Netflix Joins Video Futures Collective for Future Collaboration

The Video Futures Collective (VFC) has exciting news to share: Netflix Ads are now part of their esteemed membership! This collective brings together the biggest players in premium video streaming in Australia, including Amazon Advertising, Disney Advertising, Foxtel Media, Netflix Ads, Samsung Ads, SBS, Vevo, and YouTube.

The VFC is a think tank dedicated to championing the commercial growth and future of video streaming in Australia. Through research, education, and advocacy, they aim to elevate the role of video streaming in connected TV audiences. By collaborating with advertisers and agencies, the VFC is committed to creating a sustainable, scalable, and accountable digital video ecosystem.

Toby Dewar, Director of Customer Engagement at Foxtel Media and a member of the VFC steering committee, expressed his enthusiasm for having Netflix Ads on board. The addition of Netflix Ads signifies a significant milestone in expanding their collective influence across Australian streaming audiences. Together, streaming platforms, marketers, and agencies are shaping the future of premium streaming video advertising.

Netflix Australia’s Senior Manager of Advertising Sales, Heidi Monro, highlighted the importance of Netflix joining the VFC. This move signifies a vital step for Netflix’s Ads business, opening up opportunities for collaboration and dialogue among streamers, broadcasters, advertisers, and publishers. As they work towards shared industry goals, the VFC aims to enhance industry practices and measurement techniques.

Moving forward, Netflix will actively engage in new research projects and activities with the VFC. Among the ongoing research projects are studies focusing on understanding the commercial contributions for brands across video streaming platforms and exploring attention and context amplification in high attention, low clutter environments for video streaming.