Irish Digital Advertising Spend grew by 11% in 2023 according to the latest IAB Ireland / PwC Online Adspend Study published today

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  • Total digital ad spend was €958m in 2023, reflecting a growth of 11% from 2022.
  • Digital display advertising grew by 15% to €589m in 2023, with Video and Digital Audio and Paid Social cited as the primary drivers.
  • Search advertising grew by 4% to €314m.
  • Classified advertising grew by 16% to €55m, with a 6% share of total digital adspend.
  • IAB Ireland adspend participants predict digital adspend growth in 2024 of 8% on average.

Digital advertising spend in the Irish market for 2023 reached €958m according to the latest results of the IAB PwC Online Adspend report, reflecting a growth rate of 11% year-on-year (YoY).

Display advertising which includes Paid Social grew by 15% to €589m in 2023, which was driven by the growth in Video at 24% YoY and Digital Audio at 16%. Paid Social grew by 19% to €446m in 2023.  The Display format remains the dominant format in the Irish market holding a share of 61% of the total digital advertising market.

Search advertising grew by 4% YoY in 2023 with an adspend of €314m and a share of 33% of the total Irish digital advertising market.

2023 Market Conditions

The Credit Union Consumer Sentiment Index was 62.4 in December 2023.  This is the first year on year improvement in the December sentiment survey results since 2017 illustrating a growth in consumer confidence.

Source: The Credit Union Consumer Sentiment Index, in partnership with Core Research

Approximately 80% of people used the internet for shopping, banking, or booking / ordering services online in 2023.

Source: CSO Household Consumer Behaviour 2023

Commenting on the report results Suzanne McElligott, CEO, IAB Ireland, said, “Following a lower growth rate of 4% in 2022 which reflected the challenging local and global economy of that year, it is very positive to see double digit growth of 11% YoY for the Irish digital advertising market in 2023. The outlook for 2024 is also positive with adspend participants predicting 8% growth for this year. Participants also highlighted the challenge of increased regulation and cookie deprecation as a concern for the industry in the year ahead. IAB Ireland is focused on helping our members prepare for these challenges through our webinars, conferences and online resources.” she added.

Finn O’Loughlin, Strategy Consulting Director, PwC, added: “Digital adspend reached a high of €958m in 2023. Display advertising represented the lion’s share of the total advertising spend at 61% and a growth rate of 15% YoY to €589m. Search advertising had more modest growth of 4% in 2023 with an adspend of €314m reflecting a more mature phase in its development, and Classified advertising enjoyed strong growth of 16% YoY with an adspend of €55m.”

Karen Preston, Chair of IAB Ireland’s Board and Chief Commercial Officer, Mediahuis said, “Video continues to be a dynamic driver of digital advertising in 2023 with 24% growth YoY. This video growth breaks down into 25% growth in adspend for social video and 20% for broadcaster/publisher video. It is not surprising that adspend participants predict that video will continue to be a top growth driver for adspend in 2024”.

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Ends

For further information please contact: Maeve O’Meara, Marketing Manager, IAB Ireland, Tel: 086 852 2291 and Email: maeve@iabireland.ie

Important notes to editors:

  • The IAB has been working with PwC since 1997 to survey the value of Online Adspend in Europe and North America.
  • 21 leading publishers and 2 adnetworks/sales houses and 8 media buying ad agencies participated in the study, many of whom represent multiple websites. Other participants include advertising agencies.
  • Participating publishers were selected on the basis of traffic data and market knowledge. We estimate that our study accounts for 90% of online adspend in Ireland. Reported figures are not adjusted to account for other organisations that have been included.  Participation is on a voluntary basis.
  • Total advertising revenue is reported on a gross basis (i.e. including commission). Figures and percentages are rounded.  In some area advertising formats are not mutually exclusive – there is some overlap across specific formats.
  • Adspend revenue is drawn up on the basis of actual figures provided by the study participants on a confidential basis to PwC. The study results are prepared by PwC based on the figures provided by participants, which have not been audited by PwC.
  • Google, Meta (including Instagram), Twitter, Snapchat, Pinterest, LinkedIn do not submit data to the IAB PwC Adspend study. Adspend for these companies is calculated based on publicly available data as well as consultation with Agencies and Industry representatives.
  • RTÉ does not submit data to the IAB PwC Adspend Study. However, RTÉ’s digital adspend is deduced through a Freedom of Information request as well as discussions with Ireland’s leading advertising agencies.
  • Programmatic advertising is the buying and selling of online advertising inventory through automated methods rather than human actions. This includes but is not limited to Real-Time Bidding (RTB).

About IAB Ireland

IAB Ireland (www.iabireland.ie) 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 licensed by IAB US and is a member of the IAB Europe network. 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.

About PwC

At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 158 countries with over 250,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at www.pwc.com.

PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details.