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Snap's new mass layoff impacted workers in a range of roles across the company. Another perceived Snap in recent months as a company in "managed decline." C-suite executives who were hired or promoted, like Jerry Hunter and Jeremi Gorman, respectively, to build up and manage Snap's business, are gone and are not being replaced, as CEO Evan Spiegel is taking on oversight of the business. Engineering leaders, too, left the company in recent months. Snap has hired some new executives, like Patrick Harris, Ronan Harris, Darshan Kantak and Eric Young, but none are in the c-suite.
Persons: Evan Spiegel, Snap's, Spiegel, Jerry Hunter, Jeremi Gorman, Patrick Harris, Ronan Harris, Darshan Kantak, Eric Young Organizations: Business, Workers, Monday, BI, Meta, Apple, Engineering Locations: North America, California
Evan Spiegel is having an "Elon moment," according to a report from the The Information citing staff. The 33-year-old Snap CEO is taking a hands-on approach and asking employees to work harder. Business Insider reported in October that staff in Snap's ad business are struggling with nitpicking and micromanagement. Several employees who left the company recently told The Information that Snap's 33-year-old cofounder and CEO Evan Spiegel is in his "Elon era" or "Elon moment," as he makes decisions emulating the billionaire's "hardcore" work culture at X — formerly Twitter. Snap's advertising business makes up a huge chunk of its revenue.
Persons: Evan Spiegel, Elon, , Elon Musk, Spiegel hasn't, Musk, Spiegel, Nima Khajehnouri, Jeremi Gorman, Peter Naylor, Snap's, Jerry Hunter, we're Organizations: Business, Service, Employees, Santa Locations: Santa Monica
Biswanath Panda, vice president of monetization engineering who reported to Khajehnouri, left the company in May after just a year in the role and joined Uber. Jacob Andreou, Snap's former senior vice president of product and growth, left after working there since 2015 and then joined Greylock. Vice president of product Peter Sellis left Snap in September after eight years, taking on a similar role with Discord. Snap in June hired Eric Young as its new senior vice president of engineering, with Khajehnouri then reporting to him. In addition to Young, Darshan Kantak joined as senior vice president of revenue product, Patrick Harris joined as president of Americas, Ronan Harris joined as president of EMEA, and Ajit Mohan joined as president of APAC.
Persons: Nima Khajehnouri, Khajehnouri, Evan Spiegel, Spiegel, he's, Jeremi Gorman, Peter Naylor, Jerry Hunter, Gorman, Ben Schwerin, Biswanath Panda, Uber, Jacob Andreou, Greylock, Peter Sellis, Hunter, Eric Young, Young, Darshan Kantak, Patrick Harris, Ronan Harris, Ajit Mohan Organizations: Snap, EMEA Locations: Snapchat
Netflix replaced its top advertising executive, Jeremi Gorman, after just a year, in a surprise shakeup of its nascent ads business. Insiders said they believed the choice of Reinhard to replace Gorman was a move designed to help sell the advertising business internally. But she's been with the company since 2016 and is known as a level-headed exec who understands the Netflix culture well. This summer, the company eliminated its lowest-priced ad-free tier to incentivize customers to sign up for the ads tier. We've built a world-class team and laid the foundations needed to create a forever ads business."
Persons: Jeremi Gorman, Gorman, Peter Naylor —, Amy Reinhard, Naylor, Reinhard, Greg Peters, Eunice Kim, Elizabeth Stone, she's, She's, they've, We've, Spencer Neumann, Peters Organizations: Netflix, Microsoft, Yahoo
Netflix has drafted another top Snap alum to help build the streamer's new ads tier. David Roter joined from Snap, where he worked with now-Netflix ad leaders Jeremi Gorman and Peter Naylor. Netflix has drafted another top Snap alum to help build the streamer's new ads tier. David Roter has followed fellow Snap alums Jeremi Gorman and Peter Naylor to the streamer. The streamer conceded in its last earnings call that its ad business is still small but that it sees the business eventually generating 10% of revenue.
Persons: David Roter, Jeremi Gorman, Peter Naylor, Roter, Naylor, Gorman, It's, execs Organizations: Netflix, Global Agency, Brand, Twitter, ESPN
Netflix said in its 2Q earnings that subscribers to its ads plan have doubled over the previous quarter. Peter Naylor, VP of global advertising salesPeter Naylor, VP, global advertising sales. Netflix has also brought on several directors and other roles in ad sales who've worked at Hulu, Snap, and elsewhere. Chad Rumminger, who focuses on automotive accounts, from automotive ad sales at Twitter. Julie Taylor Green is head of US vertical ad sales; she was TikTok's director of global business solutions before that.
Persons: execs, they're, Jeremi Gorman, Peter Naylor —, Netflix salespeople, Nielsen, DoubleVerify, Kelly Metz, They've, Gorman, Peter Naylor, who've, Naylor, Julie DeTraglia, Kinsey Tamberrino, He's, Hulu playbook, Adam Gerber, Gerber, he's, it's, She's, Asaf Davidov, DeTraglia, Jon Whitticom, Whitticom, that's, Kinsey Osberg Tamberrino, Michaela Giovengo, Valerie Bischak, Doug Brodman, Victoria Morris, Amy Newton, Joanna Read, Eric Berman, Chad Rumminger, Morgan Tully, Nicole Sabatini, Julie Taylor Green, Chris Smutny Organizations: Netflix, Hulu, ABC, Microsoft, Omnicom Media, Yahoo, Gorman's, ABC Television Group, Disney, Comcast, Viacom Media Network, Amobee, Twitter, Google, Amazon, Tech, Gaming, Entertainment Locations: Hulu, TikTok
Netflix has a top team of business leaders who debate and drive the company's biggest decisions. This "Lstaff" includes co-CEOs Greg Peters and Ted Sarandos plus execs leading new areas like gaming and ads. When Netflix is faced with a big, agenda-setting decision, it convenes a special team of business heads to debate the issue at hand. This group, which numbers 25, has helped shape major company moves like its expansion into mobile games and advertising. Scroll down to read about the people on Netflix's Lstaff, listed in alphabetical order, and the perspective each brings.
Persons: Greg Peters, Ted Sarandos, , Reed Hastings, Bela Bajaria, Scott Stuber, Kim —, Vernā Myers, Jeremi Gorman, Mike Verdu, Spencer Wang Organizations: Netflix, New Zealand Locations: Korea, Japan, Southeast Asia, Australia, New
It will be interesting to see what enlarged role social media stats will also have on the publishing industry, given TikTok has assumed the position of a literary kingmaker. But before I pitch you my novella that's sure to be a social media hit, let's jump into today's tech news. He also revealed that he planned to rehire some of the thousands of staff he laid off after he assumed control of the social media giant. A new PR tech company is using AI to write press releases. Apple unveiled a new set of accessibility features this week, including "Personal Voice," which aims to replicate a user's voice with AI after 15 minutes of training.
Netflix ad tier now has nearly 5 million monthly active users
  + stars: | 2023-05-17 | by ( ) www.reuters.com   time to read: +1 min
LOS ANGELES, May 17 (Reuters) - Netflix Inc's (NFLX.O) recently launched tier that offers lower subscription fees but includes commercials on its programming now has nearly 5 million global monthly active users, a company executive said on Wednesday at a presentation to advertisers. The median age of those viewers is 34, said Jeremi Gorman, Netflix's president of worldwide advertising. Netflix launched a $7-per-month ad-supported tier in November in 12 markets. A Netflix subscription without advertising starts at $10 a month. Netflix had planned to make the presentation live in New York but switched to a virtual event to avoid protests from striking members of the Writers Guild of America.
Netflix ad tier has nearly 5 mln monthly active users
  + stars: | 2023-05-17 | by ( Lisa Richwine | ) www.reuters.com   time to read: +2 min
LOS ANGELES, May 17 (Reuters) - Netflix Inc's (NFLX.O) recently launched ad-supported tier reaches nearly 5 million active users per month, executives said on Wednesday in a pitch that emphasized the breadth of its programming to potential advertisers. On Wednesday, Netflix made its first presentation to advertisers at the annual ritual known as the upfronts, where networks aim to lock in ad commitments for upcoming shows. Jeremi Gorman, Netflix's president of worldwide advertising, said that global monthly active users had reached 5 million. Monthly active users count all adult profiles used on one account with ads. Netflix reported 232.5 million paying subscribers around the world as of the end of March.
Peter Naylor, VP of global advertising salesPeter Naylor, VP, global advertising sales. Netflix has also brought on several directors and other roles in ad sales who've worked at Hulu, Snap, and elsewhere. They are Kinsey Osberg Tamberrino, who is Publicis' main point of contact, and who spent eight years at Hulu, rising to director of advertising sales. Chad Rumminger, who focuses on automotive accounts, from automotive ad sales at Twitter. Julie Taylor Green is head of US vertical ad sales; she was TikTok's director of global business solutions before that.
Netflix also conducted a search before hiring two Snap executives, Jeremi Gorman and Peter Naylor, to lead its new ads business. XandrLesser, a longtime digital ad executive, has extensive experience working on issues around the future of digital marketing. McDonald has a ton of other digital ad sales and publishing experience. She helped launch Modi Media, ad buying giant GroupM's addressable TV business, before joining TV adtech startup Cadent. UnivisionValentino runs Disney's digital ad business as EVP, client and brand solutions.
2022 was a transformational year for Netflix that marked the streamer's foray into advertising. We updated our interactive chart of Netflix's power structure and key leaders. Top execs including former marketing chief Bozoma Saint John left the company, and a new guard emerged as Netflix expanded into businesses including advertising and hired execs with experience from Snap and Hulu to lead the charge. The streamer also shuffled around some key execs, restructuring its studio film team and centralizing TV and film for Europe, the Middle East, and Africa under content VP Larry Tanz. As the power dynamics shift at Netflix, we've updated our organizational chart of the top executives at the streaming company and who they report to.
Insider identified 75 of the most powerful execs at the streamer, in an interactive org chart. Product chief Greg Peters took on additional duties as chief operating officer and has since broadened his purview to include gaming. Former PepsiCo exec Sergio Ezama joined in 2021 to become Netflix's chief talent officer. Insider identified 75 of the most powerful executives now at Netflix. They include C-suite executives finance chief Spencer Neumann, as well as business leads like Bajaria and movie boss Scott Stuber.
Since Netflix began its worldwide expansion in 2016, the streaming service has rewritten the playbook for global entertainment — from TV to film, and, more recently, video games. Still, Netflix's impact on the global TV industry is undeniable. More on Netflix's effect on global TV:The streamer's executive team was rebuilt with a global focusIn recent years, Netflix reoriented its leadership around its new global model. Peters also hired a new talent chief with international experience, former PepsiCo executive Sergio Ezama, to lead Netflix's global workforce. More on Netflix's corporate structure:Netflix has seen its first wide layoffs, though it continues to growThe corporate restructuring hasn't been without obstacles.
Microsoft Advertising has ambitions to double the size of its ads business to $20 billion. Today, Wilk heads up Microsoft Advertising, a $10 billion business. Microsoft is now looking to double the size of its ads business, Wilk said, though he didn't offer a timeframe of when it might hit that target. If Microsoft Advertising were to grow into a $20 billion business, it would overtake Chinese tech giant Tencent. Gaming could become an important Microsoft Advertising assetGaming will become another key driver of Microsoft's advertising growth.
Netflix launched its ad-supported tier in the US on November 3. The new ad-supported tier does not have the full Netflix catalog and will offer video quality up to 720p. NetflixThe ad-supported tier is initially offered in 12 countries, beginning with Canada and Mexico on November 1. Netflix has been pitching advertisers with aggressive pricing, according to advertisers briefed by Netflix. Advertisers said they expect prices to drop after Netflix's ad-supported tier launches, as has been typical with other streaming services like NBCUniversal's Peacock.
Netflix's ad tier launched November 3, and its top ad exec Jeremi Gorman has said its ad inventory is nearly sold out. But some ad buyers said they're advising clients to hold out until the price comes down. One buyer said only half of its TV advertisers initially interested in Netflix are going forward with a deal. This person is advising clients to buy Netflix ads only when prices likely dip in six to 18 months. Most ad buyers think Netflix will eventually field a valuable offering but early returns are likely to be disappointing.
But some ad buyers said they're advising clients to hold out until the price comes down. One buyer said only half of its TV advertisers initially interested in Netflix are going forward with a deal. This person is advising clients to buy Netflix ads only when prices likely dip in six to 18 months. Advertisers are also reluctant to buy Netflix ads because they're untested and competing against platforms that have proven performance, like Hulu, NBCUniversal's Peacock, HBO Max's ad tier, and Amazon, sources said. Most ad buyers think Netflix will eventually field a valuable offering but early returns are likely to be disappointing.
Netflix will launch its ad-supported tier in the US on November 3. The new ad-supported tier will not have the full Netflix catalog and will offer video quality up to 720p. NetflixThe ad-supported tier will be offered in 12 countries, beginning with Canada and Mexico on November 1. Gorman said that partners like Microsoft will only be able to use data collected by the ad-supported tier for targeting within Netflix. Advertisers said they expect prices to drop once Netflix's ad-supported tier launches, as has been typical with other streaming services like NBCUniversal's Peacock.
Netflix is launching a tier with ads Nov. 3, with Disney+ following with a similar offering Dec. 8. Evercore estimated two-thirds of Disney+ subscribers would switch to the ad tier but the uptake remains a question. To be sure, many initial commitments to Disney+ Basic were negotiated as part of the larger TV upfront deals and ranged based on agencies' total spend. If Disney+ Basic underdelivers for advertisers, those buyers also have the assurance that Disney can fill the gaps with other parts of its video business. Disney+ has 152 million subscribers, including 45 million in the US, with a goal of hitting up to 165 million by the end of 2024.
Microsoft posted $10 billion in ad revenue last year and it's positioning itself to double that to $20 billion. It's signed a deal to sell ads for Netflix and is building out its Xbox ads division. But recently, Microsoft has shown signs it's regaining its advertising mojo. Microsoft posted $10 billion in ad revenue last year, and Wilk recently told Insider he plans to double that number to $20 billion, though he didn't say when. And ads are a feature in Microsoft's pending $68.7 billion deal to acquire "Call of Duty" games publisher Activision.
Earlier this summer, Snap executives told managers they should put at least 10% of their teams on performance improvement plans. In a few weeks, Snap employees have gone from feeling relatively stable to joking that they now work at "Snapazon," a reference to the sometimes grueling, metric-heavy approach of Amazon. Snap is chopping the Snap Pixy mini drone, its accelerator program, Snap Originals, Snap Minis and its Games vertical. Other Snap workers expressed similar doubts about the company's acquisition strategy. AR likely will not be a major success story, despite Snap's leadership in the area.
The big question is how large Disney's audience for its ad-supported tier, Disney+ Basic, will be. Netflix is scrambling to launch its ads tier in November, which some ad buyers saw as a move to beat the Walt Disney Co.'s Dec. 8 rollout of Disney+ Basic. To be sure, many initial commitments to Disney+ Basic were negotiated as part of the larger TV upfront deals and ranged based on agencies' total spend. If Disney+ Basic underdelivers for advertisers, those buyers also have the assurance that Disney can fill the gaps with other parts of its video business. Both Disney+ Basic and Netflix's ad-supported tier will enter an increasingly crowded marketplace for streaming ads.
Microsoft posted $10 billion in ad revenue last year and it's poised to grab a bigger share of the ad market. It's signed a deal to sell ads for Netflix and is building out its Xbox ads division. Insider identified 14 of the most influential ad execs at Microsoft that marketers should know. Microsoft is also working on a plan to place ads inside free-to-play Xbox games. And ads are a feature in Microsoft's pending $68.7 billion deal to acquire "Call of Duty" games publisher Activision.
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