We want to know how TV takes a greater share of performance budget from large advertisers and persuades small medium businesses (SMBs) to use TV for their performance campaigns. How do we make it easy for SMBs to buy TV and create affordable broadcast-ready ads? What are the challenges creating a profitable business from the SMB market? This panel looks at how media owners integrate brand and performance marketing in the same campaign within their own ecosystem and then demonstrate their ability to drive consumers to activation. Is it realistic to enable shopping at the point of inspiration, using shoppable TV formats, and at what scale? Finally, we ask whether TV needs a greater focus on outcomes measurement to support full-funnel marketing, and what that looks like in practice.