The Interactive Advertising Bureau (IAB) today announced that Susan (Sue) Hogan has been named Senior Vice President of Research and Measurement. She is tasked with driving critical research initiatives that provide actionable insights for members and the industry at large. Hogan will also oversee the trade groups development of media measurement best practices and guidelines. Formerly a media consultant in the digital space, Hogan has extensive experience as both a researcher and marketer.
“As the digital media ecosystem grows exponentially and the ˜direct brand economy takes hold, marketplace research is more critical than ever, said Randall Rothenberg, CEO, IAB. Sue Hogan is extraordinarily well-equipped to lead our research efforts, ensuring that our many stakeholders have the insights and tools they need to navigate the shifting landscape. Her expertise in media measurement will be a tremendous asset as we undergo dramatic changes on that front as well.
Sues 30 years of expertise in consumer insights and integrated media strategy make her the perfect person to lead our quest for more accurate, more efficient measurement processes and also guide vital industry research initiatives, said Anna Bager, Executive Vice President, Industry Initiatives, IAB. Sue has demonstrated all the skills necessary to help identify consumer needs and behaviors, understand brand discovery, and quantify advertising’s impact on the global economy, among other key objectives.
The Interactive Advertising Bureau has long been recognized for producing market-making research, and I look forward to continuing that legacy, said Hogan. In addition, I am excited to work with members and other industry partners to advance measurement capabilities, helping to drive growth and connect the dots needed for optimal brand and media strategies.
Hogan has spent the majority of her career supporting and measuring advertising initiatives for content providers, such as Viacom and Martha Stewart Omnimedia. She gained agency experience in the past two years working for both UM and Mindshare. She began her career as a marketer with B2B media outlets such as Cahners Travel Group, Chemical Week and Lebhar Friedman.
Hogan holds a bachelors degree in Communication Arts from Iona College. From 2002-2013, she taught undergraduate advertising classes as an adjunct at City College of New York.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical standards and best practices. IAB and the IAB Education Foundation are committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a San Francisco office.