New media company "ATM" launches to give executives control of their coverage
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ATM CEO Robert Wheeler. Photo credit: Lisa Berg, At The Moment Media
A new media company called At The Moment Media (ATM) is launching Tuesday to give executives across the media, entertainment, advertising, publishing and technology industries the ability to pay for cutting-edge video coverage of their executives, products, events and major moments.
Why it matters: The firm is specifically built as a complement to traditional journalism, not a competitor, said ATM founder and CEO Robert Wheeler, a veteran media marketer and communications executive.
How it works: ATM will produce videos of executives and industry influencers telling their stories in multiple video formats for a fee.
- The videos, which are polished and professionally produced, are meant to help clients better communicate their key messages to the marketplace, Wheeler said.
- ATM's flagship "moment makers" product features short, direct-to-camera conversations with executives that they can use to introduce themselves and their companies to industry peers. The videos are pithy, and built for social sharing across all platforms.
- Other products include "collective moments," which are videos that feature curated roundtable conversations about different industry topics; "inside moments," or videos that go deeper on a certain company, executive, product or service launch; and "the moments that mattered," which are highly produced sizzle reels of big industry moments globally like Tribeca Film Festival or Cannes Lions Festival of Creativity.
Between the lines: ATM's model allows partners to buy individual video packages or more expansive packages that are year-long strategic partnerships.
- For a premium fee, clients have the ability to reserve category exclusive deals with ATM for up to one year.
- ATM has already received commitments from various advertising, tech, and media firms. Those partnerships will kick off next month at the Cannes Lions Festival for Creativity.
Reality check: The advertising and media industries aren't new to this sort of pay-to-play media venture.
- Beet.TV, a video platform that serves a similar audience, has been producing videos for companies and executives since 2006.
- Wheeler, who most recently served as the chief marketing officer at GroupM, North America, believes ATM's quality and wide array of products is what sets it apart.
- "I want to help companies and executives tell broader and more impactful stories with multiple video products and high-end production value," he said.
- ATM will also cover events and produce videos without payment, if they are compelling and serve ATM's industry audience.
Zoom out: In the media and marketing industries, these types of pay-to-play companies are not typically public about their work. Wheeler believes the transparency about ATM's mission is what will make it effective and successful.
- "This is another toolkit in a marketer's tool chest," he said. "I'm not a journalist. Brands rely on journalists to tell their stories as well as posting their own content, but they also need a reliable third-party to help spread their message."
- "In a crowded and competitive digital environment, that's what this moment calls for," he added.
