More than a year after stepping down from the organisation, Gai Le Roy is set to return to the IAB as its research director.
Le Roy, who previously held the research director role for two years, will again lead the IAB’s research activities to ensure the industry body is across media consumption changes and the evolving commercial measurement options, while overseeing the industry’s adoption of cross media measurement.
CEO of IAB Vijay Solanki says: “The digital industry needs someone it can trust in this very senior role – someone grounded in research but an expert with data. Gai is without a doubt that person.”
Before rejoining the IAB, Le Roy was working at boutique behavioural research company, Gateway Research. She has also worked with Fairfax Media as its general manager of audience insights and research; as insights manager at ninemsn; as well as holding various independent consultant roles specialising in online media, digital strategy, insights, marketing and research.
Le Roy says: “I’m encouraged now to see that the industry across all sectors is showing a real appetite to move towards genuine cross media measurement and this is something that I will be focused on developing further.
“While we need to keep evolving and solidifying our standard media currencies, the real work of evaluating effectiveness of media spend is still to be done. I look forward to moving our measurement capabilities towards the ability to assess outcomes of different devices, environments, audience targeting and ad formats to establish what makes marketing communications work,” said added.
Le Roy rejoins the organisation on November 1.
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