This panel will explore: The ad format and ad-UX innovations that could have the greatest impact in TV’s quest to be a full-funnel media powerhouse; Whether non-interruptive formats (like split screen, video squeeze, pause ads, TV guide ads, etc.) are the next frontier in TV advertising, creating new inventory without increasing ad loads; The best ways to steer viewers from televisions to mobile, and the pros and cons of using QR codes, push notifications and email to drive activations; Whether advertisers can bring OOH indoors, using stunning poster art on our large TV displays – and where home screen ads and pause ads fit into AV planning; The extent to which in-scene dynamic product placement / product replacement can be scaled, and its potential for brand advertisers; Whether shoppable ads are the pinnacle of performance TV – yet also destined to be a tiny subset of the wider activation media ecosystem.