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.

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.”

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!

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.