Table of Contents
Overview
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- What you need to know
- Issues covered in this Report
Executive Summary
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- The market
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- Figure 1: Estimated advertising revenues, NI and RoI, 2012-22
- Forecast
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- Figure 2: Indexed estimated advertising revenues, NI and RoI, 2012-22
- Market factors
- Ad-block software usage continues to increase
- Social media platforms remain a key advertising channel
- Newspaper ad revenues fall in 2016
- Device ownership remains at peak levels in Ireland
- Companies, brands and innovations
- The consumer
- Social media the most effective online advertising channel
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- Figure 3: How effective consumers find different online advertising methods, NI and RoI, June 2017
- TV the most effective offline advertising channel
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- Figure 4: Offline advertising methods consumers consider effective (noticeable), NI and RoI, June 2017
- Irish consumers taking steps to avoid advertising
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- Figure 5: Agreement with statements relating to advertising, NI and RoI, June 2017
- Irish understand ads keep some services free to use
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- Figure 6: Agreement with statements relating to advertising, NI and RoI, June 2017
- What we think
The Market – What You Need to Know
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- Advertising expenditure continues to grow in 2017
- Usage of ad-blocking software remains high in RoI
- Ad revenues at RoI newspapers fall in 2016
- Multi-device ownership continues to be a challenge for advertisers
Market Size and Forecast
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- Advertising revenues to grow in 2017
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- Figure 7: Estimated advertising revenues, IoI, NI and RoI, 2012-22
- All-Ireland adspend growth over next five years driven by RoI
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- Figure 8: Indexed estimated advertising revenues, NI and RoI, 2012-22
- Strong growth in online advertising expenditure in 2016
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- Figure 9: Online advertising spend, RoI, 2009-16
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- Figure 10: Year-on-year percentage growth rates for digital advertising formats, RoI, 2015-16
- Desktop spending continues to grow in 2016
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- Figure 11: Breakdown of desktop advertising spend, RoI, 2013-16
- Search dominates spending but display grows twice as fast
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- Figure 12: Breakdown of mobile advertising spend, RoI, 2013-16
- Figure 13: Mobile spending as a percentage of total online advertising expenditure, RoI, 2013-16
Market Drivers
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- Usage of ad-blocking software almost doubles in RoI
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- Figure 14: Devices using ad-block software on the open web, by country, December 2016
- Figure 15: Internet users with ad-block software on their desktop computers, RoI, January 2016 and December 2016
- Google to block annoying ads on Chrome
- High device ownership positive for online advertising
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- Figure 16: Ownership of or access to mobile technology devices, NI and RoI, 2015-17
- Newspapers see advertising revenues fall
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- Figure 17: Advertising revenue generated by newspapers (print and digital), RoI, 2011-16
- Overall circulation declines, digital readership grows
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- Figure 18: Newspaper circulation, RoI, 2015 and 2016
- Figure 19: Newspaper readership, RoI, 2012/13-2014/15
- Social media remains an important channel for advertising
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- Figure 20: Top five social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2017
- Facebook metrics suffering errors
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- Figure 21: Facebook audience reach versus ONS population estimates in selected age groups, UK (including NI), March 2017
- Gender stereotyping in advertising to be banned
- GDPR less than a year away…
- …and many firms are not ready for new regulations
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- Figure 22: Top three concerns marketers in the UK (including NI) have regarding the General Data Protection Regulation, February 2017
Companies and Brands – What You Need to Know
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- TBWA\Dublin looking beyond Ireland towards international accolades
- Lyle Bailie International ceases trading
- Omnicom consolidating its global network
- WPP seeking to push boundaries beyond digital and into virtual
Who’s Innovating?
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- Virtual Room by Unity
- Facebook’s Creative Hub
- Google to adopt unskippable ads on YouTube
Competitive Strategies – Key Players
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- Company profiles
- An Post
- Key facts
- Recent developments
- Carat Ireland
- Key facts
- Recent developments
- TBWA\Dublin
- Key facts
- Recent developments
- Clear Channel Ireland
- Key facts
- Recent developments
- Irish International
- Key facts
- Recent developments
- JCDecaux Ireland
- Key facts
- Recent developments
- Omnicom Group
- Key facts
- Owens DDB
- Key facts
- Recent developments
- Publicis Dublin
- Key facts
- Recent developments
- Rothco
- Key facts
- Recent developments
- WPP (including MEC Ireland and Ogilvy & Mather)
- Key facts
- Recent developments
- MEC Ireland
- Key facts
- Recent developments
- Ogilvy & Mather
- Key facts
- Recent developments
The Consumer – What You Need to Know
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- Social network ads gain Irish consumers’ attention
- TV remains the most effective advertising channel
- Half of Irish consumers fast forward through TV ads
- Majority of consumers think Photoshopping should be illegal
The Consumer – Effectiveness of Online Advertising
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- Social networks most effective online advertising channel
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- Figure 23: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2017
- Search and display ads resonate with Irish men
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- Figure 24: Consumers who think search and display advertising is effective (noticeable), by gender and social class, NI, June 2017
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- Figure 25: Consumers who think search and display advertising is effective (noticeable), by gender and social class, RoI, June 2017
- Students receptive to advertising on internet services
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- Figure 26: Consumers who think advertising on internet media services (eg YouTube, Spotify) is effective (noticeable), by age, NI and RoI, June 2017
- Social networks effective in reaching Irish Millennials
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- Figure 27: Consumers who think advertisements on social networks are effective (noticeable), by age, NI, June 2017
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- Figure 28: Consumers who think advertisements on social networks are effective (noticeable), by age, RoI, June 2017
The Consumer – Effectiveness of Offline Advertising
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- TV remains most effective offline advertising channel
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- Figure 29: Offline advertising methods consumers consider effective (noticeable), NI and RoI, June 2017
- Over-45s in RoI most receptive to TV advertising
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- Figure 30: Consumers who think TV advertising is effective (noticeable), by age, NI and RoI, June 2017
- Sponsorship of TV shows well received by Millennials
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- Figure 31: Consumers who think sponsorship of TV shows is effective (noticeable), by age, NI and RoI, June 2017
- Outdoor billboards better at reaching urban consumers
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- Figure 32: Consumers who think billboards and outdoor posters are effective (noticeable), by location, NI, June 2017
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- Figure 33: Consumers who think billboards and outdoor posters are effective (noticeable), by location, RoI, June 2017
The Consumer – Interaction with Advertising
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- Irish consumers fast forwarding TV adverts
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- Figure 34: Agreement with statements relating to advertising, NI and RoI, June 2017
- Early Gen-Xers fast forwarding through on-demand TV ads in NI
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- Figure 35: Agreement with the statement ‘I fast forward through television adverts when using catch-up/on-demand services, by age, NI and RoI, June 2017
- Parents of 5-15-year-olds looking for stronger restrictions for kids’ ads
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- Figure 36: Agreement with the statement ‘I think there should be stronger restrictions on advertising to children’, by presence of children in the household, NI and RoI, June 2017
- Humorous advertising appeals to women
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- Figure 37: Agreement with the statement ‘I pay attention to advertising that makes me laugh’, by gender and age, NI and RoI, June 2017
The Consumer – Attitudes towards Advertising
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- Consumers avoiding advertising but understand it keeps services free
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- Figure 38: Agreement with statements relating to advertising, NI and RoI, June 2017
- Young and affluent consumers most likely to avoid advertising
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- Figure 39: Agreement with statements relating to advertising, by age, NI and RoI, June 2017
- NI women most likely to think Photoshopping should be illegal
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- Figure 40: Agreement with the statement ‘I think it should be illegal to 'touch up' images in advertising (ie Photoshopping images in fashion advertisements)’, by gender, NI and RoI, June 2017
- Men claim better understanding of ‘cookies’
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- Figure 41: Agreement with the statement ‘I understand how ‘cookies’ affect my online experience’, by gender, NI and RoI, June 2017
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- Figure 42: Agreement with the statement ‘I use ad-blocking software on my devices (eg smartphone)’, by gender, NI and RoI, June 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Market size rationale
- Generational cohort definitions
- Abbreviations
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