According to Ryan Shepard, SVP at NBCUniversal, connected TV advertising has moved from being an incremental reach play to a 'performance era'. He argues that streaming platforms must now prove their value to advertisers by delivering measurable business outcomes and demonstrating return on investment, moving beyond the initial goal of just reaching cord-cutters.
NBCUniversal’s framing reflects a stricter standard for CTV advertising: reach alone is no longer enough, and streaming services are being judged on measurable outcomes and ROI. That shifts the conversation from audience extension to performance proof, which affects how platforms package inventory and how advertisers evaluate spend. The article does not name specific products or metrics, so the key signal to watch is whether more streaming ad sellers start emphasizing outcome-based reporting in their pitches and materials.
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