At The Moment, a bootstrapped business-to-business video venture launched by Rob Wheeler in May 2025, generated more than $1 million in sponsorship revenue between May 2025 and May 2026. According to Wheeler, the company reached profitability in its first year.

Wheeler, previously chief marketing officer at GroupM, pitched the venture as occupying a space between journalism and corporate storytelling, covering the advertising, technology, and media industries without belonging to any of them. First-year sponsors included Disney, NBCUniversal, WPP, DirecTV, Magnite, and T-Mobile Advertising. According to him, most sponsorship deals are 12-month, six-figure commitments structured around an "always on" consultative model the company plans to maintain.

"I feel fortunate that I was so ignorant going into this," Wheeler said of the first-year results. "I thought there was whitespace—not quite journalism, not quite corporate storytelling, but something in between. It turns out there is a real appetite for it."

The company does not aim to break stories or push for accountability, instead offering a thought leadership platform for industry experts. Its audience comprises approximately 60% brands and agencies, 25% media publishers, with the remainder made up of adtech and data firms. A Friday newsletter, Your ATM Withdrawal, reaches more than 17,000 readers, including over 300 chief marketing officers and C-suite executives at major holding companies. Across social platforms and its website, At The Moment has received over seven million views.

Of the original four video franchises, Moment Makers and Moments That Matter have proven the most durable. Moment Makers features direct-to-camera interviews modeled on Masterclass, while Moments That Matter showcases sizzle reels from events such as Possible. The Roundtables format has run less frequently due to logistical challenges. A newer format, Merging Moments, pairs holding companies with their clients in on-camera conversations covering business strategy and travel hacks, and is sponsored by the holding companies themselves.

According to Wheeler, red-carpet coverage at the Disney upfront and man-on-the-street interviews drew unexpected traction, and the company has followed media buyers across the upfront circuit, capturing reactions in near-real time. The operation interviewed NFL chief marketing officer Tim Ellis during the year. "That was not on my bingo card, but it's been a huge hit," he said of the street-interview format.

Christine Roeder joined at launch and serves as managing editor. The company works with 11 full-time editors across global time zones and uses an artificial intelligence tool to sort footage for fast turnaround. Earnings are being reinvested into editorial tools, the global bench of editors, and a planned year-end awards show.

The Moment Awards, planned as a year-end event resembling a cocktail party with crowd-sourced categories, will solicit nominations beginning in late summer for top moments in advertising, technology, and media, and will recognize an executive, marketer, and influencer of the year. Current partners will get first priority on sponsorship, with additional sponsors invited to back individual award categories. The company is also exploring a content-studio arm to produce branded materials for external companies.

"I just want to be part of the conversation and create moments. I'll be happy when people are coming to us asking to get involved," he said.