New media company "ATM" launches to give executives control of their coverage
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.
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