As linear TV budgets collapse, the brands winning in 2026 are those moving beyond legacy "reach" and shifting toward high-utility, interactive experiences. For decades, the living room screen was treated primarily as a passive awareness cost center—a digital billboard optimized for exposure and view-through metrics. Today, with the normalization of interactive overlays and remote-triggered participation, the traditional 30-second spot is no longer the ceiling for what the big screen can achieve.
This closed-door roundtable will bring together senior marketing leaders to explore the evolution of the living room into a high-impact, outcome-driven engine. The discussion will examine how brands can leverage Interactive CTV to drive intentional engagement and "shoppable" moments without disrupting the premium, cinematic viewing experience. From breaking the legacy "view-through" mindset to building modern, "engagement-first" models, the session aims to unpack how marketers can turn passive impressions into the interactive, intentional touchpoints that modern audiences now demand.
With interactive, remote-driven overlays now widely available, are brands limiting their creative potential by simply migrating traditional, linear TV assets to digital streaming environments instead of building native, responsive experiences?
How do brands successfully introduce shoppable moments and active features without disrupting the "lean-back" relaxation mindset that defines the living room entertainment experience?
As marketing leaders demand more accountability, how must internal KPIs adapt when shifting from legacy exposure metrics (like VTR and impressions) to active participation metrics that prove a viewer actually engaged with the content?
The biggest friction in CTV is often the production cycle. How can brand teams break down internal silos to adapt fast-moving, high-performing digital or social narratives for the big screen in hours rather than weeks?
Now that the television screen can drive direct engagement rather than just top-of-funnel awareness, should its funding continue to come from traditional brand budgets, or should it pull from performance and digital commerce allocations?
