Media industry think tank, the Video Futures Collective (VFC) today announced the addition of Netflix Ads to its membership.
The Video Futures Collective now includes the leading premium video streaming environments in Australia today: Amazon Advertising, Disney Advertising, Foxtel Media, Netflix Ads, Samsung Ads, SBS, Vevo and YouTube.
The Video Futures Collective is a think tank created to champion the commercial contribution and future growth of video streaming within the Australian media landscape. It aims to drive research, education, and advocacy to elevate the role of video streaming across connected TV audiences. Working with advertisers and agencies, it’s also focused on building a sustainable, scalable and accountable digital video ecosystem.
Toby Dewar, Member of the VFC steering committee and Director of Customer Engagement, Foxtel Media, said: “The addition of Netflix Ads to the VFC’s ranks is a landmark moment that reinforces our collective reach across the vast majority of Australian streaming audiences. The Video Futures Collective formed to fill a gap in the market and serves as a space where streaming platforms, marketers and agencies can come together to shape the future of premium streaming video advertising. With Netflix Ads now at the table, that vision is stronger than ever, and we are excited to see how our collective collaboration drives the category forward.”
Heidi Monro, Senior Manager of Advertising Sales at Netflix ANZ, said, “Netflix joining the VFC marks a significant next step for our Ads business in Australia. VFC serves as a crucial forum for dialogue and partnership amongst streamers, broadcasters, advertisers, and publishers, enabling us to achieve shared industry goals, and enhancing industry practices and measurement techniques, and we’re excited to play our part.”
Going forward, Netflix will have the opportunity to join with new research projects and broader activities with the VFC. Examples of VFC research projects already underway include:
1) Research to better understand the commercial contribution for brands across video streaming platforms.
2) The largest ever Australian study into attention and context amplification for video streaming. The study explores high attention, low clutter environments to establish the value and impact of premium content.