Table of Contents
Introduction
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- Key themes in the report
- Data sources
- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Estimated advertising revenues, IoI, NI and RoI, 2009-19
- Forecast
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- Figure 2: Indexed estimated advertising revenues, NI and RoI, 2009-19
- Market factors
- Mobile device ownership on the rise
- Media consumption habits changing
- Advertising opportunities and challenges in new media
- Rising consumer confidence
- Tightening advertising regulations
- The consumer
- TV the most effective advertising channel
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- Figure 3: How effective consumers find different methods of advertising to be, NI and RoI, August 2014
- Approximately half of Irish consumers avoid advertising
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- Figure 4: Agreement with statements relating to advertising, NI and RoI, August 2014.
- In-app advertisements annoy Irish consumers
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- Figure 5: Agreement with statements relating to advertising, NI and RoI, August 2014
- What we think
Issues and Insights
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- What are the dominant advertising channels?
- The facts
- The implications
- What role do mobile devices play in advertising?
- The facts
- The implications
- Are consumers overwhelmed by the range of advertising that they are exposed to?
- The facts
- The implications
- What role does trust play in advertising?
- The facts
- The implications
- What role does advertising fulfil for Irish consumers?
- The facts
- The implications
Trend Application
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- Attention Economy
- Prove It
- Supernanny State
Market Overview
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- Key points
- Smartphone and tablet ownership continues to increase throughout Ireland
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- Figure 6: Ownership of smartphone and tablet devices, NI, 2013 and 2014
- RoI device ownership also increasing strongly
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- Figure 7: Ownership of smartphone devices and access to tablet devices, RoI, 2013 and 2014
- Handheld devices becoming more affordable, driving ownership
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- Figure 8: Growth in internet access by mobile devices, NI and RoI, 2009-13
- Changing media landscape and consumption patterns
- Second screening
- Print media losing out to devices
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- Figure 9: Readership of print and digital newspapers, RoI, 2012/13-2013/14
- Increasing opportunities in social media and apps
- Facebook rolling out geo-targeting advertising
- Advertising in these channels not without risk
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- Figure 10: Agreement with the statement ‘advertising on social networks annoys me’, NI and RoI, 2011-13
- Increasing levels of consumer confidence
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- Figure 11: Consumer confidence, RoI, Q1 2013 – Q2 2014
- Figure 12: Consumer confidence, NI, March 2013 –June 2014
- More restrictive advertising legislation
- Alcohol and gambling promotions continue to come under fire
Market Size and Forecast
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- Key points
- 2014 showing signs of growth in the advertising market
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- Figure 13: Estimated advertising revenues, IoI, NI and RoI, 2009-19
- New postcode system will help to boost RoI revenue, while a tax cut would help further
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- Figure 14: Indexed estimated advertising revenues, NI and RoI, 2009-19
- Advertising recovery in NI to lag behind RoI due to government spending cuts
- Online spend driving growth
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- Figure 15: Online advertising spend, RoI, 2009-15
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- Figure 16: Breakdown of mobile advertising spend, RoI, 2013
- Figure 17: Breakdown of desktop advertising spend, RoI, 2013
- Advertising budgets to be increasingly diverted to online video
- Digital ‘upfronts’ picking up pace
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Innovations
- Harp Lager’s weather-activated outdoor advertising campaign
- Swedish subway advert blurs lines between advertisement and environment
- The Washington Post adds ‘native ads’ to print
- New York animal charity uses Tinder to highlight animals needing homes
- Subway invests in branded entertainment
- Company profiles
- An Post
- Carat Ireland
- Cawley NEA\TBWA
- Clear Channel Ireland
- Irish International
- JCDecaux Ireland
- LyleBailie International Ltd
- MEC Ireland
- Ogilvy & Mather
- Omnicom Group
- Owens DDB
- Publicis Dublin
- Rothco
- WPP
The Consumer – Usage of Advertising
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- Key points
- Television advertising is the most effective means of catching Irish consumers’ attention.
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- Figure 18: How effective consumers find different methods of advertising to be, NI and RoI, August 2014
- Eight out of 10 Irish consumers find TV advertising effective
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- Figure 19: Effectiveness of TV advertising at catching consumers’ attention, NI and RoI, August 2014
- Young consumers find TV advertising to be most effective
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- Figure 20: Consumers who rated TV advertising as ‘very effective’, by age, NI and RoI, August 2014
- Irish women find TV advertising more effective than men
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- Figure 21: Consumers who rated TV advertising as ‘very effective’, by age, NI and RoI, August 2014
- One in five consumers pay attention to TV sponsorship and product placement
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- Figure 22: Consumers who rated sponsorship of TV show/products featured in TV shows to be very effective in catching their attention, by gender and age, NI and RoI, August 2014
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- Figure 23: Top 10 most viewed TV programmes in the UK, 2013
- Irish students more inclined to notice outdoor advertisements
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- Figure 24: Consumers who rated billboard/outdoor poster advertisements to be very effective in catching their attention by work status, NI and RoI, August 2014
- One third of Irish consumers find direct mail to be not effective
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- Figure 25: How effective consumers believe advertising they receive in the mail to be in catching their attention, NI and RoI, August 2014
- Younger consumers more likely to engage with direct mail
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- Figure 26: Consumers who find advertisements received in the mail to be very effective at catching their attention by age, NI and RoI, August 2014.
- High number of consumers removing their names from mailing lists/databases
- Irish consumers question the effectiveness of online advertising
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- Figure 27: The five least effective advertising methods of catching Irish consumers’ attention, NI and RoI, August 2014
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- Figure 28: How effective consumers believe smartphone/tablet in-app advertising to be in catching their attention, NI and RoI, August 2014
- Irish consumers ignore adverts in social networking feeds and online media services
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- Figure 29: How effective consumers believe advertisements in social network feeds and internet media services to be in catching their attention, NI and RoI, August 2014
The Consumer – Interaction with Advertising
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- Key points
- Irish consumers use technology to avoid TV advertisements
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- Figure 30: Agreement with statements relating to advertising, NI and RoI, August 2014
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- Figure 31: Consumers who agreed with the statement ‘I fast-forward through television adverts when using catch-up/on-demand services’, by gender, age and social class, NI and RoI, August 2014
- Second screens competing for viewers’ attention
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- Figure 32: Consumers who agreed with the statement ‘I use other devices when ad breaks start on TV (eg smartphone/tablet)’ by gender, age and social class, NI and RoI, August 2014
- Irish consumers have little love for ‘likes’
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- Figure 33: Consumers who agreed with the statement ‘I pay more attention to advertisements/promotions 'liked' by my friends on social media’ by gender and age of children in household, NI and RoI, August 2014
- Usage of advertising to keep informed has a greater role in RoI
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- Figure 34: Consumers who agreed with the statement ‘I use advertising to keep me informed where the best special offers are’, by gender, NI and RoI, August 2014
- Reliance on advertising for information on best deals reducing
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- Figure 35: Agreement with the statement ‘I use advertising to keep me informed where the best special offers are’, NI and RoI, October 2012 and August 2014
- Humour an effective way to catch consumers’ attention
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- Figure 36: Consumers who agree with the statement ‘I pay attention to advertising that makes me laugh’ by gender, NI and RoI, August 2014
- Consumers sceptical of advertising claims
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- Figure 37: Consumers who agreed with the statements ‘I find a lot of advertising is misleading’ and ‘Products are never as good as advertisements make them look’, NI and RoI, August 2014
The Consumer – Attitudes towards Advertising
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- Key points
- Irish consumers find smartphone/tablet in-app advertisements annoying
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- Figure 38: Agreement with statements relating to advertising, NI and RoI, August 2014
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- Figure 39: Consumers who agreed with the statement ‘Smartphone/tablet in-app adverts annoy me’, by gender, age and social class, NI and RoI, August 2014
- Consumers appreciate the need for advertisements to fund online services
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- Figure 40: Consumers who agreed with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by gender, NI and RoI, August 2014
- Irish consumers have environmental concerns surrounding mail
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- Figure 41: Consumers who agreed with the statements ‘I worry about the effect discarded junk mail has on the environment (ie landfills)’, by gender, NI and RoI, August 2014
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- Figure 42: Consumers who agreed with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’ by gender and social class, NI and RoI, August 2014
- Growing concern over the effect of advertising targeted towards children
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- Figure 43: Consumers who agreed with the statement ‘I worry about the effect of advertising targeted towards children’, NI and RoI, May 2012 and August 2014
- A fifth of Irish consumers think advertising of certain products should be banned
Appendix
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- NI Toluna Tables
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- Figure 44: How effective consumers believe TV advertising to be in catching their attention, by demographics, NI, August 2014
- Figure 45: How effective consumers believe sponsorship of TV show/products featured in TV shows are at advertising to be in catching their attention, by demographics, NI, August 2014
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- Figure 46: How effective consumers believe radio advertising to be in catching their attention, by demographics, NI, August 2014
- Figure 47: How effective consumers believe cinema advertising to be in catching their attention, by demographics, NI, August 2014
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- Figure 48: How effective consumers believe newspaper/magazine advertising to be in catching their attention, by demographics, NI, August 2014
- Figure 49: How effective consumers believe advertising they receive in the mail to be in catching their attention, by demographics, NI, August 2014
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- Figure 50: How effective consumers believe smartphone/tablet in-app advertising (eg Candy Crush) to be in catching their attention, by demographics, NI, August 2014
- Figure 51: How effective consumers believe advertising on a search engine/web page (eg Google, Yahoo!)/banner advertisements to be in catching their attention, by demographics, NI, August 2014
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- Figure 52: How effective consumers believe advertising on social network feeds (eg Facebook) to be in catching their attention, by demographics, NI, August 2014
- Figure 53: How effective consumers believe sponsorship of a sports team to be in catching their attention, by demographics, NI, August 2014
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- Figure 54: How effective consumers believe billboards/outdoor posters to be in catching their attention, by demographics, NI, August 2014
- Figure 55: How effective consumers believe advertising on the side of buses/taxis to be in catching their attention, by demographics, NI, August 2014
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- Figure 56: How effective consumers believe advertisements on internet media service (eg YouTube, Spotify) to be in catching their attention, by demographics, NI, August 2014
- Figure 57: Agreement with statements relating to advertising, by demographics, NI, August 2014
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- Figure 58: Agreement with statements relating to advertising, by demographics, NI, August 2014 (continued)
- Figure 59: Agreement with statements relating to advertising, by demographics, NI, August 2014 (continued)
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- Figure 60: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, NI, August 2014
- Figure 61: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, NI, August 2014
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- Figure 62: Agreement with the statement ‘I worry about the effect discarded junk mail has on the environment (ie landfills)’, by demographics, NI, August 2014
- Figure 63: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, NI, August 2014
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- Figure 64: Agreement with the statement ‘I prefer to rely on recommendations from blogs/newspaper articles for product information rather than advertising’, by demographics, NI, August 2014
- Figure 65: Agreement with the statement ‘I have been encouraged to buy products that have sponsored television programmes’, by demographics, NI, August 2014
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- Figure 66: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising’, by demographics, NI, August 2014
- Figure 67: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, NI, August 2014
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- Figure 68: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, NI, August 2014
- Figure 69: Agreement with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’, by demographics, NI, August 2014
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- Figure 70: Agreement with the statement ‘I use other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, NI, August 2014
- Figure 71: Agreement with the statement ‘I enjoy outdoor advertising that you can interact with using my smartphone/tablet (eg QR codes)’, by demographics, NI, August 2014
- RoI Toluna Tables
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- Figure 72: How effective consumers believe TV advertising to be in catching their attention, by demographics, RoI, August 2014
- Figure 73: How effective consumers believe sponsorship of TV show/products featured in TV shows are at advertising to be in catching their attention, by demographics, RoI, August 2014
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- Figure 74: How effective consumers believe radio advertising to be in catching their attention, by demographics, RoI, August 2014
- Figure 75: How effective consumers believe cinema advertising to be in catching their attention, by demographics, RoI, August 2014
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- Figure 76: How effective consumers believe newspaper/magazine advertising to be in catching their attention, by demographics, RoI, August 2014
- Figure 77: How effective consumers believe advertising they receive in the mail to be in catching their attention, by demographics, RoI, August 2014
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- Figure 78: How effective consumers believe smartphone/tablet In-app advertising (eg candy crush) to be in catching their attention, by demographics, RoI, August 2014
- Figure 79: How effective consumers believe advertising on a search engine/web page (eg Google, Yahoo!)/banner advertisements to be in catching their attention, by demographics, RoI, August 2014
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- Figure 80: How effective consumers believe advertising on social network feeds (eg Facebook) to be in catching their attention, by demographics, RoI, August 2014
- Figure 81: How effective consumers believe sponsorship of a sports team to be in catching their attention, by demographics, RoI, August 2014
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- Figure 82: How effective consumers believe billboards/outdoor posters to be in catching their attention, by demographics, RoI, August 2014
- Figure 83: How effective consumers believe advertising on the side of buses/taxis to be in catching their attention, by demographics, RoI, August 2014
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- Figure 84: How effective consumers believe advertisements on internet media service (eg YouTube, Spotify) to be in catching their attention, by demographics, RoI, August 2014
- Figure 85: Agreement with statements relating to advertising, by demographics, RoI, August 2014
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- Figure 86: Agreement with statements relating to advertising, by demographics, RoI, August 2014 (continued)
- Figure 87: Agreement with statements relating to advertising, by demographics, RoI, August 2014 (continued)
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- Figure 88: Agreement with the statement ‘Smartphone/tablet In-app adverts annoy me’, by demographics, RoI, August 2014
- Figure 89: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, RoI, August 2014
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- Figure 90: Agreement with the statement ‘I worry about the effect discarded junk mail has on the environment (ie landfills)’, by demographics, RoI, August 2014
- Figure 91: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, RoI, August 2014
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- Figure 92: Agreement with the statement ‘I prefer to rely on recommendations from blogs/newspaper articles for product information rather than advertising’, by demographics, RoI, August 2014
- Figure 93: Agreement with the statement ‘I have been encouraged to buy products that have sponsored television programmes’, by demographics, RoI, August 2014
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- Figure 94: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising’, by demographics, RoI, August 2014
- Figure 95: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, RoI, August 2014
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- Figure 96: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, RoI, August 2014
- Figure 97: Agreement with the statement ‘I prefer advertising sent through the post to be printed on recyclable materials’, by demographics, RoI, August 2014
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- Figure 98: Agreement with the statement ‘I use other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, RoI, August 2014
- Figure 99: Agreement with the statement ‘I enjoy outdoor advertising that you can interact with using my smartphone/tablet (eg QR codes)’, by demographics, RoI, August 2014
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