VFC – The Video Futures Collective has launched a new industry research initiative aimed at modernising how advertising on streaming video is planned, measured and optimised in Australia.
Developed in collaboration with Omnicom Media Australia, the project responds to what VFC says is a growing industry challenge: streaming video behaves differently from linear television, but media planning still leans heavily on analogue-era TV principles.
The first phase will focus on frequency, with the aim of establishing evidence-based streaming guidance that fits modern viewing environments and can be applied practically by the market.
Building new rules for streaming
The research will examine how frequency requirements vary across campaign KPIs, from brand health outcomes to performance outcomes such as sales.
It will also look at differences across brand and campaign attributes where meaningful patterns are observed.
The goal is to deliver practical planning guidance for the market, grounded in evidence rather than inherited convention.
Toby Dewar on the inflection point
Toby Dewar, Interim CEO of VFC, said the industry needs planning approaches that reflect how streaming actually works.
“We believe the advertising industry has reached an inflection point,” said Dewar.
“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.”
Dewar said the project is designed to move the market away from assumptions.
“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.”
Adgile appointed as research partner
Following a competitive three-way pitch process, Adgile has been appointed as the research partner for the project.
VFC said the appointment reflects Adgile’s dataset, advanced analytics expertise and ability to connect video exposure to outcomes.
The company will support the development of planning frameworks that can be applied across the industry.
Adgile on why frequency needs a rethink
Stu Carr, Director of Customer Insights at Adgile, said streaming frequency has often been treated too simply.
“For too long, frequency has been oversimplified in streaming,” said Carr.
“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.”
Omnicom Media Australia on practical guidance
Thad King, Chief Planning Officer of Omnicom Media agency OMD, said the initiative will give planners clearer guidance for streaming campaigns.
“Streaming has matured faster than the rules the industry has relied on to plan it.
“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.”
The Frequency System
The project will be brought to market as The Frequency System.
It will focus on defining the imperatives of streaming frequency planning and translating the findings into a practical playbook for the market.
Findings from the project are expected to be released later this year.
Top Image: VFC