Basic Info

Chris Roebuck
Contributor Status:
Native AdVice
Initial Contribution Date:
Primary Location:
Detroit, MI, USA

Career Info

Primary Industry:
Personal Career Headline:
Founder & CEO, Clicktivated
Business Description (One-Liner):

Clicktivated is an IP-protected interactive video platform that enables viewers the ability to interact with individual products/items within the video. They work to create a more immersive and customized video experience by connecting viewers to the products and information they want in videos within a click.

My Native AdVert

Career Snapshot:

At the core, I’ve always considered myself a doer and believe there is no such thing as insurmountable. Everything we do in business and life is about navigating obstacles and being able to creatively come up with solutions. I am very humble (mostly) and don’t take anything for granted, so I feel fortunate that I’m in a position to be able to share my thoughts here.

I started my career working for an advertising agency in Detroit, but quickly found myself wanting more challenge and realized I was better suited to create and lead than follow. I’ve always had an interest in tech and I worked on a few projects over the years, where I was able to learn a ton, prior to starting Clicktivated.

Clicktivated was hatched out of personal frustration of not being able to quickly buy products in video as I watched. At that point, five years ago, online video consumption was just starting to really take off. I knew I wasn’t the only consumer having this frustration and knew there was a massive opportunity to connect brands to consumers in a new seamless manner. Five years later, we are the market leader in interactive and shopple video and the future is beyond exciting!

My Native AdVice

How did you get into the industry?:

I got my degree in Advertising and I’ve always been interested in Marketing as a whole and wanted to create a better way to communicate with today’s evolving consumer.

Emerging industry trends?:

“Shoppability” – the ultimate form of advertising. The trend for brands to sell to their consumers anywhere at anytime is real and is quickly evolving. I believe this evolution is a very good thing for all parties. Yes, Clicktivated is a solution that creates shoppability through video, but that isn’t why I believe this is positive. I believe it’s positive because we as consumers are able to access more and more information for the things we like/want, wherever we happen to come across them and when inspiration hits. This includes social commerce (ability to shop through social media), Shoppable content (being able to shop through videos and images) and other retail experiences as well.

Ideal experience for a customer/client?:

Consumer- Clean UX, frictionless ability to click and shop/learn about any item of interest in video, new and engaging way to consumer video.

Client- Simple and quick integration, clean UX, frictionless ability to allow your consumers the ability to click and shop/learn about any item of interest in video and a new way to monetize products and video, while creating an engaging way to consumer video as well.

How do you motivate others?:

I believe inspiration happens through action. Being able to execute on the plan you as a leader have set out to accomplish will help motivate your team and let them know there is a vision and plan in place.

Career advice to those in your industry?:

My advice to anyone starting their own company would be A) stay humble 24/7. B) Listen to people and pay attention to everything. You never know when a piece of irrelevant information will come back to help you in the future. C) Stay focused and keep pushing. The road is never smooth and know that the peaks and valleys along the way will be drastic. Keep the course and don’t let the valleys keep you down. D) Learn how to strategically adjust. You will receive a TON of feedback from everyone you speak with about your company/product. It is a natural tendency to want to adjust based on every piece of “expert” advice you hear. Adjusting your product/road map based on every piece of feedback is a recipe for disaster, I’m speaking from personal experience. It is key to being a successful entrepreneur that you are able to absorb all feedback and lean over time what may need to be adjusted and what doesn’t. Take the time to digest and think before making decisions.

My Native AdVantage

What are your aspirations? (Personal and Business):

My career aspiration is to create a team that together, will create a new form of communication through video that will positively affect both the brand and consumer experience. We want (already developing) to be the first to create fully automated product recognition within video, AKA the holy grail of video.

Personally, I don’t need any shiny accolades for what we’ve accomplished as a company, I just want to be the best husband, son and friend that I can be.

Biggest Success?:

Professionally – Creating Clicktivated five years ago and continuing to grow today.

Personally – Ask me again in June 🙂

Most Challenging Moment?:

Having to make a decision on what to do when we were faced with an investor who was calling their note. Should we shut down or buy them out…lots of sleepless nights as I was thinking about how this would impact the team, clients and the future of the product.


“It is what it is” AKA, absorb, digest, solve, move forward.

Favorite People/Role Models?:

Role model-My dad

People I find interesting -Michael Jordan, Mark Cuban and Walt Disney

What Else To Know

My Goal of the Day:

To be better than the last

My Thought of the Day:

Keep moving forward

My Action of the Day:

Organized execution

My Deed of the Day:

Help my mentee create his go forward plan

My Tip of the Day:

Stay level

Tell Us More:

A Day in My Life:

What do you love most about Your City? 

I love the people, our style and the fact that we have so much under appreciated talent (nationally). This really helps shape Detroit as a raw and gritty city who is re-establishing itself around the country and globe.

Favorite breakfast meal & restaurant?

Original pancake house, silver dollars all day!

What are you doing at:

6:00 AM – Waking up and trying to slow the flow of thoughts and ideas in my head

10:00 AM – Running around (calls or meetings) speaking with clients and investors. Coordinating our internal teams and finalizing the development and sales plan for the day

12:00 PM – Favorite Lunch spot/meal? -Appovini (Chicken salad) in Detroit or Bleecker Street cheese pizza in NYC

7:00 PM – Gym & dinner with my wife when at home. If I’m on the road, I’m usually wandering the streets trying to figure out what to eat

11:00 PM -TV in bed as I attempt to wind down

What drink do you need to get through the day and at the end (and how many)?

Espresso, # depends on the day

Most used App/Favorite Instagram Account?

My calendar, Slack & Delta. I don’t have time for Instagram 🙂

What should everyone try at least once?  Vegas

Where do you enjoy getting lost? The golf course

Primary Location

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