Tim Elkington

Director of Research and Strategy
IAB UK

Tim Elkington is the Director of Research and Strategy at the IAB UK.  He has worked in the internet advertising industry for over ten years starting at the Guardian and Workthing.com before launching, running and then selling an agency in the online recruitment space. Tim is responsible for the IAB UK’s research activity including the bi-annual ad spend study with PwC and the IAB’s involvement in UKOM.

Tim’s current focus is centred on brand (rather than direct response) based advertising online and how advertisers can best use different online advertising techniques to increase brand awareness and drive purchase consideration. The IAB has produced a trilogy of studies in this area in 2012 looking at FMCG brand advertising online as well as work looking at the value of online sponsorship and the benefits to advertisers of emerging display formats such as home page takeovers and billboards.