×
You will be redirected back to your article in seconds

Snapchat Recruits Former Nielsen Exec Cheryl Idell to Head of Entertainment Measurement (EXCLUSIVE)

Cheryl Idell, a veteran of media research and advertising measurement with nearly three decades of experience, has joined Snap as head of entertainment measurement.

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.

More Digital

  • Google to Invest Over $1 Billion

    Google Plans to Spend Over $1 Billion on New York City Campus

    Google has set plans to dramatically boost its footprint in New York City: The internet giant said it will invest more than $1 billion to establish a new 1.7-square-foot campus, Google Hudson Square, in Manhattan. The move is a major part of Google’s expansion plans in the city that will let it more than double [...]

  • Colin Kroll Dead Vine Obit

    HQ Trivia and Vine Co-Founder Colin Kroll Dies at 34

    Colin Kroll, co-founder of the Vine video app and the HQ Trivia game, was found dead in his Manhattan apartment early Sunday of an apparent drug overdose, Variety has confirmed. He was 34. New York Police Department officers responded at 12:18 a.m. Sunday, Dec. 16, to a call by a woman concerned about Kroll’s well-being. [...]

  • Nick Eh 30, StoneMountain64

    CAA Signs Gaming Influencers Nick Eh 30, StoneMountain64

    CAA has signed two popular live-streaming battle royale gamers — Nicholas Amyoony, better known as Nick Eh 30, and David Steinberg, aka StoneMountain64 — for representation. CAA said it will work to create opportunities for Nick Eh 30 (above left) and StoneMountain64 (above right) in all areas, including TV, motion pictures, touring, digital distribution and [...]

  • Amazon Adds NBA League Pass to

    Amazon Adds NBA League Pass Live-Streaming Games to Prime Video Channels

    Amazon is bringing pro hoops action to Prime Video Channels: The ecommerce giant now offers NBA League Pass as part of its lineup of 150-plus subscription options for Prime members in the U.S. It’s the first U.S. live-sports subscription service on Prime Video Channels. Prime members can subscribe to NBA League Pass via Prime Video [...]

  • Fifty Shades of Grey

    International Piracy Ring Stole Over 25,000 Movie and TV Digital Files, U.S. Feds Say

    A five-member international hacking crime ring stole more than 25,000 files for Hollywood movies and TV shows and illegally offered hundreds of them for sale online, according to U.S. law enforcement officials. A federal grand jury in L.A. on Wednesday (Dec. 12) indicted five men, identified as residing in the U.K., India, Dubai and Malaysia, [...]

  • Phil Schiller, Apple's senior vice president

    Apple to Update iPhones in China to Avoid Sales Ban

    Apple is pushing out a software update to iPhones in China to address a recent court order obtained by Qualcomm that banned the sale of certain iPhone models in the country. The update will allow the company to continue selling its phones in China, company representatives told Reuters Friday morning. The Fuzhou Intermediate People’s Court [...]

  • Kevin Reilly Variety Cover

    Kevin Reilly Named Content Chief for WarnerMedia Streaming Service

    Kevin Reilly — a veteran television exec who has led programming at NBC, FX, Fox, and most recently Turner Broadcasting — has been tapped to head content strategy for the still-nascent streaming service that WarnerMedia plans to launch next year. Reilly, who has led programming at Turner brands TNT and TBS since 2015, will serve [...]

More From Our Brands

Access exclusive content