• How much incremental reach/frequency will SVOD advertising tiers deliver, and are they a special environment for advertisers (e.g., offering zeitgeist/fandom related effectiveness halos) or just more streaming? • What consumer need state does FAST satisfy, what is its role for media planners, and does it matter to advertisers whether consumers watch FAST via Smart TV guides, BVOD or a Pay TV EPG? • What is the value of home screen/user interface advertising (banners or video) on Smart TVs or connected TV streamer devices – is this environment best used for brand advertising or activation? • How do we know the incremental audience each new streaming service can contribute – and minimise streaming-on-streaming audience duplication as well as streaming-on-broadcast duplication? • Will buyers invest more in streaming TV, and use a wider range of publishers, if given more programmatic transparency on context and environment…and can media owners charge more for inventory? • Are we satisfied that streaming TV used to find ‘missing’ broadcast linear audiences is just as effective – any assurances needed on context, viewer experience, attention, audience measurement…? • Is the current proliferation of ad-supported streaming services sustainable: is it backed by audience migration (from broadcast or paid streaming), sufficient media owner revenues, and enough advertiser budget to go around?