AdTechGod Pod
The Refresh News: May 12 Interview with Christian Muche from Beyond Ordinary (Possible) + New Fronts and the future of TV
May 12, 2025
Christian Muche, CEO of Beyond Ordinary, shares insights from the Possible event in Miami, which aims to redefine traditional conferences by enhancing networking and fostering creativity among senior decision-makers. He discusses the role of AI in shaping conversations without dominating them, and highlights a curated speaker lineup that brings fresh perspectives. The chat also touches on emerging trends in advertising, like shoppable video and innovative content strategies, ensuring a vibrant future for media and engagement.
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Quick takeaways
- The Possible event created a unique networking environment for senior industry leaders, fostering collaboration through its intimate and inspiring format.
- The rise of shoppable video and interactive formats highlights the industry's shift toward engagement-driven advertising, supported by generative AI technologies.
Deep dives
The Evolving Landscape of Media Verification
Media verification and measurement are currently experiencing significant disruption, primarily due to the adoption of performance advertising models by legacy players. These changes are highlighted by the emergence of new metrics such as attention-based scoring, which focuses on assessing media quality based on its potential to generate engagement before campaigns launch. Adelaide's introduction of AU as a tool for media quality assessment offers a much-needed solution for advertisers seeking clarity and effectiveness in their strategy. This shift toward valuing attention over traditional metrics like viewability marks a transformative moment in how media value is perceived and assessed.
