Digital advertising grew by 17% in 2018 according to IAB / PwC report

04 April, 2019

The latest IAB / PwC Online Adspend Study has revealed that spending on digital advertising in Ireland grew to €574m in 2018. Digital advertising spend in the Irish market reached €574m last year according to the results.

Display advertising grew by 18% to €250m in 2018, this growth was driven by social with a 31% growth rate year on year, and video with a 34% growth rate year on year.

Search advertising grew by 17% in 2018 with an advertising spend of €286m and a share of 50% of the total Irish digital advertising market.

Classified advertising online performed strongly with a 10% growth rate year on year and a 7% share of the total 2018 online advertising spend at €38m.

The IAB has been working with PwC since 1997 to survey the value of online advertising spend in Europe and North America.

Commenting on the study results, Shane Nolan, chairman of IAB Ireland Board and director of New Business Sales EMEA at Google said: “Ireland’s 2018 digital Adspend of €574m reflects a strong 17% growth rate in our market. IAB Ireland and its members are focused on maintaining this positive momentum and building a sustainable future for the Irish digital advertising industry.”

Suzanne McElligott, CEO IAB Ireland added: “The IAB PwC Online Adspend report is one of our most important projects with the annual announcement of results anticipated by the industry. With the introduction of IAB Brand membership in 2019 we are dedicated to developing outputs to assist advertisers in maximising their digital knowledge and expertise as well as driving cross industry collaboration to the benefit of the Irish digital ecosystem”

Commenting on the survey results, Nuala Nic Ghearailt, manager, PwC, added: “The digital advertising market in Ireland continues to show a robust growth level of 17%, which is driven largely by increased spend on search, particularly mobile search, VoD and social media. The increased use of programmatic trading in the Irish market also supports increased efficiencies of targeting, buying and reporting.”

ENDS

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