Total digital ad spending in Ireland is higher than ever at €445 million, following a growth of 31% during 2016 (compared to 29% in 2015.
That’s the latest revelation from the IAB Ireland / PwC Online Adspend Study released this week.
With larger audiences now going mobile-first to access the internet, mobile ad spend leads at €231 million, followed by desktop at €214 million. That’s a 63% growth in mobile advertising during 2016. Indeed, mobile ad spend in Ireland now represents 52% of total digital ad spend.
The results are further bolstered by eMarketer’s prediction that global mobile ad spend would reach 51% of total digital advertising in 2016. Mobile search accounted for 55% of total mobile spend with mobile display at 44%.
Display formats showed some of the highest growth at 44% or €197 million during last year, whilst paid-for-search ads jumped 25% between 2015 and 2016. This makes it the dominant digital format at a 49% share of total digital ad spend.
Meanwhile, classified online ads came it at a 6% share or €29 million in 2016. They make up just 1% of mobile ad spend.
Social Media made strong gains growing 133% the year over to €114 million (from €49 million in 2015). Video is also clearly on the move given growing excitement surrounding the format; it jumped a whopping 91% to reach an ad spend of €47 million in 2016. Overall native ad spend grew from €45 million to €82 million in 2016.
In addition, the report revealed the amount of display ad spend that was being traded programmatically for the first time, amounting to 33% of display expenditure.
The report also examined the leading advertiser categories within display spend. Finance is among the top spenders with a 18% share of display spend. Retail ranks second at a share of 14%.
The leading drivers for digital ad spend growth were found to be digital consumption with 80% of Irish adults now using a smartphone (up from 75% in 2015) and this in turn has promoted digital to become a prime focus for marketers.
Suzanne McElligott, CEO, IAB Ireland, explains:
“Digital is now recognised as the number one advertising channel in the Irish market. With this remarkable growth over recent years the digital advertising industry is entering a phase of maturity and this brings recognition of responsibility to both consumers and advertisers. IAB Ireland is leading in this role with important initiatives such as the Coalition for Better Ads research dedicated to improving consumers’ experience of online advertising.”