The Video Futures Collective (VFC) has announced a new industry research initiative designed to help modernise how advertising on streaming video is planned, measured and optimised in Australia.
Developed in collaboration with Omnicom Media Australia, the initiative responds to a growing industry challenge that while streaming video differs fundamentally from linear television, media planning still leans heavily on analogue-era TV principles.
The first phase of work will focus on one of the most important and misunderstood of those principles – frequency. This phase will seek to establish evidence-based streaming frequency guidance that is fit for modern viewing environments and practical for the market to apply.
The research will examine how frequency requirements vary across campaign KPIs, from brand health outcomes to specific performance outcomes such as sales, as well as across brand and campaign attributes where meaningful differences are observed. The aim is to deliver practical planning guidance for the market, grounded in evidence rather than inherited convention.
“We believe the advertising industry has reached an inflection point,” said Toby Dewar, interim CEO, VFC.
“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.”
Following a competitive three-way pitch process, Adgile has been appointed as research partner to deliver the project. This appointment reflects Adgile’s unique dataset, expertise in advanced analytics and ability to provide intelligence that connects video exposure to outcomes. It further demonstrates the company’s capability to translate complex behavioural data into best-practice planning frameworks that can be applied across the industry today.
“For too long, frequency has been oversimplified in streaming,” said Stu Carr, director of customer insights, Adgile.
“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.”
Thad King, chief planning officer of Omnicom Media agency OMD, said the initiative would provide planners with long-awaited clarity.
“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 project will be brought to market as The Frequency System, focused on defining streaming frequency planning imperatives and translating those findings into a practical playbook for the market.
Findings from the project are intended to be released to market later this year.
