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

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?

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