We explore how TV can help marketers drive and measure short-term business outcomes like website visits and online purchases. What impact is shopper data having on targeting accuracy and campaign effectiveness? How valuable is web search behaviour as a new intent signal for TV targeting? What is the role for digital audience extension, like using short-form video across trusted partner websites? We review the ad format innovations that could drive consumers ‘down the funnel’, from pause advertising and dynamic product placement to QR codes and shoppable TV. We want to know the challenges when blending brand and performance objectives into the same campaign, and the roles for broadcast, connected TV, addressable TV and video sharing platforms when looking to ‘work the funnel’. Can TV now compete harder vs global tech giants for performance marketing spend?