The Video Futures Collective (VFC) -- Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube -- has launched a research initiative to modernise how advertising on streaming video is planned, measured and optimised in Australia.
The first phase, in collaboration with Omnicom Media, focuses on frequency, seeking to establish evidence-based guidance for streaming environments that replaces principles inherited from linear television.
The research will examine how frequency requirements vary across campaign KPIs, from brand health to sales outcomes, as well as across brand and campaign attributes.
Findings are intended to be released later this year under the name The Frequency System.
Adgile has been appointed research partner following a three-way pitch, selected for its dataset and expertise in connecting video exposure to outcomes.
Toby Dewar, interim CEO of VFC, said the industry had reached an inflection point.
“Streaming environments operate differently to linear TV in how audiences choose content, how advertising is delivered and how exposure accumulates. Yet media planning approaches have not evolved at the same pace.
“The ambition of this project is to replace assumption with evidence by providing the market with guidance that is purpose-built for streaming rather than inherited from legacy TV rules,” he said.
Stu Carr, director of customer insights at Adgile, said frequency had been oversimplified in streaming.
“The industry has treated it as a single number, when in reality it behaves as a system shaped by memory state, brand maturity, campaign structure and delivery mechanics,” he said.
Thad King, chief planning officer of Omnicom Media agency OMD, said the initiative would give planners long-awaited clarity.
“Streaming has matured faster than the rules the industry has relied on to plan it,” he said.
“This work allows us to move the conversation forward by establishing an evidence-led framework for frequency that reflects how streaming actually works across objectives, brand stage, campaign type and category dynamics.
“As planners, our role is to help the market evolve with confidence, and we’re proud to help translate this research into guidance that can be applied in the real world.”
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