The Video Futures Collective (VFC) has transitioned into an independent industry association, aligning Australia’s biggest video advertising players.
After launching in 2024 as an “informal think tank”, the Collective, backed by Amazon Prime Video, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube, has now evolved into a formal independent industry body.
As a non-for-profit member-based organisation, the VFC said it will be scaling up its activities, with an accelerated program of initiatives including research into the effectiveness of video advertising and new programs to help enhance measurement.
Toby Dewar has been appointed Interim CEO of the Video Futures Collective, bringing experienced leadership and a deep understanding of the challenges shaping Australia’s digital video revolution. In his concurrent role as Director of Customer Engagement at Foxtel Media, Toby has been closely engaged with the evolving video and streaming landscape, supporting clients with innovative, insight-led media and marketing solutions.
Toby Dewar, Interim CEO of the VFC, said, “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.
“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. By moving from an informal think tank to a formal independent industry association, we are not just responding to changing viewing habits; we are shaping the way the market evolves.”
Murray Love has been appointed Head of Measurement at the Video Futures Collective. A veteran of audience data and analytics, Murray brings several decades of experience in media measurement and data strategy, including roles at Quantium and Foxtel Media.
Jo Moses has been appointed Head of Research at the Video Futures Collective. Formerly holding senior leadership positions at Universal McCann and Seven Media Group / RED. More recently, Director of JoMO Consulting working closely with Foxtel Media. She brings deep experience working in multi-channel research, strategic insights and data-driven solutions that drive commercial growth.
Also joining the VFC as Head of Marketing and Communications is Natalie Portelli. Natalie joins from Sony Pictures Releasing Australia, where she spent 15 years, most recently as Publicity & Promotions Manager.
“At a defining moment for the Collective, Jo, Murray and Natalie bring a rare fusion of strategic vision, research rigour and measurement leadership. Together, they elevate our ability to generate trusted evidence, deepen industry confidence and help shape a more accountable, effective and future-ready video ecosystem for Australia,” said VFC Interim-CEO Toby Dewar.
Building on its work as an industry think tank, the Video Futures Collective has already delivered key research milestones, including:
The Attentive Power of Video Streaming Advertising: a joint venture with Amplified, examining how attention, context and reduced clutter in premium streaming environments influence advertising effectiveness, with streaming delivering 3 times the active attention compared to linear
Streaming Effectiveness: a three-year study with Adgile and GroupM that has already demonstrated streaming is twice as efficient at driving business outcomes compared to linear video, with diversified investment across platforms further enhancing performance.
