Why are the top advertisers in Ireland shifting their budgets to mobile?

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‘Mobile adspend in Ireland grows from €9.9m in 2012 to €231m in 2016’ & ‘total digital adspend grows from €148.2m to €445m in the same four year period’.

The development of technology has provided consumers with a device that only Mork and Mindy could only have dreamt of, the mobile phone, aka – the new best friend. This tech change in society has a major influence on how all advertisers are targeting their customers, annual adspend figures showing the shift of marketing budget from traditional media to digital, with focus on mobile. This is where customers can be found and communicated to in an engaging and relevant manner with little or no wastage.

The IAB Ireland, the trade association for digital advertising in conjunction with PwC, conducted the latest research to provide us with the most accurate information when measuring digital ad-spend in Ireland. The produced report includes spend from media agency buyers, brands direct, digital sales houses, and various publishers – local and international in Ireland for the entire year of 2016.

The findings may surprise some, the exponential growth of mobile consumption, with social media and video on demand evident drivers, and advertising spend following digital consumption with significant year on year growth figures.

The IAB Ireland PwC Online Adspend Study for 2016 (Jan to Dec) reports ad revenues of €445m compared to €340m in 2015, a significant growth of 31%.

Core Media estimates that in 2016 Google, across all its platforms, will generate around €175m on the island of Ireland alone. “Some 16pc of all advertising money spent on media in Ireland is spent on Google,” notes Alan Cox, CEO of Core Media.

 

Key findings:

  • Mobile Adspend in Ireland is up 63% from 2015, representing €231m, 52% of total digital adspend – the breakdown is 55% across search and 44% on display
  • Display advertising holds a 44% share with a spend of €197m – an increase of 44% on 2015
  • Paid for Search Advertising has grown 25% YOY with a 49% share of total online adspend at €219m in 2016
  • Social Media across Desktop & Mobile is up 133% on 2015, a total spend of €114m, 25% of total digital adspend
  • Video on Demand (VOD) saw an increase of 91% on year, a total of €47m
  • Native advertising total spend in 2016 was €82m – representing a growth of 82% on 2015
  • Classified Advertising represents 6% of spend at €29m in 2016.

 

Advertisers follow consumption, so what is driving digital growth in 2016?

  • 80% Irish adults use smartphones, an increase of 75% on 2015
  • Irish marketers planned to spend 21 – 50% of total marketing budget on digital in 2016
  • VOD: 61% of Irish adults spend over four hours per week watching video streaming content
  • 59% of 15 – 24 year olds watch more VOD than TV
  • 24% of adults visit a brands site after watching a video compared to 20% who search online for the brand.

 

Top 5 spenders on desktop & mobile devices by advertising category & contribution to total digital spend:

  1. Finance = 18%
  2. Retail = 14%
  3. FMCG = 12%
  4. Telecomms + Utilities = 11%
  5. Auto = 10%

 

 

 

Source: IAB Ireland, Independent.ie