We consider the growth prospects for BVOD, SVOD ad tiers, AVOD and FAST and whether they rely on gaining more time with existing users or tempting hardcore broadcast fans into streaming. We want to know what can prevent advertiser budgets from following audiences promptly to these premium streaming locations, and how we remove any barriers to audience-justified streaming investment. This panel considers whether live sport is the next frontier for connected TV advertising, as streaming audiences grow. There is a discussion on whether CTV can become a full-funnel ‘channel’ where brand and activation functions are blended into the same campaigns – harnessing second screens or enabling awareness-to-purchase journeys without leaving the television set. The role of ad format innovation is explored. To what extent can non-interruptive formats like home screen or pause ads, or dynamic product placement, build reach and frequency? Finally, we consider how planners demonstrate that CTV is worth paying extra for, given that CMOs can find lower-cost reach with video sharing platforms and social video.