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IAB Europe Live Courses – Retail Media and Sustainability

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Welcome to IAB Europe Live!

Led by industry-leading experts, IAB Europe’s training courses and events are designed to equip you with the skills, knowledge, and connections you need to excel in the dynamic world of digital advertising.. 

Courses Available:

Retail Media Essentials – Tuesday 8th July – Online

Retail Media represents the third wave of digital advertising and is one of the fastest-growing segments in the industry, projected to surpass television spending within the next two years. This growth is fueled by the surge in e-commerce and the increasing reliance on first-party data. Recognizing these emerging trends, IAB Europe Training is dedicated to equipping digital advertising professionals with the knowledge and skills necessary to adapt to new market demands. We will provide you with a solid foundation in Retail Media, exploring key trends, diverse ad formats, and effective measurement techniques.ntial insights and discover actionable strategies for driving transformative change.

This deep-dive into Retail Media takes place on Tuesday 8th July 2025. There will be one 3-hour session from 9.30 to 12.30 (Irish time).

You can find out more on the curriculum, and book your place with a 20% discount here.

Environmental Sustainability in Digital Advertising – Online / 30th June – 4th July 2025

You will gain valuable insights into effective measures that can be implemented across different departments and functions to instigate transformative change and make a positive impact on the digital advertising supply chain.

The course takes place from 30th June – 4th July 2025. There will be five sessions – 2 hours per day from 9.30 – 11.30 (Irish time)

You can find out more on the curriculum, and book your place here. Please contact maeve@iabireland.ie for a discount code for IAB Ireland members.

Webinar Recording: Workshop for Retailers on Building Customer Relationships Online (10Apr25)

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We were delighted to host a Webinar in partnership with Retail Ireland Skillnet on Thursday 10th April, 2025 on: Connecting and Building Relationships Online.

Today, no retail business can thrive and stay ahead of the competition without connecting and building relationships with customers online. A well-planned digital marketing strategy will drive sales for your retail businesses – it will improve your brand metrics, enhance your customer experience – from pre- right through to post-purchase.  

Our expert speakers from Mindshare, Google, Meta and TikTok shared how retailers can use digital marketing to reach customers at the right time, at the right place and in the right way to encourage purchase.  

You can watch back the presentations below, and also download their presentations.

James Kelly
Digital Business Director, Mindshare Ireland

Future-Proof Your Retail Business: Digital Advertising Strategies


Lorna Tighe
Senior Account Manager, UKI, Google

Using your data to power your digital strategy


Lauren Smith
Senior Strategic AM, Fashion and Luxury, Meta

How can AI add value to your digital marketing


Katey McElroy
Account Manager, TikTok Shop

Combining entertainment with Commerce

https://vimeo.com/1074322674/e90cb73666?ts=0&share=copy

Webinar Recording: AI+Digital Advertising (8Apr25)

In this webinar, the speakers from IAB Ireland’s Standards & Guidelines Council shared the benefits of AI solutions, the key considerations and examples of these AI solutions in practice.  They will also shared some practical tips to help you get started eg. how to evaluate the right AI tools for your business, and any watch outs or ethical considerations you should be thinking about.

The webinar was streamed live on Tuesday 8th April, 2025. Please see the recordings and decks for each speaker below:


AI+Digital Advertising

Christian McAlinden
Senior Programmatic Manager, dentsu 


AI+Creative

Angela Antoniou
Business Operations Lead, Matterkind


AI+Campaign Optimisation

David Mulligan
Head of Programmatic, Core 

Any queries, please feel free to email maeve@iabireland.ie

Listen Up Ireland 2025 – Digital Audio Research launched

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Friday 4th April, 2025

Over three quarters of all adults age 16+ listen to digital audio according to new Irish Digital Audio Research

Digital Audio Listeners tend to be younger, from higher social grades and are more likely to be working full time

IAB Ireland’s Digital Audio Council commissioned Red C Research to conduct a sixth wave of ‘Listen Up Ireland’ – a deep-dive into Digital Audio in Ireland.

The research, which has tracked Digital Audio since 2019, specifically looked at: the Incidence & demographics of using Digital Audio, the channels used, time spent listening, devices used, reasons to engage with and attitudes towards Digital Audio.

The key findings are:

  • 76% of all 16+ adults in Ireland are consuming digital audio each week. That equates to almost 3.1M adults.  This rises to 91% among 16-34 year olds.
  • 35% of digital audio listeners or almost 1.1M adults are listening daily, with 87% listening weekly. 
  • FM radio plus Digital Audio together have a combined reach of 94% of all adults 16+.
    • Digital Audio ‘only’ listeners extend FM and Digital Audio combined reach by 10% 
    • For 16-24s, this incremental reach is 30%.
  • The Demographic profile of digital audio users remains similar to that in 2024, with digital audio listeners differing from the national population in the following ways: they are considerably more likely to be 18-34 (+6%), in full time employment (+5%) and ABC1 (+4%).
  • Digital Audio is very strong vs other media for time spent per week among all adults (16+) with 11.8 hours – this puts Digital Audio in second place with only Live TV ahead at 12.6 hours.  
  • In terms of engaging with digital audio, the smartphone continues to dominate with listening via connected cars and Smart TVs growing. 
  • 41% of people are now willing to listen to ads in exchange for great free content – up 5 points from the position in February 2024.
  • Digital audio ads command more attention and are more trusted than ads running on all other digital channels analysed.

On publication of the report, Lee Thompson, co-chair of the IAB Audio Council said, 

“This new expanded report is very positive news for brand marketers considering digital audio.  It confirms digital audio’s position as a primary media channel with the weekly listener universe increasing to almost 3.1 million.  Time spent has ticked up with digital audio only trailing Live TV in terms of total time spent.   Encouragingly, digital audio is helping large numbers of people discover new content and learn and the willingness to listen to ads on digital audio has also grown significantly – this indicates a positive shift in attitudes towards growing acceptance of free content being supported by ads.’ 

Maeve O’Meara, Programme Director, IAB Ireland commented:

“We included some new questions this year to look at levels of Attention and Trust in Digital Audio and were pleased to see Digital audio score high on both metrics.  In terms of Attention, ads on podcasts came in joint second place with TV ads, second only to cinema advertising.  With three quarters of all adults listening to digital audio in an average week and the profile of digital audio listeners skewing younger, from higher social grade and those working full time, the growth of digital audio shows no signs of slowing.”

Publishers driving Creativity, Innovation & Partnership

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On Tuesday, February 11th, 2025, our publisher and brand councils had a brunch meeting in Dublin city centre to discuss some key topics in digital advertising:

  • Creativity & Partnerships
  • Data & Targeting
  • Brand Safety
  • Attention

Janice Carlin, DMG Media began the morning by sharing an amazing partnership with Sky Ireland with the objectives of Generating Talkability, Driving Brand Consideration and positioning Sky as offering content worth paying for.

David Murphy, The Irish Times Group then shared The Irish Times perspective on data and targeting, the benefits and challenges of data and targeting and an example of how targeting works even better when audiences are more granularly targeted.

Thomas Fanning, News Ireland spoke about the key to Brand Safety being to: protect brands against negative impacts on consumer opinion. He shared some stats from the Stagwell future of News study which proved that Advertising alongside quality news, regardless of subject matter, is brand-safe! Thomas also shared some findings from News Ireland’s own publishers.

Morgane Shanley, Mediahuis rounded off the morning with a focus on Attention. A lot of the themes from our previous speakers were brought together as Morgane shared how Mediahuis are implementing a strategy across their titles to boost attention and what this in turn means for Advertisers.

We had a great morning discussing all with plenty of food for thought and further discussion. You can view the deck from the morning below.

Thanks to all of our speakers and to Doug Farrell, DMG Media, our MC for the morning!

Agency Predictions 2025 – Webinar Recording

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In this Digital Reboot webinar, in partnership with Mediahuis, our panel of agency members discussed the key digital trends, challenges and opportunities for 2025, and shared their agency predictions for the year ahead!

The webinar was hosted on Monday 27th January, 2025, and was streamed live from the Mediahuis multi-media studio in Dublin.

Adrian Weckler, Technology Editor, Mediahuis | Irish Independent & Sunday Independent moderated the discussion with our agency panelists:

  • David Macken, Head of (m)Platform, Group M
  • Meabh Connellan, Digital Board Director, Spark Foundry, part of Core
  • Ian McGrath, Chief Operations Officer, dentsu
  • Rebecca Travers, Head of Kinesso Ireland

IAB Connect H2 2024 – Presentations

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The theme for IAB Ireland’s Digital Advertising Conference, on Tuesday 19th November 2024, was Innovate to Elevate

Please find the shareable decks from the morning below.

Phil Cowdell, Chief Strategy Officer, Channel Factory

Exploring the post WFA/GARM landscape with Implications and Opportunities


Jenna Greene, Effectiveness Director, OmnicomMediaGroup

Creativity over Clicks


Michelle Brady, Media Experience Director, Havas Media Ireland

Attention and its impact on Brand Uplift 


Mary Corcoran, Ad Operations Manager, RTÉ

Why is CTV so important for Advertisers?


Stha Banks, Sales Manager, Services, UKI, Meta

AI driving Effective Advertising


Robin Jackson, Senior Manager, International DSP Strategy, Yahoo!

Trust through Transparency: The future of AI and Advertising

Webinar Recording: Prepping for Q5 with Meta (6Nov’24)

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We held our Industry Snapshot Webinar with Chris Chong, Industry Account Manager, Meta on Wednesday 6th November, 2024 with a presentation on preparing for ‘Q5’ for advertisers and agencies.

Q5 is the time between mid to late December and mid-January and a time when many consumers are seeking sales and discounts as well as preparing for the New Year. 

Chris shared why this is a cost efficient time time for Advertisers – for reach / brand awareness and also for mid / upper funnel performance.

He shared his tips on: What you need to think about – to take advantage of this period, as well as how you can get started with automation and your creative messaging.

Watch Back this 30 minute webinar focusing on Q5 2024/2025 and find out how to make this a successful advertising opportunity and ensure you are set up for success in 2025.

https://vimeo.com/1027204040/a7d4af4d43?ts=0&share=copy

Webinar Recording: Digital Marketing for Festive Sales Success (16 Oct ’24)

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The Festive Season has become increasingly competitive for retailers, and it starts earlier each year.  So how can you stand out, connect with customers, promote your products and drive sales?

Our Digital Advertising professionals from Accenture Song, Mediahuis, Meta and TikTok have shared how Retailers can make the most from this festive season and beyond. 

Recordings & Decks:

Katey McElroy, Account Manager, TikTok

Get ready for PEAK with the latest TikTok updates for this holiday season. 

Other TikTok Resources:

GrowWithTikTok Hub: https://growwithtiktok-hubregistration.splashthat.com/ 

Links to: Insights and guidance to get you started on TikTok, Creative tips, the latest trends & best practices, Resources and links to set you up for success, Events calendar to sign-up to upcoming events & webinars 

TikTok’s Creative Centre: https://ads.tiktok.com/business/creativecenter/pc/en 


Gavin Byers, Head of Agency and Key Client Sales, Mediahuis 

Mediahuis – Partnering for success to deliver measurable impact this holiday season
Email: gavin.byers@mediahuis.ie


Katie Jones, Senior Strategic Account Manager, Fashion & Luxury, Meta

Accelerate Holiday Momentum with Meta 

Other Meta Resources:
Meta Holiday 2024 Marketing Guide
About Conversions API
Marks & Spenser Ireland Case Study


SJ Lowes, Head of Digital & Social, Droga5 and Chris Gaynor, Media & Marketing Performance Manager, Accenture Song

The Boomers market is booming

Webinar Recording: Digital Audio (2 Oct 2024)

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IAB Ireland’s Digital Audio Council was delighted to host this Snapshot Webinar.  Please see the webinar recordings below, and the key findings of the Listen Up Ireland 2024 Research can be accessed here.

Why Digital Audio?

Lee Thompson, Co-Founder, AudioOne
Ryan Reid, Client Director, Zenith, part of Core

Best practice Creative Innovation
Showcasing case studies across the digital audio ecosystem

Romy Leitch, Sales Manager, Digitize / Spotify in Ireland
Hughie Devine, Head of Sponsorship & Programmatic Partnerships, Mediahuis
Dave O’Brien, Account Director, audioXi

Panel Discussion:

Lee Thompson, Co-Founder, AudioOne
Ryan Reid, Client Director, Zenith, part of Core
Oli Walters, Head of Podcast Sales, Global
Jade Finn, Head of Offline planning & Investment, dentsu Dublin