Mediahub Global Los Angeles | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Netflix promotes from within to replace departed CMO (Score 60)

​​​​​​​

named Marian Lee as Saint John's replacement. Lee joined Netflix last summer as US and Canada marketing VP. She served as global co-head and VP of music at Spotify prior to joining Netflix. This will affect Netlfix's marketing strategy, and could lead to agency reviews.

According to Pathmatics, Netflix earned 346.7m impressions YTD through Instagram ads (54%), desktop video ads (19%), desktop display ads (13%), Facebook ads (10%), mobile display ads (3%) and Twitter ads (2%). It placed the majority (99%) of these ads site direct onto sites such as instagram.com, youtube.com, facebook.com, nytimes.com and time.com. It placed the remainder (1%) through multiple indirect channels onto sites such as complex.com, hollywoodreporter.com, variety.com, latimes.com and thewrap.com. It spent approximately $3.2m on digital display ads YTD, just 35% of the $9.1m spent in this channel during the same time period of 2021. Full-year spend fell by 51% from $96.4m in 2020 to $47.6m in 2021. 

Per iSpot, Netflix spent $21.2m on national TV ads YTD, a significant increase from $8m spent in this channel during the same time period of 2021. Full-year spend fell 29% from $62.6m in 2020 to $44.3m in 2021. This year, it placed ads during programming such as "NFL Football," "The Walking Dead," "The Curse of Oak Island," "Tyler Peryy's Sistas" and "Friday Night SmackDown." 

Sellers-- Netflix has a broad target audience that it reaches through national TV and digital display ads. It decreased spend in both channels in 2021, but it has been ramping national TV spend up so far this year. This leads me to believe it is trying to reach Gen-Xers and older millennials more effectively.It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. I do not expect Lee to make any radical changes, considering she was promoted internally, but she may decide to experiment with some new channels. Sellers should contact Netflix's DMs for more information and to offer ad space. 

Agency & martech readers-- To the best of my knowledge, Netflix works with media planning AOR VIRTUE Worldwide. Promoted CMOs are less likely to review their company's roster than outside hires. However, you still may be able to help Netflix, so start reaching out to Lee to see if she plans on making any changes.