- Netflix has hired Nicolle Pangis as vp of advertising, based on details shared with Marketing Dive. She will report back to President of Advertising Amy Reinhard.
- Previously CEO of TV ad sales company Ampersand, Pangis will leverage her industry relationships, operational background and data-driven approach as she oversees the platform’s U.S. and Canada advertising sales and account management team.
- Pangis replaces Peter Naylor, who left Netflix in July. The move comes as the corporate evolves its ad strategy and seeks to achieve critical scale for advertisers next 12 months.
Netflix continues to organize for the subsequent evolution of its advertising business with its latest hire. The streaming platform launched its ad plan in November 2022 and expects to achieve critical scale for advertisers in countries with ad-supported plans in 2025. Netflix ad membership grew 34% quarter-over-quarter in Q3 2024 and now accounts for half of all sign ups in its ads markets.
Netflix Vice President of Advertising Nicolle Pangis
Courtesy of Netflix
In Pangis, Netflix has found an ad world veteran with deep knowledge and experience in programmatic video and tv. As CEO of Ampersand, she helped the corporate capture 75% of the addressable TV market footprint within the U.S. inside just a number of years. Previously, she held roles at WPP media arm GroupM and Xaxis, the trading desk that GroupM sunset earlier this 12 months. Pangis joins Netflix as the corporate looks to show its penchant for TV and film hit making right into a durable, scalable ad business.
“Given the incredible fandom for their movies and TV shows, Netflix is best positioned to place brands at the middle of the cultural zeitgeist,” she said in a press release. “They offer hugely impactful and relevant experiences for clients, and I can’t wait to start.”
Netflix this 12 months has worked to construct out its advertising capabilities. The company next month will begin testing its in-house ad-tech platform in Canada and can expand its programmatic buying capabilities with The Trade Desk and Google’s DV 360 within the U.S. and LATAM. Both initiatives will launch more globally in 2025.
Netflix in Q3 2024 saw revenue grow 15% 12 months over 12 months but has yet to roll out exact figures around ad-supported subscribers and revenue. The company doesn’t expect its ad business to be a primary driver of revenue growth in 2025 as it looks to balance scale and monetization, but closed its upfront marketplace at greater than 150% above its 2023 total, with increases across all categories.
Pangis replaces previous VP of advertising Peter Naylor, who left Netflix in July. The executive had joined the corporate from Snapchat as the corporate prepared to launch its ad-supported tier in 2022.
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