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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INSIGHT

Possible Event Fills Conference Gap

Possible event was created to fill a gap beyond traditional conferences.
It focused on inspiration, intimacy, and bringing a diverse marketing ecosystem together in Miami.

ANECDOTE

Networking with New Faces

At a dinner during Possible, 90% of attendees were strangers, showing the event's networking strength.
This mix provided valuable new connections for AdTechGod and others.

INSIGHT

High Seniority and Brand Presence

66% of Possible attendees were VP level or higher, showing senior decision-maker focus.
33% were brand marketers, proving a strong client-side presence at the event.

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In this episode, AdTechGod sits down with Christian Muche, CEO of Beyond Ordinary, to unpack the Possible event in Miami one of the most talked-about gatherings in advertising this year. Christian shares what made it click, how AI reshaped the conversation, and what’s next for Possible.

Key Takeaways from the Interview:

Possible was built to go beyond the traditional conference model, blending inspiration with intimacy.

66% of attendees were VP level or higher, reinforcing a focus on senior decision-makers.

The event prioritized connection, with a single venue layout encouraging nonstop networking.

AI was a central topic, but it didn’t dominate.

A curated speaker lineup, including unexpected voices, kept the content fresh and engaging.

Despite economic uncertainty, the event radiated optimism, innovation, and industry momentum.

Plans are already in motion for future Possible events, continuing the emphasis on relevance, diversity, and executive-level impact.

Refresh News Segment with Kait:

No antitrust updates this week—just a deep dive into NewFronts and the future of TV, video, and streaming.

Key Discussion Points:

Shoppable video and interactive formats – Advertisers are leaning into content that engages and converts, powered by generative AI for targeting and recommendation.

Video content expansion – Major publishers like The New York Times are going all-in on vertical content, video podcasts, and short-form series to compete with TikTok and Instagram.

Podcasts go visual – YouTube reports 400M+ hours of podcast viewing per month via its TV app.

Vertical video enters streaming – Netflix and Tubi now support vertical video in their mobile apps, collapsing the barrier between social and streaming content.

Women’s sports surge in value – Vox, Yahoo, and others are investing in women’s sports media rights and marketplaces, capitalizing on passionate fan bases and NIL-driven athlete platforms.

AdTech infrastructure takes over – From Tubi to LG, streaming platforms are investing in data partnerships, creative tools, and measurement integrations to keep pace with performance demands.

CTV as the anti-walled garden – Advertisers view streaming TV as a scalable, open web alternative to Meta and Google.

Flexibility rules – Economic pressure and tariff threats are driving demand for programmatic guaranteed, dynamic buying, and more agile contract terms.

Learn more about your ad choices. Visit megaphone.fm/adchoices