We explore the latest opportunities to reach, persuade and convert audiences who are watching via Smart TVs and other connected TV devices. This panel considers the use of home screen ads and ‘shoulder content’ to achieve visibility around major cultural events like sports. We review home screen advertising as a way to grow awareness or encourage interaction, and look at how non-endemic brands are using and justifying this important format. What happens as home screen ad units become available programmatically? We want to know how buyers can use Smart TV viewing environments for performance marketing, and how they determine impact and incremental business outcomes. Can CTV help to ‘collapse the funnel’ by moving viewers to commerce touchpoints, including on the TV screen itself?