Table of Contents
Overview
-
- What you need to know
- Issues covered in this Report
Executive Summary
-
- The market
-
- Figure 1: Online advertising spend, RoI, 2009-15
- Forecast
-
- Figure 2: Indexed estimated advertising revenues, NI and RoI, 2011-21
- Market factors
- Ad-blocking moves to mobile devices
- Social networks remain an important channel for advertisers
- Newspaper advertising driven by ad agencies in 2015
- High device ownership presents advertising challenges
- Companies, brands and innovations
- The consumer
- TV advertising the most effective method of reaching consumers
-
- Figure 3: 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 2016
-
- Figure 4: Agreement with statements relating to advertising, NI and RoI, June 2016
- Irish consumers understand popular online services are funded by advertising
-
- Figure 5: Agreement with statements relating to advertising, NI and RoI, June 2016
- What we think
Issues and Insights
-
- What are the most effective advertising channels?
- The facts
- The implications
- How do Irish consumers interact with advertising?
- The facts
- The implications
- What are Irish consumers’ attitudes towards advertising?
- The facts
- The implications
The Market – What You Need to Know
-
- Advertising revenues continue growing
- Ad-blocking moves to mobile devices
- EU adopts new data protection rules
- Multiple device ownership presents challenges for advertisers
Market Size and Forecast
-
- 2016 to see strong growth in advertising revenues
-
- Figure 6: Estimated advertising revenues, IoI, NI and RoI, 2011-21
- Spending on advertising to continue growing over the next five years
-
- Figure 7: Indexed estimated advertising revenues, NI and RoI, 2011-21
- Growth in online ad spend remains strong in 2015
-
- Figure 8: Online advertising spend, RoI, 2009-16
- Figure 9: Year-on-year growth rates for digital advertising formats, RoI, 2014-15
- Search dominates mobile advertising
-
- Figure 10: Breakdown of mobile advertising spend, RoI, 2013-15
- Spending on desktop display ads accelerates in 2015
-
- Figure 11: Breakdown of desktop advertising spend, RoI, 2013-15
Market Drivers
-
- Ad-blocking goes mobile
-
- Figure 12: Global monthly active users (MAUs) of mobile ad-blocking browsers, January 2015-March 2016
- Social networks are key advertising platforms
-
- Figure 13: Top 5 social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
- EU approves new data protection measures
- 2015 sees ad agencies return to newspaper advertising
-
- Figure 14: Advertising revenue generated by newspapers (print and digital), RoI, 2011-15
- Communicorp introduce multiple radio adverts
- Device ownership high in Ireland
-
- Figure 15: Ownership of or access to mobile technology devices, NI and RoI, June 2015-June 2016
- Google to make ads load faster on mobile devices
Companies and Brands – What You Need to Know
-
- JCDecaux introduces smart bus stops
- WOW air taps into influencer marketing
- Oral-B partners with Kiip to integrate moment marketing
- Littlewoods use ad-sync to integrate TV and online advertising
- Spotify launches Overlay Mobile and targeted ads
Competitive Strategies – Key Players
-
- JCDecaux brings digital to bus shelters in Paris
- WOW air uses influencer marketing to target Millennials
- Tesco Mobile partners with Unlockd to reward customers
- Littlewoods uses ad-sync technology to integrate TV and online ads
- Spotify launches Overlay Mobile and targeted ads
The Consumer – What You Need to Know
-
- TV ads most likely to gain consumers’ attention
- Irish consumers fast forwarding through TV advertising
- Consumers understand ads keep services free but still look to avoid them
The Consumer – Effectiveness of Advertising
-
- TV remains the most effective type of advertising
-
- Figure 16: 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 2016
- Over-45s most receptive to TV advertising
-
- Figure 17: Consumers who rated TV advertising as ‘1’ (most effective), by age, NI and RoI, June 2016
- Radio advertising most effective in reaching young consumers
- Communicorp introduce multiple radio adverts
- Social network advertising more likely to gain women’s attention than men
-
- Figure 18: Consumers who rated advertising on social network feeds on webpages ‘1’ (most effective), by gender, NI and RoI, June 2016
The Consumer – Interaction with Advertising
-
- Irish consumers using time-shifted TV to fast forward
-
- Figure 19: Agreement with statements relating to advertising, NI and RoI, June 2016
- Over-45s think amount of advertising has increased
-
- Figure 20: Agreement with statements relating to advertising, by age, NI, June 2016
-
- Figure 21: Agreement with statements relating to advertising, by age, RoI, June 2016
- Humorous advertising appeals to older consumers
-
- Figure 22: Agreement with the statement ‘I pay attention to advertising that makes me laugh’, by age, NI and RoI, June 2016
- Young Irish consumers most sceptical about advertising
-
- Figure 23: Agreement with the statement 'I think products are never as good as advertisements makes them look', by gender and age, NI and RoI, June 2016
- Special promotion adverts appeal to Irish women
-
- Figure 24: Agreement with the statement ‘I prefer advertising that informs me of special offers compared to advertising of brands’, by gender, NI and RoI, June 2016
- Parents would like stronger measures placed on advertising
-
- Figure 25: Agreement with statements relating to advertising, NI, June 2016
-
- Figure 26: Agreement with statements relating to advertising, RoI, June 2016
The Consumer – Attitudes towards Advertising
-
- Consumers understand that ads keep services free to use
-
- Figure 27: Agreement with statements relating to advertising, NI and RoI, June 2016
- Young consumers receptive to offline advertising
-
- Figure 28: Agreement with statements relating to advertising, by age, NI, June 2016
-
- Figure 29: Agreement with statements relating to advertising, by age, RoI, June 2016
- Offline advertising has a broad appeal among Irish consumers
-
- Figure 30: Agreement with the statement ‘I prefer offline advertising (eg radio/paper) compared to online advertising’, by age, NI and RoI, June 2016
- Millennials most likely to avoid ads
-
- Figure 31: Agreement with statements relating to advertising, by age, NI, June 2016
-
- Figure 32: Agreement with statements relating to advertising, by age, RoI, June 2016
- Concerns that phones are ‘listening’ highest among young consumers
-
- Figure 33: Agreement with the statement ‘I am worried that my smartphone is targeting advertising based on my conversations’, by gender and age, NI and RoI, June 2016
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Data sources
- Market size rationale
- Generational cohort definitions
- Abbreviations
Appendix – The Consumer
-
- NI Toluna data
-
- Figure 34: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 35: How effective consumers rate sponsorship of TV show (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 36: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 37: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 38: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 39: How effective consumers rate advertising I receive in the mail (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 40: How effective consumers rate smartphone/tablet in-app advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 41: How effective consumers rate advertising on a search engine (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 42: How effective consumers rate display/banner advertisements on webpages (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 43: How effective consumers rate advertising on social network feeds on webpages (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 44: How effective consumers rate ‘liked’ advertisements on social networks (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 45: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 46: 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 2016
-
- Figure 47: How effective consumers rate advertisements on internet media service (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 48: How effective consumers rate sponsorship of a sports team or sports event (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
-
- Figure 49: Agreement with statements relating to advertisements, by demographics, NI, June 2016
-
- Figure 50: Agreement with statements relating to advertisements, by demographics, NI, June 2016 (continued)
-
- Figure 51: Agreement with statements relating to advertisements, by demographics, NI, June 2016 (continued)
-
- Figure 52: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, NI, June 2016
-
- Figure 53: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, NI, June 2016
-
- Figure 54: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, NI, June 2016
-
- Figure 55: Agreement with the statement ‘I am worried that my smartphone is targeting advertising based on my conversations’, by demographics, NI, June 2016
-
- Figure 56: Agreement with the statement ‘I use ad-blocking software on my devices (eg smartphone)’, by demographics, NI, June 2016
-
- 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 2016
-
- 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 2016
-
- 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 2016
-
- Figure 60: Agreement with the statement ‘Radio advertising jingles/slogans always stick in my head’, by demographics, NI, June 2016
-
- 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 2016
-
- Figure 62: Agreement with the statement ‘I prefer offline advertising (eg radio/paper) compared to online advertising’, by demographics, NI, June 2016
-
- Figure 63: Agreement with the statement ‘I think it should be illegal to 'touch-up' images in advertising (ie photo shopping images in fashion advertisements)’, by demographics, NI, June 2016
- RoI Toluna data
-
- Figure 64: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 65: How effective consumers rate sponsorship of TV show (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 66: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 67: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 68: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 69: How effective consumers rate advertising I receive in the mail (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 70: How effective consumers rate smartphone/tablet in-app advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 71: How effective consumers rate advertising on a search engine (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- 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 2016
-
- Figure 73: How effective consumers rate advertising on social network feeds on webpages (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 74: How effective consumers rate ‘liked’ advertisements on social networks (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 75: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- 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 2016
-
- Figure 77: How effective consumers rate advertisements on internet media service (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 78: How effective consumers rate sponsorship of a sports team or sports event (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
-
- Figure 79: Agreement with statements relating to advertisements, by demographics, RoI, June 2016
-
- Figure 80: Agreement with statements relating to advertisements, by demographics, RoI, June 2016 (continued)
-
- Figure 81: Agreement with statements relating to advertisements, by demographics, RoI, June 2016 (continued)
-
- Figure 82: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, RoI, June 2016
-
- Figure 83: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, RoI, June 2016
-
- Figure 84: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, RoI, June 2016
-
- Figure 85: Agreement with the statement ‘I am worried that my smartphone is targeting advertising based on my conversations’, by demographics, RoI, June 2016
-
- Figure 86: Agreement with the statement ‘I use ad-blocking software on my devices (eg smartphone)’, by demographics, RoI, June 2016
-
- Figure 87: 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 2016
-
- Figure 88: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, RoI, June 2016
-
- Figure 89: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, RoI, June 2016
-
- Figure 90: Agreement with the statement ‘Radio advertising jingles/slogans always stick in my head’, by demographics, RoI, June 2016
-
- Figure 91: Agreement with the statement ‘I switch to using other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, RoI, June 2016
-
- Figure 92: Agreement with the statement ‘I prefer offline advertising (eg radio/paper) compared to online advertising’, by demographics, RoI, June 2016
-
- Figure 93: Agreement with the statement ‘I think it should be illegal to 'touch-up' images in advertising (ie photo shopping images in fashion advertisements)’, by demographics, RoI, June 2016
Back to top