A. We believe our industry’s going through a real transformation right now, in terms of how it operates and how it defines itself. It’s incredibly interesting because everything’s being questioned. That doesn’t mean everything will change, but it does lead to interesting discussions along the way.
A. We primarily work with media agencies and broadcasters, and we’re lucky enough to work with pretty much all of them in Canada. They’ve changed in lots of ways, big and small, over the years, as they should. There’s a greater emphasis on the need to demonstrate ROI, and greater pressure to do more with less. As a result, there’s a stronger desire to innovate and seek out new ways of operating.
A. It’s something we think is pretty exciting. It’s the first ever API for Numeris data, and has a huge amount of potential to help the industry by allowing them to concentrate resources on high-value work. What we saw in our client research was that clients wanted Numeris data in their dashboards and internal systems, but there was no way of doing it that didn’t involve lots of time and effort. So, frustration and wasted time all around. ConexAPI links directly into those dashboards and systems, which saves a tremendous amount of time. We only launched it in October last year and we’ve already got several major broadcasters and agencies signed up, which beat our best expectations. We’re making more and more datasets available via ConexAPI based on client demand, and we’re excited to see where it’s going. We’re also really intrigued by the potential of using ConexAPI to power transactional platforms, because we think that combination holds the promise of significant efficiency and effectiveness gains for our industry. Like I said, exciting times!
A. Yes indeed, and I think the influence has been a good thing. I believe digital media has irrevocably shifted marketer expectations around things like campaign tracking, ROI-based optimization and mid-flight control. Those are good things for them to be looking for! And I’m seeing more and more evidence in my conversations with broadcasters that they’re responding to this in really innovative and interesting ways. A great example is what Shaw Media has been doing in terms of using return path data, a project we’re proud to be a part of. At the same time, we’re beginning to see that the reality of digital media doesn’t necessarily match up with what digital folks have been claiming. Remember when digital was all about transparency, then we find out 50% of the traffic isn’t real?