VFC opens research on streaming ad frequency control
The Video Futures Collective (VFC), comprising Amazon Prime, Disney Advertising, Foxtel Media, and Netflix, has launched research into streaming frequency control. This initiative aims to address consumer fatigue from ad over-exposure across different streaming platforms.
Key Takeaways
- Video Futures Collective (VFC) is leading the research effort.
- Members named in the group include Amazon Prime, Disney Advertising, Foxtel Media, and Netflix.
- The research focuses on streaming frequency control across different platforms.
- The stated problem is consumer fatigue from ad over-exposure.
Why It Matters
This is an industry attempt to address ad frequency across streaming services, a basic pressure point in ad-supported video. Because VFC includes Amazon Prime, Disney Advertising, Foxtel Media, and Netflix, the work spans multiple major streaming players rather than a single platform. The immediate question is whether the research produces a shared approach to controlling how often viewers see the same ads across services. StreamingMeme readers should watch for any published findings or methodology from VFC, since that will show whether the group is moving from discussion to an actual measurement framework.
Read full article at adnews.com.au