November 6 | NYC
Photos
Presentations and Recaps
Innovation Showcase
Beacon Award
The Race to Unify TV and The Battle to Win Attention
The battle for consumer attention is increasingly being fought at the interface level whereby home screen positioning, app tiles, and recommendation algorithms matter more than ever. In this era of consumer-driven streaming, brands must reach a wide array of audiences across a wide range of media, often requiring different approaches for different generations. Understanding the nuances of generating attention in an evolving bundle economy can crystallize competitive advantage.
Sessions
The Growth Dilemma – Managing Your Brand When Different Customers Want Different Things
Speaker
Annie Wilson, Ph.D.
Wharton School of the University of PennsylvaniaAnnie Wilson, Ph.D.
Senior Lecturer of Marketing
Faculty Director of MUSE
Wharton School of the University of Pennsylvania
Audiences are everywhere and expectations are high for growth. The intense pressure to grow drives companies to seek new kinds of customers, but targeting a new segment doesn’t always result in growth. The more customer segments you target, the harder it becomes to avoid conflict between them. Efforts to win new customers can feel like a betrayal to your loyal base, or clash with how current customers define your brand. Navigating these incompatibilities, Wilson’s recently published book illustrates a framework for growing without imploding and draws from dozens of real-world cases including Apple, Gucci, Liquid Death, and Head Space vs. Calm, among others.
Meet the Creators
Panel Moderator
Brett Salinas
GoogleThe growing importance of creator-led solutions to drive growth for brand discovery and engagement is changing the playbook for reaching fans and fueling fandom. Discover the rules for working in the creator economy during this facilitated conversation with actual online creators. Understand the right KPIs to measure success, strategies to forge authentic connections, and how sustained relationships and collaborative workflows create lasting value.
Creators
Cleo Abram
Creator
Julian Shapiro-Barnum
CreatorThe Race to Unify TV
The ambition to help consumers manage a paralysis of endless viewing options has evolved into a race to become the central media hub for entertainment. Platforms are juggling activations, managing app bundles, guiding choice and experimenting with AI’s impact on infrastructure and user experience. Uncover the changes being driven by consumer behavior and understand how strengthening choice architecture and merchandising video in digital store fronts fuels content discovery and satisfaction.
Speakers
Marcien Jenckes
Xumo
Matt Schnaars
NBCUniversal
Vicki Lins
CTAMVicki Lins
President & CEO
CTAM
The CTAM Innovation Showcase highlights breakthrough solutions and success stories from across the industry. Discover new approaches in AI insights, streamlined TV, standout messaging, and more.
Join us in congratulating our 2025 recipient for their impactful industry contribution.
Photos from CTAM Think November 2025
