Netflix will take part in upcoming VFC projects.
Netflix Ads has joined the Video Futures Collective (VFC), a local industry group focused on the commercial development of video streaming in Australia.
Netflix Ads joins Amazon Advertising, Disney Advertising, Foxtel Media, Samsung Ads, SBS, Vevo and YouTube as part of the collective.
Senior manager of advertising sales at Netflix ANZ, Heidi Monro, said Netflix joining the VFC was a significant step for the company’s 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,” she said.
Formed to promote research, education and standards in the sector, the VFC works with advertisers and agencies on audience measurement and sustainable digital video practices.
Toby Dewar, a VFC steering committee member and director of customer engagement at Foxtel Media, said the addition of Netflix Ads to the VFC’s ranks was a ‘landmark moment’ that reinforces the collective reach of the industry group.
“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,” Dewar said.
“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.”
Netflix will take part in upcoming VFC projects, including a national study into advertising attention in streaming environments and research on the commercial impact of video platforms for brands.
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