Video Futures Collective adds Amazon, announces new projects with BeatGrid and Amplified Intelligence

Media industry thinktank, the Video Futures Collective (VFC) announced the addition of Amazon to its membership, as well as the launch of two new industry research projects to investigate the impact of premium digital video advertising. 

Video Futures Collective members now include a host of the most premium video media entertainment environments in Australia today: Amazon Advertising, Disney Advertising, Foxtel Media, Samsung Ads, SBS on Demand, Vevo and YouTube.

Speaking at Foxtel Media’s 2025 Upfronts, Toby Dewar, Director of Customer Engagement, Foxtel Media and a member of the VFC steering committee, said: “The Video Futures Collective was created when we realised there was a gap in representation for premium video businesses like ours. We are delighted to welcome Amazon onboard as we level-up just 8 months after launching in April this year. The addition of Amazon means that the group counts another of Australia’s most popular streaming services amongst its members. We’re also excited to unveil two new projects supported by our members, with the goal of supporting the entire industry as it evolves to take advantage of the premium video revolution,” he said. 

BeatGrid, MAGNA Global and Wesfarmers

In partnership with BeatGrid, MAGNA Global and Wesfarmers (whose brands include Kmart, Officeworks, OnePass, Target), this research project will investigate the effectiveness of advertising in the premium video market across media, marketing, and business outcomes.

Using BeatGrid’s proprietary Audio Content Recognition (ACR) technology and passive metering panel, this project will measure the impact of video advertising on key business and marketing objectives, starting with Wesfarmers in the retail category. It will evaluate the effectiveness of cross-screen advertising by accurately measuring reach, frequency, incrementality and brand lift across a mix of VFC member platforms. It will also assess the impact of advertising on key business metrics such as in-store traffic.

Lucy Formosa Morgan, National Managing Director, MAGNA said: "Understanding the effectiveness of video advertising in today’s fragmented media environment is a challenge for all brands. As an industry, we need to work together to best understand how we can provide value to our organisations from optimising the media mix, and to prove how marketing is playing a key role in adding business value. We look forward to collaborating with the VFC on this important research project to help the industry move forward.”

Amplified Intelligence and Omnicom Media Group

The VFC is engaging Amplified Intelligence, in partnership with OMG, to undertake the largest ever Australian study into attention and context amplification for video streaming. The study will explore high attention, low clutter environments to establish the value and impact of premium content. It will look at three areas of measurement: attention metrics (active, passive & non-attention); attention drivers (device, channel, program, daypart and ad length); and attention amplifiers (ad context and demographics).

The project will explore the power of context in television to better understand the link between people’s engagement with video content and how that effects the advertising served alongside that content. It will also help to build the foundation for common industry metrics around attention.

Dr Karen Nelson-Field, Founder & CEO, Amplified Intelligence said: “We know that attention is the gateway for an advertiser to achieve an outcome from their media investment. This project will be the most extensive research undertaken in Australia to establish how the engagement from must-watch content translates to attention in ad experiences. It will review the significant value content plays in this equation – and evaluate the difference that attention makes to brands.”

Kristiaan Kroon, Chief Investment Officer, OMG Australia commented: “The white noise created by the oversupply of advertising in Australia is having an ongoing impact of effectiveness for all brands. Attention signals are key in understanding this and optimising media to drive improved outcomes for our clients. Globally and locally OMG is at the forefront of the impact attention has on media selection and we are proud to be a partner in this research study, which aims to deliver insights that will help the entire industry make video advertising more effective and impactful."

The results from the two research projects are expected in the first quarter of 2025. 

Toby Dewar, Director of Customer Engagement, Foxtel Media added: “At the start of this year, we asked brands and agencies what mattered most for them in the video marketplace, and what an organisation like the VFC could do to move the industry forward. The feedback was clear and consistent: brands know there is an opportunity to invest more in video, but need the proof, tools and support to get there. These projects exist to help to provide the support the industry needs to take advantage of the future of video.”Video Futures Collective adds Amazon, announces new projects with BeatGrid and Amplified Intelligence Sydney 17 October 2024: Media industry thinktank, the Video Futures Collective (VFC) today announced the addition of Amazon to its membership, as well as the launch of two new industry research projects to investigate the impact of premium digital video advertising. Video Futures Collective members now include a host of the most premium video media entertainment environments in Australia today: Amazon Advertising, Disney Advertising, Foxtel Media, Samsung Ads, SBS on Demand, Vevo and YouTube. Speaking at Foxtel Media’s 2025 Upfronts, Toby Dewar, Director of Customer Engagement, Foxtel Media and a member of the VFC steering committee, said: “The Video Futures Collective was created when we realised there was a gap in representation for premium video businesses like ours. We are delighted to welcome Amazon onboard as we level-up just 8 months after launching in April this year. The addition of Amazon means that the group counts another of Australia’s most popular streaming services amongst its members. We’re also excited to unveil two new projects supported by our members, with the goal of supporting the entire industry as it evolves to take advantage of the premium video revolution,” he said. BeatGrid, MAGNA Global and Wesfarmers In partnership with BeatGrid, MAGNA Global and Wesfarmers (whose brands include Kmart, Officeworks, OnePass, Target), this research project will investigate the effectiveness of advertising in the premium video market across media, marketing, and business outcomes. Using BeatGrid’s proprietary Audio Content Recognition (ACR) technology and passive metering panel, this project will measure the impact of video advertising on key business and marketing objectives, starting with Wesfarmers in the retail category. It will evaluate the effectiveness of cross-screen advertising by accurately measuring reach, frequency, incrementality and brand lift across a mix of VFC member platforms. It will also assess the impact of advertising on key business metrics such as in-store traffic. Lucy Formosa Morgan, National Managing Director, MAGNA said: "Understanding the effectiveness of video advertising in today’s fragmented media environment is a challenge for all brands. As an industry, we need to work together to best understand how we can provide value to our organisations from optimising the media mix, and to prove how marketing is playing a key role in adding business value. We look forward to collaborating with the VFC on this important research project to help the industry move forward.” Amplified Intelligence and Omnicom Media Group The VFC is engaging Amplified Intelligence, in partnership with OMG, to undertake the largest ever Australian study into attention and context amplification for video streaming. The study will explore high attention, low clutter environments to establish the value and impact of premium content. It will look at three areas of measurement: attention metrics (active, passive & non-attention); attention drivers (device, channel, program, daypart and ad length); and attention amplifiers (ad context and demographics). The project will explore the power of context in television to better understand the link between people’s engagement with video content and how that effects the advertising served alongside that content. It will also help to build the foundation for common industry metrics around attention. Dr Karen Nelson-Field, Founder & CEO, Amplified Intelligence said: “We know that attention is the gateway for an advertiser to achieve an outcome from their media investment. This project will be the most extensive research undertaken in Australia to establish how the engagement from must-watch content translates to attention in ad experiences. It will review the significant value content plays in this equation – and evaluate the difference that attention makes to brands.” Kristiaan Kroon, Chief Investment Officer, OMG Australia commented: “The white noise created by the oversupply of advertising in Australia is having an ongoing impact of effectiveness for all brands. Attention signals are key in understanding this and optimising media to drive improved outcomes for our clients. Globally and locally OMG is at the forefront of the impact attention has on media selection and we are proud to be a partner in this research study, which aims to deliver insights that will help the entire industry make video advertising more effective and impactful." The results from the two research projects are expected in the first quarter of 2025. Toby Dewar, Director of Customer Engagement, Foxtel Media added: “At the start of this year, we asked brands and agencies what mattered most for them in the video marketplace, and what an organisation like the VFC could do to move the industry forward. The feedback was clear and consistent: brands know there is an opportunity to invest more in video, but need the proof, tools and support to get there. These projects exist to help to provide the support the industry needs to take advantage of the future of video.” ​ Lead VFC Image will be available HERE post 5pm Event images from the Foxtel Media 2025 Upfront will be available HERE post 9pm For more information, contact: Ash Pritchard ash@kickercomms.com / +61 411 020 680 Alex Spurzem, Managing Director, Samsung Ads and Toby Dewar, Director Customer Engagement, Foxtel MediaAlex Spurzem, Managing Director, Samsung Ads and Toby Dewar, Director Customer Engagement, Foxtel MediaThe VFC members: Amazon Advertising, Disney Advertising, Foxtel Media, Samsung Ads, SBS on Demand, Vevo and YouTube.

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