IAB Appoints Former NORAS Chief

In the UK, digital marketing trade association The Internet Advertising Bureau (IAB) has appointed NORAS founder Tim Elkington as Head of Research, in advance of the January launch of the country's first web measurement currency.

In his new role, Elkington will be involved in launch of the UKOM Audience Planning System, which will supply UK online audience data for sites with at least 50,000 unique visitors a month, providing reach and frequency metrics based on behaviour of a panel of at least 35,000 consumers across home and work locations.

He will also be responsible for leading IAB's many 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.

Elkington joins from Enhance Media, where as MD he launched and managed NORAS (the National Online Recruitment Audience Survey); Europe's largest online recruitment research project which draws on data from 200,000 online job seekers. Prior to this, he was Head of Research at Workthing.com. He began his research career working for the Guardian and Guardian Unlimited.

IAB CEO Guy Phillipson comments: '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.'

Elkington replaces Nicki Lynas, who left the IAB in October to work as an independent research consultant.

Web site: www.iabuk.net .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.