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State of the Screens

Peter Naylor Exits as Hulu’s Head of Ad Sales to Join Snap

By April 16, 2020No Comments

Big news in adland: Peter Naylor is leaving Hulu after six years to head up Snap’s U.S. ad business.

Why this matters: Mobile-first video is a growing trend, but it remains to be seen whether anyone besides Facebook/Instagram will build a massive business around it.  Another unknown is whether the target demographic (under 35) will prefer an ad-supported model (Snap, TikTok, etc.) versus a subscription/hybrid (Quibi).

Quote from Michael Levine – Senior Research Analyst @ Pivotal Research Group:
“We have personally known Peter Naylor since the early days of the Internet. We hold him in incredibly high esteem, as does the industry. We believe he is a top 10 online advertising executive globally and likely had a range of options.”

Snap daily active users in North America (YoY growth):
1) 
2016 – 68M
2) 
2017 – 80M (↑ 18%)
3) 2018 – 79M (↓ 1%)
4) 2019 – 86M (↑ 9%)

Snap revenue in North America (YoY growth):
1) 2016 – $361M
2) 
2017 – $663M (↑ 84%)
3) 2018 – $823M (↑ 24%)
4) 2019 – $1.2B (↑ 44%)

Snap revenue/user in North America (YoY growth):
1) 
2016 – $5.31
2) 
2017 – $8.29 (↑ 56%)
3) 2018 – $10.42 (↑ 26%)
4) 2019 – $13.77 (↑ 32%)

2019 revenue/user in North America (YoY growth):
1) 
Facebook – $281 (↑ 24%)
2) Snap – $14 (↑ 32%)

More: What Comes After TV?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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