How TV is Embracing its Outcomes Era

Tim Cross-Kovoor 29 April, 2026

The moves we’re seeing in the TV advertising world to embrace outcomes is “long overdue” says Rob McLaughlin, Founder & CEO of Audiences. But the opportunity to target and measure outcomes has never been greater according to McLaughlin, as addressability in TV has “exploded” over the last few years.

In this interview, McLaughlin discusses what’s driving this growth in TV addressability, and what outcome measurement in TV looks like in practice. Filmed at New Video Frontiers 2026 in London.

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Tim Cross-Kovoor2026-04-29T11:07:05+01:00

About the Author: Tim Cross-Kovoor

Tim Cross-Kovoor is Assistant Editor at VideoWeek.

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