Table of Contents
Executive Summary
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- The market
- Forecast
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- Figure 1: Indexed estimated advertising revenues, NI and RoI, 2010-20
- Market factors
- Ad-blocking has financial impact for advertising industry
- Social networks are important advertising channels
- New vlogger guidelines to provide greater clarity on promoted content
- Digital drives overall growth in readership of newspapers in RoI
- Smartphone and tablet ownership continues to grow
- Companies, brands and innovations
- The consumer
- Offline advertising more effective in reaching Irish consumers than online methods
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- Figure 2: How effective consumers find different methods of advertising to be (1 being the most effective and 5 being the least effective), NI and RoI, June 2015
- Irish consumers see an increase in volume of advertising
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- Figure 3: Agreement with statements relating to advertising, NI and RoI, June 2015
- Consumers understand that advertising keeps services free
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- Figure 4: Agreement with statements relating to advertising, NI and RoI, June 2015
- What we think
Issues and Insights
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- What are the main advertising channels used to reach Irish consumers?
- The facts
- The implications
- Are Irish consumers exposed to too much advertising?
- The facts
- The implications
- What are Irish consumers’ attitudes towards advertising?
- The facts
- The implications
- What are the main drivers of the advertising industry in Ireland?
- The facts
- The implications
Market Overview
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- Key points
- Online ad-blocking a key issue for advertising industry
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- Figure 5: Global monthly active users (MAUs) of ad-blocking software, January 2013-June 2015
- Apple’s iOS 9 update to change the game for mobile advertising
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- Figure 6: Type of mobile phone device used by consumers (main device only), NI and RoI, March 2015
- Facebook and YouTube the most popular social media platforms in Ireland
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- Figure 7: Social networks used by consumers at least once per week, NI and RoI, March 2015
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- Figure 8: Media networks used by consumers at least once per week, NI and RoI, March 2015
- Social networks launching new services to boost appeal to advertisers
- New vlogger guidelines introduced by advertising committee
- Print newspapers still popular, but digital readership grows
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- Figure 9: Readership of print and digital newspapers, RoI, 2012/13-2014/15
- Ad agencies returning to newspaper advertising
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- Figure 10: Advertising revenue generated by newspapers (print and digital), RoI, 2011-14
- Mobile device ownership in Ireland continues to grow
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- Figure 11: Consumers who own, or have access to, mobile technology devices, NI and RoI, July 2014-June 2015
- Second screening is a mainstream activity
- Amazon and Chrome follow Firefox to block Flash
Market Size and Forecast
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- Key points
- Advertising market continues to grow in 2015
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- Figure 12: Estimated advertising revenues, IoI, NI and RoI, 2010-20
- Recovery in ad spending to be faster in RoI compared to NI
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- Figure 13: Indexed estimated advertising revenues, NI and RoI, 2010-20
- Online the main driver of advertising expenditure
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- Figure 14: Online advertising spend, RoI, 2009-18
- Significant increase in mobile ad spending in 2014…
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- Figure 15: Breakdown of mobile advertising spend, RoI, 2013 and 2014
- …though desktop still accounts for majority of digital adspend
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- Figure 16: Breakdown of desktop advertising spend, RoI, 2013 and 2014
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Examples of innovation
- Live-streamed pizza
- Snap for ice cream
- Print ad chills beer
- Company profiles
- An Post
- Key facts
- Recent developments
- Carat Ireland
- Key facts
- Recent developments
- Cawley NEA/TBWA
- Key facts
- Recent developments
- Clear Channel Ireland
- Key facts
- Recent developments
- Irish International
- Key facts
- Recent developments
- JCDecaux Ireland
- Key facts
- Recent developments
- LyleBailie International
- Key facts
- Recent developments
- MEC Ireland
- Key facts
- Recent developments
- Ogilvy & Mather
- Key facts
- Recent developments
- Omnicom Group
- Key facts
- Recent developments
- Owens DDB
- Key facts
- Recent developments
- Publicis Dublin
- Key facts
- Recent developments
- Rothco
- Key facts
- Recent developments
- WPP
- Key facts
- Recent developments
The Consumer – Effectiveness of Advertising
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- Key points
- TV rated the most effective method of advertising
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- Figure 17: How effective consumers find different methods of advertising to be (1 being the most effective and 5 being the least effective), NI and RoI, June 2015
- NI men and RoI Boomers find TV advertising most effective
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- Figure 18: Consumers who rated TV advertising as ‘1’ (most effective), by gender and age, NI and RoI, June 2015
- Sponsorship of TV shows effective at reaching Millennials and early Gen-Xers
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- Figure 19: Consumers who rated sponsorship of TV shows as ‘1’ (most effective), by gender and age, NI and RoI, June 2015
- Billboards and outdoor posters effective in reaching city dwellers
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- Figure 20: How effective consumers rate billboards/outdoor posters as ‘1’ (most effective), by location, RoI, June 2015
The Consumer – Interaction with Advertising
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- Key points
- Irish consumers agree that volume of advertising has increased
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- Figure 21: Agreement with statements relating to advertising, NI and RoI, June 2015
- NI women most receptive to advertising with special offers
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- Figure 22: Agreement with statements relating to advertising, by gender and age, NI, June 2015
- Late Gen-Xers in RoI think there is more advertising today compared to five years ago
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- Figure 23: Agreement with statements relating to advertising, by gender and age, RoI, June 2015
- NI Millennials most likely to feel misled by advertising
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- Figure 24: Agreement with statements relating to advertising, by gender and age, NI, June 2015
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- Figure 25: Agreement with statements relating to advertising, by gender and age, RoI, June 2015
The Consumer – Attitudes towards Advertising
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- Key points
- Consumers understand that advertising keeps some services free
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- Figure 26: Agreement with statements relating to advertising, NI and RoI, June 2015
- Millennials most annoyed by in-app advertising
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- Figure 27: Agreement with statements relating to advertising, by age, NI, June 2015
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- Figure 28: Agreement with statements relating to advertising, by age, RoI, June 2015
- Young consumers switching to other devices during TV ad breaks
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- Figure 29: Agreement with statements relating to advertising, by gender and age, NI, June 2015
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- Figure 30: Agreement with statements relating to advertising, by gender and age, RoI, June 2015
- Young and old consumers prefer direct mail to be printed on recyclable materials
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- Figure 31: Agreement with statements relating to advertising, by gender and age, NI, June 2015
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- Figure 32: Agreement with statements relating to advertising, by gender and age, RoI, June 2015
Appendix
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- NI Toluna
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- Figure 33: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
- Figure 34: How effective consumers rate sponsorship of TV shows (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
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- Figure 35: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
- Figure 36: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
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- Figure 37: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
- Figure 38: How effective consumers rate advertising they receive in the mail (direct mail) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
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- Figure 39: How effective consumers rate smartphone/tablet in-app advertising (eg Candy Crush) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
- Figure 40: How effective consumers rate advertising on a search engine (eg Google/Yahoo) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
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- Figure 41: How effective consumers rate display/banner advertisements on webpages (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
- Figure 42: How effective consumers rate advertising on social network feeds (eg sponsored links on Facebook) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
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- Figure 43: How effective consumers rate ‘Liked’ advertisements on social networks (eg when a friend has liked a company post/page) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
- Figure 44: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
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- Figure 45: How effective consumers rate advertising on the side of buses/taxis (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
- Figure 46: How effective consumers rate advertisements on internet media service (eg YouTube, Spotify) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
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- Figure 47: How effective consumers rate augmented reality/NFC points/QR codes (eg interactive bus stops) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
- Figure 48: How effective consumers rate product placement (eg famous brands featured in a TV show/film) (1 being the most effective and 5 being the least effective), by demographics, NI, June 2015
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- Figure 49: Agreement with statements relating to advertising, by demographics, NI, June 2015
- Figure 50: Agreement with statements relating to advertising, by demographics, NI, June 2015 (continued)
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- Figure 51: Agreement with statements relating to advertising, by demographics, NI, June 2015 (continued)
- Figure 52: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, NI, June 2015
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- Figure 53: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, NI, June 2015
- Figure 54: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, NI, June 2015
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- Figure 55: Agreement with the statement ‘I think I bought a product/service in the last 12 months after it was endorsed/reviewed by a blogger/vlogger that I follow’, by demographics, NI, June 2015
- Figure 56: Agreement with the statement ‘I have been encouraged to buy products that have sponsored television programmes’, by demographics, NI, June 2015
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- Figure 57: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising (eg expanding video banners)’, by demographics, NI, June 2015
- Figure 58: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, NI, June 2015
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- Figure 59: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, NI, June 2015
- Figure 60: Agreement with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’, by demographics, NI, June 2015
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- Figure 61: Agreement with the statement ‘I switch to using other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, NI, June 2015
- Figure 62: Agreement with the statement ‘I enjoy outdoor advertising that you can interact with using a smartphone/tablet (eg QR codes)’, by demographics, NI, June 2015
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- Figure 63: Agreement with the statement ‘I think it should be illegal to 'touch up' images in advertising (ie Photoshopping images in fashion advertisements)’, by demographics, NI, June 2015
- RoI Toluna
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- Figure 64: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
- Figure 65: How effective consumers rate sponsorship of TV shows (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
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- Figure 66: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
- Figure 67: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
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- Figure 68: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
- Figure 69: How effective consumers rate advertising they receive in the mail (direct mail) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
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- Figure 70: How effective consumers rate smartphone/tablet in-app advertising (eg Candy Crush) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
- Figure 71: How effective consumers rate advertising on a search engine (eg Google/Yahoo) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
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- Figure 72: How effective consumers rate display/banner advertisements on webpages (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
- Figure 73: How effective consumers rate advertising on social network feeds (eg sponsored links on Facebook) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
-
- Figure 74: How effective consumers rate ‘Liked’ advertisements on social networks (eg when a friend has liked a company post/page) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
- Figure 75: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
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- Figure 76: How effective consumers rate advertising on the side of buses/taxis (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
- Figure 77: How effective consumers rate advertisements on internet media service (eg YouTube, Spotify) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
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- Figure 78: How effective consumers rate augmented reality/NFC points/QR codes (eg interactive bus stops) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
- Figure 79: How effective consumers rate product placement (eg famous brands featured in a TV show/film) (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2015
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- Figure 80: Agreement with statements relating to advertising, by demographics, RoI, June 2015
- Figure 81: Agreement with statements relating to advertising, by demographics, RoI, June 2015 (continued)
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- Figure 82: Agreement with statements relating to advertising, by demographics, RoI, June 2015 (continued)
- Figure 83: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, RoI, June 2015
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- Figure 84: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, RoI, June 2015
- Figure 85: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, RoI, June 2015
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- Figure 86: Agreement with the statement ‘I think I bought a product/service in the last 12 months after it was endorsed/reviewed by a blogger/vlogger that I follow’, by demographics, RoI, June 2015
- Figure 87: Agreement with the statement ‘I have been encouraged to buy products that have sponsored television programmes’, by demographics, RoI, June 2015
-
- Figure 88: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising (eg expanding video banners)’, by demographics, RoI, June 2015
- Figure 89: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, RoI, June 2015
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- Figure 90: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, RoI, June 2015
- Figure 91: Agreement with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’, by demographics, RoI, June 2015
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- Figure 92: Agreement with the statement ‘I switch to using other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, RoI, June 2015
- Figure 93: Agreement with the statement ‘I enjoy outdoor advertising that you can interact with using a smartphone/tablet (eg QR codes)’, by demographics, RoI, June 2015
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- Figure 94: Agreement with the statement ‘I think it should be illegal to 'touch up' images in advertising (ie Photoshopping images in fashion advertisements)’, by demographics, RoI, June 2015
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