IAB appoints new head of research

Tim Elkington, former managing director of the National Online Recruitment Audience Survey (NORAS), has been appointed as the new head of research at the Internet Advertising Bureau.

Elkington will be responsible for leading IAB research initiatives including the biannual online advertising expenditure study with PwC and studies into the effectiveness of digital channels such as mobile, video and social media.

He will also be involved in the January launch of the UK Online Measurement Company (UKOM), and be responsible for it produces the right research for its members and marketers.

He takes over the IAB role from Nicki Lynas, who left the IAB in October 2009 to work as an independent research consultant.

Elkington said: “I’m delighted to join the IAB at a very exciting time. With rapid advances in areas such as mobile, social media and online video the market needs an ongoing programme of education, and advertisers and agencies need to be reassured that digital is the best place to invest their budgets.

“In 2010, the IAB has a significant job to do, to showcase the role of the medium in building brands, and this will be achieved through bespoke brand studies which we will be publishing throughout 2010.”

Guy Phillipson, IAB CEO, said: “Tim has excellent credentials in research and online media and he’s already made his mark as a thought-leader in the industry. Advertisers have a clear need to understand how digital builds brands and Tim is perfectly placed to lead the charge with the team at the IAB.”