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Marketing executives explain value of POSSIBLE

Apr 17, 2024
Pitbull and iHeartMedia CEO Bob Pittman onstage next to a giant sign that says POSSIBLE

Pitbull and iHeartMedia CEO Bob Pittman onstage at POSSIBLE. Photo: Kerry Flynn/Axios

In its second year, POSSIBLE attracted thousands of marketers from brands, ad platforms and ad tech companies. Elon Musk wasn't on the main stage this time, but attendees found other reasons to come to Miami.

Why it matters: In-person conferences are booming, even as marketers pay close attention to their spending.

Axios asked a slew of marketing executives why they came:

  • Yahoo CRO Elizabeth Herbst-Brady: "What all these events signify is it used to be you could count on a real cadence. There was a beginning, a middle and an end to fiscal years, business cycles. We're in constant reevaluation and resetting, so what's really nice about an event like this is it gives you a way to formally connect and just anchor wherever you are."
  • Walmart U.S. EVP and CRO Seth Dallaire: "Michael Kassan from MediaLink had reached out was like, 'Hey, retail media, we get a ton of questions about it, and it's a great topic to have at a conference.' I've worked at Amazon, Instacart, now at Walmart, so I know the space pretty well, so I can get up [onstage] and talk about it."
  • Shutterstock chief enterprise 0fficer Aimee Egan: "They've been able to create a really great energy in a very short period in a space of connection between advertising, brand marketing. I'm not saying there's not anything like it, but I do think there's something special."
  • Infillion CMO Laurel Rossi: "We had a good experience last year. The content was good. The fact there's so many advertisers here is great. I feel like it's the right balance between marketing, advertising, technology, media. ... We really haven't gotten the word out there yet about [us buying MediaMath] so it's time to be talking about it."
  • Nextdoor CMO and CRO Heidi Andersen: "What really attracted me last year and again this year is the actual location of the event. You're confined to a resort where it's really easy, all things considered, which is contrary to CES, to Cannes. ... And for us as a brand, when you're trying to be thoughtful about marketing spend, you get really good ROI."
  • BBC Studios SVP of sales, marketing and brand partnerships Tim Wastney: "I think it's incredibly important that we can continue to push the BBC brand and the importance of news — and the importance of news for democracy — at a conference like this."
  • NewsBreak head of revenue Scott Kelliher: "We are relative newcomers to ads world, and for us, we need more people to know who we are and what we're capable of and what we want to do."
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