A newer format, Merging Moments, pairs holding companies with their own clients in on-camera conversations spanning business strategy and lighter fare like travel hacks. The format, sponsored by the holding companies themselves, gives viewers a window into agency-client dynamics, though it also reflects ATM’s positioning at the seam between editorial and brand-funded content.
ATM’s audience now skews heavily toward the buy side, with brands and agencies accounting for roughly 60% of viewership, followed by media publishers at 25%, and adtech and data firms after that.
The company says its Friday newsletter, Your ATM Withdrawal, reaches more than 17,000 readers, including over 300 CMOs and C-suite executives across major holding companies. ATM has logged more than seven million views across social and on-site, and recently sat down with NFL chief marketing officer Tim Ellis.
Sponsors over the first year have included Disney, NBCUniversal, WPP, DirecTV, Magnite, and T-Mobile Advertising. Most deals are structured as 12-month, six-figure commitments with an “always on” consultative model that the company plans to keep, according to Wheeler. ATM is also exploring a content-studio arm to produce branded materials exclusively for outside companies.
The centerpiece of ATM’s second year will be The Moment Awards, a year-end event that will resemble a cocktail party with crowd-sourced categories. Beginning in late summer, ATM will solicit nominations for the top moments in advertising, technology, and media, and will recognize an executive, marketer, and influencer of the year.
The event will be open to sponsorship, with current partners getting first look and additional sponsors invited to back individual award categories.
“I just want to be part of the conversation and create moments,” Wheeler said. “I’ll be happy when people are coming to us asking to get involved.”
