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IABNZ Council Member of the Month - Roger Shakes

Tue, 01 Aug 2017

Each month the IAB profiles a Council Member working hard to proactively define the future of digital advertising. For August we profile Roger Shakes, Chief Operations Officer at Postr Media and a member of the Mobile Advertising Council.

Name: Roger Shakes

IAB Council: Mobile Advertising Council

Involved in the IAB Council since: November 2016

Day job + company: Chief Operations Officer, Postr Media Limited


I joined the Council because:
I’m keen to understand and help influence the way the wider advertising industry can embrace the changes in digital advertising and migrate revenue from existing media channels to new channels, including mobile, whilst still maintaining a healthy profit. People live on their mobile devices and if we can find an elegant solution to reach them where they are most active, then we’re in a good position to continue to promote brands in an effective way. Mobile advertising is not going away so we need to find better processes to leverage this opportunity.

Recent key projects the Council has accomplished:

Raising awareness of how adopting a ‘mobile first’ strategy for agencies and brands is good for our industry. The insights from the ‘Behind the device’ research presentation from Fresh Focus has been a solid foundation to revisit and challenge the approach to mobile advertising and better understand the behaviour of consumers with the devices. The Council has used ‘Behind the device’ as research to engage agencies to take a closer look at mobile advertising and make sure they understand the value of the audience behind the mobile device.

Upcoming projects the Council is currently working on:

The Mobile Advertising Council Strategy work stream is looking specifically at the key issues and barriers facing mobile advertising in New Zealand. The goal is to increase the share of mobile advertising spend. New Zealand  has the lowest percentage spend on mobile advertising compared to similar countries, like Australia, the UK and US. We need to support the industry to improve the creative approach, media planning, reporting and demonstrate the effectiveness of mobile advertising.

How many years have you worked in digital?

I have worked in digital since I arrived in New Zealand in 2006,  when digital advertising was still in its infancy. I’ve always believed the relationship between digital and technology would be a unique opportunity for the advertising industry in the same way the introduction of the internet was in the 1990s. The explosion of social media and smartphone usage opens doors to new channels in marketing and I think we’re still trying to keep up with these changes.

What excites me about digital?

Digital is a board term. So much of the technology we interact with has some element of digital. If you examine your own behaviour, you’ll probably interact with more digital screens than you realise. From eating breakfast whilst watching the news on your TV, mobile and laptop, checking your Fitbit screen when running, driving with geo screen assistance, book, check-in and board flights without the need for printed tickets, meeting new people on a screen first, the list goes on. Screens are everywhere and we’re becoming dependent on them for new information and entertainment. Trying to guess what digital innovation will be next is very exciting, particularly around mobile devices. How long before we have contact lenses that mirror the activity on our mobile screen?

What's on your recommend reading list? (Blogs/books)

One of the books that has influenced me is Jaron Lanier’s Who Owns the Future? He argues that people give up too much information about themselves for free and each individual’s personal data has value that can and should be compensated for by corporations accessing and using it.

I also liked The Third Wave by Steve Case and how he believes we’re in an era where entrepreneurs using technology will transform industries like health, education, transportation and even food which will ultimately change the way we live our lives. Think Uber meets Countdown and you’re on your way to seeing a glimpse of the future.

What is one piece of advice you would give to your younger self, embarking on a career in digital? 

When you present information, make sure it’s evidence based. The days of a hunch or assumptions are over. Keep digital entrepreneurs as friends because their energy and vision will feed your knowledge. Makes sure you can adapt quickly to change. Change will be the new normal.

If I wasn’t working in digital, I would be:

I’d be a film extra waiting to be called onto the set of Peter Jackson’s latest movie watching some of the most gifted and talented people at work. All for a free lunch.