Netflix makes prominent hire in SG for APAC ad sales ambition

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Netflix has appointed Mitchell Kreuch as its senior director, head of advertising sales – APAC. Kreuch announced his new role on LinkedIn saying he is excited for the new role, leading the ads team across APAC based in Singapore.

Kreuch (pictured) was previously managing director for India and Southeast Asia at Twitter. He was with the company for over six years, holding roles such as APAC and Global Agency Development. He was also chief revenue officer at Kinetic Social in New York. He has worked with the likes of Sizmek, The Walt Disney Company and The New York Times in sales roles.

Don't miss: Amazon in talks to launch ad-supported tier on Prime Video

Kreuch also thanked Peter Naylor, VP of global ad sales at Netflix for the opportunity. Naylor was previously VP of sales Americas at Snap and has worked with the likes of Hulu and NBCUniversal in sales roles.

MARKETING-INTERACTIVE understands that at this point, Netflix has yet to actively reach out to agencies based in Singapore for ad sales solutions.

In November 2022, Netflix first launched its US$6.99 per month ad-supported plan, Basic with Ads which will include an average of four to five minutes of commercials each hour and the inability to download titles. At launch, commercials were 15 or 30 seconds in length and played before and during shows and films.

This comes months after Netflix first mulled ad-supported plans in April despite its then co-CEO Reed Hastings being opposed to it for a long time.

The Basic with Ads tier was first made available in 12 countries - Australia, Brazil, Canada, France, Germany, Italy, Japan, Korea, Mexico, Spain, the UK and the US. Netflix has also partnered with DoubleVerify and Integral Ad Science to verify the viewability and traffic validity of its ads beginning in the first quarter of 2023.

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