Insights

I went on The Connector's Table to talk about the thing that started Ether.

A few years back I was in a room with a brand spending somewhere between half a million and a million dollars on an activation. I asked if they wanted to measure it. They said no, we're good. I almost fell out of my chair.

That moment is why Ether exists.

I sat down with Vishnu on The Connector's Table to get into it. How most experiential spend goes completely unmeasured. How we layer measurement in three steps, from presence, to behavior during the experience, to whether someone actually became a buyer. And why the whole point is handing marketers defensible data so they can walk into a CFO meeting and extend the budget instead of arriving empty-handed.

We also got into the stories. The Budweiser billboards plastered with people's excuses for skipping hockey. The TurboTax activation that followed college students from a dorm-room scavenger hunt all the way to a subscription. The RBC festival experience where we could drop a pin and watch a crowd move toward it.

And I talked about the road itself. Ether is my fourth company. I'm bootstrapping it toward an exit on purpose, because the VC path always meant giving up too much freedom.

If you want to understand what your next activation is actually doing, this one's worth 31 minutes.

Listen on Spotify, Apple Podcasts, or YouTube.

View the Podcast Here:

https://vivinsales.ca/episodes/justin-oheir-ether/