzenegger. Chris Hemsworth and Julia Roberts were only some of the actors whose efforts could be tied to advertising. Counterparts like NBCUniversal and Fox Corp. were hard-pressed to do the same earlier this week. “We are just getting started,” said Peter Naylor, vice president of global advertising sales at Netflix.

Julia Roberts Chris Hemsworth Arnold Schwarzenegger Fox Corp Peter Naylor Brian Steinberg-Senior New York Netflix Hollywood show president actor Digital

Snap Taps Former Microsoft Head of Advertising Rob Wilk as President of Americas

Todd Spangler NY Digital Editor Rob Wilk, most recently global head of advertising at Microsoft, joined Snap as the first president of Americas overseeing the Snapchat parent company’s sales in the region. Wilk, who is based out of Snap’s New York offices, reports to Snap COO Jerry Hunter. In the new role, Wilk will run sales across the U.S., Canada and Latin America and will be responsible for supporting and managing its largest advertising partners in the region. Wilk steps into the Snap job after the departure last summer of the company’s two top ad sales execs, Jeremi Gorman and Peter Naylor, who joined Netflix. “We were impressed not only with Rob’s hands-on experience building a large and growing advertising business, but also his approach to leading customer-centric sales teams and developing strong, sustained customer relationships,” Hunter wrote in an internal memo to Snap staff Monday.

Peter Naylor Todd Spangler Ny New York Canada Netflix reports president Digital Latin Strategy

Snap to Lay Off Nearly 1,300 Employees, 20% of Headcount, Report Says

Todd Spangler NY Digital Editor Snap is reportedly getting ready to make a major round of layoffs, as Snapchat advertising sales have hit turbulence. The social messaging and media company is set to cut 20% of its workforce, with layoffs set to begin Wednesday, the Verge reported, citing anonymous sources. A Snap spokesperson declined to comment. As of the end of June 2022, Snap had 6,446 full-time employees, up 38% year over year. As part of the layoffs, Snap’s advertising group will be restructured, per the Verge report. That comes as Netflix just hired Snap’s two top ad execs — chief business officer Jeremi Gorman and VP of sales Peter Naylor — to lead advertising efforts as Netflix gears up to launch a cheaper, as-supported plan in 2023.

Peter Naylor Jeremi Gorman Netflix social reports Lay

Netflix Poaches Ad-Sales Executives From Snap

Brian Steinberg Senior TV Editor Netflix, eager to spark better relationships with Madison Avenue after years of avoiding them, has lured two senior executives away from Snap to do so. The streaming giant has hired Jeremi Gorman, Snap’s chief business officer, and Peter Naylor, its vice president of sales, to start making outreach to top advertisers in a bid to launch an ad-supported tier for subscribers who may be looking for new value propositions amid a roiling stock market and as competition for broadband-savvy consumers has grown more intense. “Jeremi’s deep experience in running ad businesses and Peter’s background in leading ad sales teams together will be key as we expand membership options for consumers through a new ad-supported offering,” said Greg Peters, Netflix’s chief operating officer, in a statement.

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