Press Release: Ireland’s Advertisers are mobilising – IAB Ireland Mobile Connect 2014


IAB Ireland’s third annual mobile conference IAB Mobile Connect, took place today Thursday, October 30th at the Guinness Storehouse, Dublin.

The conference started by releasing the results of the IAB PwC Online Adspend for H1 2014, a study that measures Digital Adspend across platform; desktop and mobile from the period January to June 2014. Key results include:

  • Digital Adspend grows by a record 40% in the first half of 2014
  • Total Online Advertising reaches €130m
  • Mobile Adspend is now 29% of total digital spend

IAB Mobile Connect is sponsored by: MEC, Ireland, comScore, O2 Media and our media partner is:

Other new Irish research released at the conference included:

  • The IAB Mobile Audit study for Ireland – an audit of the top 100 advertisers assessing how mobile-ready Irish brands are.
  • IAB Mobile Ad campaign Case study – research tracking the results of a mobile-only ad campaign for Innocent Super Smoothies, commissioned by IAB Ireland and carried out by Red C.

IAB Mobile Connect is sponsored by: MEC, Ireland, comScore, O2 Media and our media partner is:

This year’s theme was Ready.. Steady.. Mo!

Ready – How mobile ready are Irish brands?

Steady – Understand the Mobile Consumer, latest mobile media usage in Ireland.

Mo! – Mobile Creativity, Inspirational Brands, mobilizing your mobile strategy.

IAB Mobile Connect was a morning conference, the Agenda included:

  • Launch of IAB PwC Online Adspend study for H1 2014 – Suzanne McElligott, CEO, IAB Ireland
  • IAB Ireland mobile optimizer study – how mobile ready are Irish advertisers? – Maeve O’Meara, Marketing Manager, IAB Ireland
  • Mobile innovation: changes to media consumption that have been sparked by mobile devices – Jide Sobo, Head of Mobile, MEC UK
  • Understanding the mobile consumer: insights into Ireland’s mobile media usage – Stuart Wilkinson, Head of Industry Relations EMEA, comScore
  • The future of mobile connect – Fiona O’Carroll, Managing Director, Independent News & Media
  • IAB Ireland mobile research and case study – Richard Colwell, Chief Executive, RED C Research
  • Mobilizing your marketing – stories from shazam – Sam Woods, Sales Director, Shazam
  • Disruptive mobile marketing for retailers -Patrick Leddy, Founder & CEO, Pulsate
  • Mobile creativity: what works and how you can win – Jonathan Milne, General Manager, EMEA, Celtra


Suzanne McElligott, CEO, IAB Ireland commented  ‘With 85%* of adults now having access to an ‘on the go’ online device, and Smartphones topping the poll of the devices people felt they couldn’t live without for a week (followed by TV) there’s no doubt that Mobile is now mandatory for all brands looking to reach consumers.   IAB Mobile Connect was full of insights and practical ways to support brands in developing their mobile strategy, in being creative on mobile and integrating mobile with their other marketing channels.’

*(eHSS 29th September 2014)




For further information please contact:

Maeve O’Meara, Marketing Manager, IAB Ireland

Tel: 086 8522291



More information is available at

Speakers and topics – biogs and pics available on request.


About IAB Ireland

IAB Ireland is the trade association for the Irish online advertising industry. As a not for profit organisation IAB Ireland works with members to ensure marketers can identify the best role for online in building their brands. IAB Ireland is a member of both IAB Europe and IAB US. The IAB network shares three core objectives, namely to prove, promote and protect the online advertising industry. These objectives are fulfilled through the dissemination of authoritative research, the organisation of educational events and by promoting industry-wide best practice.