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Service: sponsorship & event marketing
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|Seth M.||Executive Vice President, Cultural Strategy & Insights||CA|
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|Dave F.||Senior Vice President & Head, Account Management||CA|
|Andrew K.||Vice President, Event Production||CA|
|Lauren D.||Vice President, Operations||CA|
|Gary K.||Vice President, Worldwide Licensing||CA|
Male Gen-Z, Millennial Opps: Netflix announces 15+ marketing layoffs amid strategy shift (Score 79)
in July. A spokesperson told Variety that these layoffs are part of a larger marketing strategy pivot. The company will continue promoting individual shows as part of efforts to support the service as a whole; most of its ads (example above) support Netflix-exclusive shows.
In December 2019, Netflix hired a content strategy and analysis VP for its original films: Jonathan Fischer, former COO at Illumination Entertainment. This may also offer a CDP opportunity, readers.
According to iSpot, the company's full 2019 national TV spend targeted male, sports-oriented audiences (see targeting right) and increased by 7% to around $105.7 million from around $99.2 million in 2018.
Adbeat reports that Netflix's digital display ad spend rose slightly (6%) to ~$10.8 million (2019) from ~$10.2 million (2018). The majority of last year's ads were placed programmatically via Google ($7.2 million) on sites such as wikihow.com ($279,200), moviefone.com, quizlet.com and yourdictionary.com.
Kantar indicates that the company also utilizes OOH, print and radio; since it also has a significant social media presence and is focusing on younger audiences, you should additionally offer paid social space. Its planning conversations occur in Q2, with its buying conversations in Q1. Its target demographic, which has a male skew, considering the TV targeting, tends to consist primarily of Gen-Z and millennials, especially parents.
Agency & martech readers - Netflix is currently #76 on the MullenLowe Mediahub (media since 2016). You may have the easiest time securing project-based work here, readers.