Every now and then we like to highlight a new IAB New Zealand Member we think our community will find interesting. Today we meet Heidi Monro, Head of Advertising Sales ANZ, Netflix.
Please give us some historical background about Netflix as a company.
Netflix started in 1997 as a DVD-by-mail service before pivoting to streaming in 2007, and has since grown into one of the world's leading entertainment services, now operating in 190+ countries and offering TV series, films, games, and live programming across a huge range of genres and languages. In New Zealand, that included investing in local training and career development, alongside a growing slate of locally-made productions like Queenstown, East of Eden, and Power of the Dog.
Do you have a hero product that you're most proud of?
Pause Ads is my standout hero product - I like to think of it as a billboard in your living room. Triggered after five seconds of inactivity, the format creates a highly viewable and intentional moment for advertisers, allowing brands to show up naturally without interrupting the viewing experience. It’s a simple format, but one that brings together what I think great advertising should do: capture attention at the right moment while respecting the member experience.
Tell us a bit about your company's mission and vision:
Our mission at Netflix is simple: to entertain the world. Everything we do centres on inspiring and thrilling audiences everywhere with shows, movies, and games people genuinely love; not just streaming content, but great entertainment in whatever form that takes.
If you could invite three people, dead or alive, to dinner who would they be?
Larry David, Joan Rivers and Daniel Ricciardo.
Larry David for the awkward brilliance of Curb Your Enthusiasm, Joan Rivers for her razor-sharp humour, and Daniel Ricciardo because Drive to Survive turned me into a fan – plus, I have a feeling he’d bring great energy to the table. Between Larry and Joan’s humour and Daniel’s stories from the track, I don’t think there’d be a dull moment.
What's the best piece of advice you've ever received, or like to share with others?
“Good intentions matter, but actions define you.”
It’s something I try to keep in mind both personally and professionally. Having the right intentions is important, but ultimately it’s what you do – how you show up, follow through and treat the people around you – that makes the difference.
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