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Ryan McConville, chief product officer at NBCUniversal, joins me in Cannes for TRB Conversations, powered by EX.CO, to make the case that premium video has been underappreciated as the origin point of culture. That ends up leaving it shortchanged by the platforms that built their businesses on top of it as advertising was subsumed by performance marketing.

“If you only feed the bottom of the funnel, you eventually run out of new customers. Brand and performance are intimately linked. If you take your foot off the gas on brand, it’s just going to raise the cost in your other channels. It’s all performance—it’s simply different parts of performance.”

Chapters:

00:09 EX.CO Spot
00:36 Intro
01:40 Welcome
02:28 Rebooting TV for Streaming
05:11 Comcast Tech Stack Advantage
06:26 Attribution and Culture Credit
08:08 Proving TV Performance Lift
11:25 Democratizing CTV Buying
14:04 Agentic AI Hype Check
19:08 Buyer Agents and Whats Next