The Video Futures Collective (VFC ) has evolved from an industry think tank into a member association, uniting Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube to represent Australia's streaming video advertising ecosystem.
Toby Dewar, who is director of customer engagement at Foxtel Media, has been appointed interim CEO.
Jo Moses has been appointed head of research and Murray Love head of measurement.
"What makes the Video Futures Collective truly unique is the scale of collaboration, with eight major streaming players working together to shape the future of the video sector in Australia," Dewar said.
"Globally, this level of coordination is unique, and it gives us a remarkable opportunity to understand audience behaviour, innovate measurement and create insights that help advertisers make smarter, more impactful decisions."
Since launching in March 2024, the VFC has published research including a study with Amplified finding streaming delivers three times the active attention compared to linear, and a three-year study with Adgile and GroupM showing streaming is twice as efficient at driving business outcomes compared to linear video.
As a non-profit member-based organisation, the VFC will expand its research into video advertising effectiveness and develop new measurement programs.
Natalie Portelli, formerly of Sony Pictures Releasing Australia, has also joined as head of marketing and communications.
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