Snap hired Idell to help pitch its advertising products to movie studios, TV networks and internet-video platforms. She reports to Ali Rana, Snap’s global head of measurement and insights.
Before she started at Snap last month, Idell was head of West Coast operations for Mindshare, the media agency network that is part of WPP, which she joined in June 2016. Prior to that, she spent more than eight years at Nielsen, where she most recently held the role of EVP of client solutions leading the company’s relationship with Disney.
Prior to Nielsen, she worked at 20th Century Fox as EVP of media and marketing planning and was president of IAG Research (now Nielsen TV Brand Effect). She also held various senior roles in strategic planning and research at IPG Mediabrands’ Initiative, including EVP, chief strategic and research officer.
Since going public, Snap has seen slower-than-expected revenue and user growth. The company is developing new measurement solutions as part of trying to boost sales.
In addition to enhancing its own reporting metrics, the company plans to continue to add third-party measurement partners that specialize in the entertainment industry aimed quantifying the value of Snapchat in driving ticket sales, TV tune-in and streaming app downloads and tune-in. For example, Snap is working with movie-research firm NRG to understand how Snapchat’s users are tracking alongside NRG’s standard industry metrics.
Idell’s hiring also comes as Snap continues to ramp up its content partners for short-form, TV-like shows on the platform. Snapchat is pushing into scripted entertainment, including via a studio joint venture with NBCUniversal, and on Monday announced a deal with ESPN to adapt “SportsCenter” for the app.