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Online adspend grows 19.6 per cent to 132 million, writes Seamus Blacoe
Advertising spend on other media recorded a 4 per cent fall in 2011, totalling 897 million euro. Digital ad spend now ranks third behind TV and newspapers but ahead of radio, outdoor, cinema and magazines.
Search marketing grew an estimated 16 per cent in 2011, accounting for a 42 per cent share of the online market. Hot on it’s heals was display advertising which took a 38 per cent share of the digital space.
Increased display spending across social media sites is one of the key drivers of the growth, with advertising on social media sites estimated at 5.8 million euro in 2011. Classified advertising online remained flat in 2011 and its share of the online advertising market slipped to 20 per cent.
Telecommunications is the top performing online display category with a 12 per cent market share, closely followed by FMCG and Entertainment and Media with 11 per cent each. The top spending category for classified advertising in 2011 was Property/Recruitment with 36 per cent, while auto garnered 30 per cent of the sector.
Looking to the future, some 70 per cent of the participants in the IAB PwC Online Adspend study anticipate “growth” or “strong growth” in the next 6 months. This is underpinned by increased broadband penetration, increased time spent online and the preponderance of smartphones in the Irish market. Media agencies predictions for 2012 vary from 13 per cent to 20 per cent growth in online adspend.
Eamonn Fallon, Chairman of IAB Ireland, said: “The strong performance of online advertising recorded in our 2011 Adspend Study is good news for the Irish advertising industry. IAB predicts that the growth of online adspend in 2012 is set to break the €150m barrier and see online account for 20% of total adspend”.
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