AdTechGod Pod Summary: Episode "The Refresh News: May 12 Interview with Christian Muche from Beyond Ordinary (Possible) + New Fronts and the Future of TV"
Host: AdTech God
Guest: Christian Mucha, CEO and Co-Founder of Beyond Ordinary
Release Date: May 12, 2025
Episode Focus: Insights into the successful Possible event in Miami and discussions on NewFronts and the future of TV advertising.
1. Introduction to the Possible Event
AdTech God welcomed Christian Mucha, CEO and Co-Founder of Beyond Ordinary, to discuss the recent Possible event held in Miami. Possible is portrayed as a convergence point for creative minds, tech innovators, brand leaders, and marketing professionals within the advertising technology landscape.
2. Motivation and Market Gap
Christian Mucha detailed the inspiration behind launching Possible, highlighting the absence of a comprehensive event in the US that effectively marries marketing and technology. He emphasized:
"We wanted to go beyond being another conference by adding activation spaces and expositions, bringing in 175 companies this year alone." ([03:45])
Key Points:
- Market Need: Existing conferences either focus too narrowly on tech or marketing but lack an integrated approach.
- Unique Approach: Possible differentiates itself by incorporating interactive activations and fostering a multidisciplinary environment.
- Location Choice: Miami was selected for its conducive indoor and outdoor environments, offering a refreshing alternative to traditional venues like Vegas.
3. Event Highlights and Success Factors
Possible attracted 5,400 attendees, surpassing initial estimates and reflecting high industry interest. Christian Mucha attributed the event’s success to several factors:
- Diverse Attendee Mix: Included brands, marketers, ad tech companies, agencies, consultancies, and creators.
- High-Level Engagement: Approximately 66% of attendees were at the VP level or above, with 33% representing brand marketers.
"66% of our audience were VP level and above, and a third were brand marketeers. This mix ensures high-quality interactions and meaningful connections." ([06:04])
- Quality Over Quantity: Emphasis on maintaining a balanced and high-quality attendee mix rather than merely increasing numbers.
- Networking Opportunities: Facilitated through structured programs like hosted meetings and academies, enabling personalized and curated interactions.
4. Energy and Positivity Amid Economic Uncertainty
Despite broader economic uncertainties, Possible maintained a positive and energetic atmosphere. Christian Mucha observed:
"I was very positively surprised about the energy and excitement we created during these three days, even under current economic circumstances." ([09:40])
Insights:
- Resilience: The event fostered a sense of optimism and momentum among attendees.
- Community Building: Successfully connected the right people at the right time, enhancing collaborative opportunities.
5. Content and Programming Strategies
Christian Mucha emphasized the importance of diverse and engaging content to cater to varied attendee interests:
- Variety of Topics: Covered both essential marketing and tech subjects like AI, as well as inspirational content such as personal development sessions.
- Unexpected Content: Featured speakers like Gary Vee in interactive Q&A sessions, adding unexpected value and engagement.
"We included unexpected content and speakers, such as Gary Vee running a Q&A session, which significantly increased audience engagement." ([12:00])
- Emotional Connections: Sessions like that of the CEO of Big Brothers Big Sisters with the NFL CMO moved audiences emotionally, demonstrating the event's ability to inspire beyond typical marketing discourse.
6. Future Plans and Enhancements for Next Year
Looking ahead, Possible aims to build on this year’s success with several strategic plans:
- Location Consistency: Committed to hosting future events in Miami, citing favorable weather and conducive environments for growth.
- Content Expansion: Plans to include "hidden stars" of the industry—underrated yet influential figures shaping the future of adtech.
- Venue and Logistics: Maintaining a single, expansive venue to facilitate seamless networking and minimize logistical challenges for attendees.
"Our plan is to stay in one venue, possibly expanding within the same location, to ensure attendees can easily connect throughout the event without the need for extensive travel." ([14:00])
- Enhanced Networking Tools: Introduction of more personalized and curated networking opportunities to further enhance attendee connections.
7. Conclusion and Final Remarks
AdTech God expressed excitement for the future of Possible, noting the seamless networking experiences and the high caliber of attendees. Christian Mucha reciprocated the enthusiasm, expressing eagerness to welcome attendees back next year in Miami.
"Looking forward to welcoming everyone to Possible next year in Miami, aiming for a bigger, better, and bolder event focused on quality." ([15:19])
Summary:
This episode of the AdTechGod Pod provided an in-depth look into the successful execution of the Possible event in Miami, hosted by Christian Mucha of Beyond Ordinary. The discussion highlighted the event's unique positioning in the market, its diverse and high-level attendee mix, and the strategic content that fostered both professional growth and emotional engagement. Looking forward, Christian shared plans to enhance future editions of Possible, maintaining a commitment to quality and impactful networking within the adtech community.