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, 2013-18
- Forecast
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- Figure 2: Indexed estimated advertising revenues, NI and RoI, 2013-23
- Market factors
- Growing dislike for online advertising
- Social media remains an important advertising channel
- Consumers less confident in spotting advertising online
- High device ownership a challenge for brands
- Companies, brands and innovations
- The consumer
- Social networks remain effective in reaching Irish consumers online
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- Figure 3: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2018
- Advertising on live TV noticed by Irish consumers
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- Figure 4: Offline advertising methods consumers consider most effective (noticeable), NI and RoI, June 2018
- Advertising avoidance remains high
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- Figure 5: Agreement with statements relating to advertising, NI and RoI, June 2018
- Recyclable direct mail important to Irish consumers
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- Figure 6: Agreement with statements relating to advertising, NI and RoI, June 2018
- What we think
The Market – What You Need to Know
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- Spending on advertising grows in 2017
- RoI consumers think online ads are more intrusive than offline ads
- Consumers less confident in recognising online ads
- Cinema ads well received by RoI consumers
- GDPR takes effect, and consumers are optimistic it will protect their data
Market Size and Forecast
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- 2018 to see strong growth in advertising expenditure
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- Figure 7: Estimated advertising revenues, IoI, NI and RoI, 2013-23
- RoI driving all-Ireland adspend over the next five years
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- Figure 8: Indexed estimated advertising revenues, NI and RoI, 2013-23
- Online advertising continues to grow in RoI
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- Figure 9: Online advertising spend, RoI, 2009-17
- Figure 10: Year-on-year percentage growth rates for digital advertising formats, RoI, 2016-17
- Growth in desktop advertising expenditure remains strong
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- Figure 11: Breakdown of desktop advertising spend, RoI, 2013-17
- Search continues to dominate mobile adspend
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- Figure 12: Breakdown of mobile advertising spend, RoI, 2013-17
- Figure 13: Mobile spending as a percentage of total online advertising expenditure, RoI, 2013-17
Market Drivers
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- Significant increase in UK consumers disliking all online ads
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- Figure 14: Openness towards online advertising, UK (including NI), 2016 and 2017
- Online advertising considered intrusive
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- Figure 15: Advertising consumers consider to be most intrusive, RoI, May 2018
- Consumers taking steps to avoid advertising online
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- Figure 16: Steps taken by internet users to avoid online adverts, UK (including NI), 2016 and 2017
- High device ownership provides opportunities for advertisers
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- Figure 17: Ownership of or access to mobile technology devices, NI and RoI, June 2017 and June 2018
- Confidence in recognising online ads declines
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- Figure 18: Confidence in recognising online advertising, UK (including NI), 2015-17
- Social networking sites important advertising channels
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- Figure 18: Top five social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, March 2018
- New data protection laws introduced in the EU
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- Figure 19: How well Irish consumers think the General Data Protection Regulation will protect their personal data, NI and RoI, June 2018
- Facebook and Google face first cases under new data laws
- Health campaigners call for tighter rules for advertising to children
- Advertising considered essential part of the cinema experience
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- Figure 20: Agreement with statements related to cinema advertising, RoI, May 2018
Companies and Brands – What You Need to Know
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- Bacardi creates interactive campaign on IGTV
- New tool to measure influencer marketing campaigns
- JCDecaux reduces its carbon footprint
- New feature to improve advertising transparency on Facebook
Who’s Innovating?
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- Buzzoole to measure influence on Instagram
- TBWA\Dublin planning for data-driven future with DataLab
- Bacardi uses new Instagram TV platform in latest campaign
- Social networks enhance advertising transparency
Competitive Strategies – Key Players
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- An Post
- Key facts
- Recent development
- BBDO Dublin
- Key facts
- Recent developments
- Carat Ireland
- Key facts
- Recent developments
- Clear Channel
- Key facts
- Recent developments
- JCDecaux
- Key facts
- Recent developments
- Ogilvy & Mather
- Key facts
- Recent developments
- Omnicom Group
- Key facts
- Recent developments
- Owens DDB
- Key facts
- Publicis Dublin
- Key facts
- Recent developments
- Rothco
- Key facts
- Recent developments
- TBWA\Dublin
- Key facts
- Recent developments
- Wavemaker
- Key facts
- Recent developments
- WPP
- Key facts
- Recent developments
The Consumer – What You Need to Know
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- Email campaigns effective in reaching Irish consumers
- TV advertising the most effective offline channel
- Photoshopping in ads viewed negatively by Irish consumers
- Consumers want direct mail to be recyclable
Effectiveness of Online Advertising
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- Social networks remain effective advertising platforms
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- Figure 21: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2018
- Women more receptive to ads in social media news feeds
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- Figure 22: Consumers who think advertising on social network feeds (eg sponsored links on Facebook) are effective (noticeable), by gender and age, NI and RoI, June 2018
- Ads on internet media services effective in reaching younger consumers
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- Figure 23: Consumers who think advertisements on internet media service (eg YouTube, Spotify) are effective (noticeable), by age, NI and RoI, June 2018
- Email ads effective in reaching older consumers
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- Figure 24: Consumers who think email (direct mail advertising) advertising is effective (noticeable), by age, NI and RoI, June 2018
Effectiveness of Offline Advertising
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- TV continues to catch consumers’ attention
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- Figure 25: Offline advertising methods consumers consider most effective (noticeable), NI and RoI, June 2018
- Boomers notice advertising on live TV
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- Figure 26: Consumers who think live TV advertising is effective (noticeable), by age, NI and RoI, June 2018
- Less affluent consumers notice direct mail advertising
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- Figure 27: Consumers who think advertising they receive in the mail (direct mail) is effective (noticeable), by gender and social class, NI and RoI, June 2018
- Billboard ads reaching affluent consumers
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- Figure 28: Consumers who think billboards and outdoor posters are effective (noticeable), by gender and social class, NI and RoI, June 2018
- Rural consumers hearing radio ads
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- Figure 29: Consumers who think radio advertising is effective (noticeable), by location, NI, June 2018
- Figure 30: Consumers who think radio advertising is effective (noticeable), by location, RoI, June 2018
Interaction with Advertising
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- Irish consumers continue avoiding ads
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- Figure 32: Agreement with statements relating to advertising, NI and RoI, June 2018
- Advertising that entertains appeals to parents
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- Figure 31: Agreement with the statement ‘I pay attention to advertising that makes me laugh’, by presence of children in the household, NI and RoI, June 2018
- Women more likely to think ‘Photoshopping’ in ads should be banned
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- Figure 32: 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 2018
- Ads inspire younger consumers to buy new products
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- Figure 33: Agreement with the statement ‘An advertisement has inspired me to buy a new product or service in the last month’, by age, NI and RoI, June 2018
Attitudes towards Advertising
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- Consumers think paper-based advertising should be recyclable
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- Figure 34: Agreement with statements relating to advertising, NI and RoI, June 2018
- Greater restrictions on advertising appeal to women
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- Figure 35: Agreement with the statement ‘There should be greater restrictions on advertising some products (ie alcohol, tobacco etc)’, by gender and social class, NI and RoI, June 2018
- Personalised mail can gain Gen-Xers’ attention
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- Figure 36: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by age, NI and RoI, June 2018
- Older consumers want more information on ‘cookies’
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- Figure 37: Agreement with the statement ‘There should be more information on how ‘cookies’ affect my online experience’, by age, NI and RoI, June 2018
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- Figure 38: Agreement with the statement ‘There should be more transparency on the information collected by companies and passed on to advertisers’, by age, NI and RoI, June 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Market size rationale
- Generational cohort definitions
- Abbreviations
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