Video Futures Collective & Omnicom Launch Research Initiative As Ad Industry Hits ‘Inflection Point’

Why It Matters

By delivering data‑driven frequency guidelines, the initiative helps advertisers move beyond outdated TV‑centric assumptions, improving spend efficiency and campaign performance in the rapidly expanding streaming market.

Key Takeaways

• VFC partners with Omnicom to study streaming ad frequency
• First phase targets evidence‑based frequency guidance across KPIs
• Adgile selected for analytics and unique video exposure data
• Findings will become "The Frequency System" playbook
• Initiative aims to replace TV‑based assumptions with streaming rules

Pulse Analysis

Streaming video has become the dominant medium for consumer entertainment, yet the industry still relies on linear‑TV heuristics to plan ad frequency. Traditional frequency caps assume a passive audience and linear content flow, which misrepresents how viewers binge, skip or interact with on‑demand streams. This mismatch creates inefficiencies, as brands either over‑expose audiences, inflating costs, or under‑deliver, limiting impact. Recognising this gap, VFC and Omnicom are spearheading a research effort to quantify optimal exposure levels for streaming environments, a move that reflects the sector’s broader inflection point.

The initiative’s first phase zeroes in on frequency, examining how exposure requirements shift across brand‑health metrics, direct‑response goals, and variables such as brand maturity and campaign structure. Adgile, chosen after a competitive pitch, brings a proprietary dataset that links video impressions to sales and awareness outcomes, enabling a granular, evidence‑based model. The resulting framework, branded as "The Frequency System," will be packaged into a practical playbook for media planners, offering clear guidelines that can be applied immediately. Findings are expected later in 2026, positioning early adopters to refine media mixes ahead of competitors.

For advertisers and agencies, the shift promises more precise budgeting and higher ROI. Evidence‑based frequency can reduce waste by eliminating unnecessary ad repetitions while ensuring sufficient reach to drive desired actions. Moreover, the research underscores a broader industry transition toward data‑centric planning, where behavioural insights replace legacy conventions. As streaming continues to capture a larger share of ad spend, tools like The Frequency System will become essential for brands seeking to optimise impact in a fragmented, on‑demand landscape.