Given the recent impressive revenue numbers for online ad spend in New Zealand, it seems like a pretty good time to take the helm of an industry organisation. And it doesn't look like slowing down in the near future. But Fraser, who has been working as head of MSN since May 2007 and held sales, marketing and programming positions at TVNZ before this, has some big plans to improve the industry and meet the IAB's goal of making the online advertising industry the third largest medium by 2012.
“Firstly, I’m honoured. Thanks to my supporters. These are great times for digital, but they’re not without challenges. As an industry body there’s much to do. In the great scheme of marketing, digital confronts the usual way of doing things – there are fans as well as the fearful and confused. We’ve got to work harder to get more people – mostly advertisers – onboard, because so many of their customers already are. For starters, we’ll review market measurement methodologies, up the ante on communications and get behind more industry discussion."
Fraser expressed her thanks to Trade Me's bush-bound Gregg and also to board members Josh Borthwick (adhub) and David Barton-Ginger (NZRU).
"They and the rest of the IAB Board members have achieved a great deal over the last 12 months, in particular to help drive member value by focusing on industry events, networking and speaking opportunities, launching the creative awards (www.BollyAwards.co.nz) and continuing to provide quarterly advertising spend reports."
Laura Maxwell-Hansen, general manager of Yahoo!Xtra, will be joining Fraser as vice chair.
“The IAB plays an important role in encouraging knowledge transfer from global and local sources, in order to better equip advertisers to run successful campaigns," she says. "I love the pace of change and the myriad of options that drip out of the digital tap every day. It’s a great industry to support and I’m passionate about it."