Advertising - Ireland | Statista Market Forecast

Ad spending in the Advertising market in Ireland is forecasted to reach US$1.96bn in 2024.
The largest market is TV & Video Advertising with a market volume of US$511.40m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$425.90bn in 2024.
Within the Advertising market in Ireland, 76% of total ad spending is projected to come from digital sources in 2030.
The average ad spending per capita in the TV & Video Advertising sector is estimated to be US$100.50 in 2024.
Additionally, Advertising market of the 78% revenue in Ireland will be generated through programmatic advertising in 2030.
Ireland's Advertising market is witnessing a shift towards digital platforms, with a focus on interactive and personalized campaigns to target tech-savvy consumers.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Ireland has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Advertising market in Ireland have shifted towards digital advertising channels. With the increasing use of smartphones and internet access, consumers are spending more time online, creating opportunities for advertisers to reach their target audience through digital platforms. Additionally, consumers are becoming more selective in their consumption of advertising content, preferring personalized and relevant advertisements that cater to their specific interests and needs. Trends in the market indicate a strong focus on social media advertising in Ireland. Social media platforms such as Facebook, Instagram, and Twitter have gained immense popularity among Irish consumers, providing advertisers with a vast audience to target. The ability to target specific demographics and interests on these platforms has made social media advertising a highly effective and efficient marketing tool. Furthermore, the rise of influencer marketing has also contributed to the growth of the Advertising market in Ireland, as brands collaborate with popular social media influencers to promote their products or services. Local special circumstances, such as the dominance of multinational technology companies in Ireland, have played a role in shaping the Advertising market. Many global tech giants have established their European headquarters in Ireland, attracted by favorable tax incentives and a skilled workforce. This has created a vibrant digital advertising ecosystem in the country, with local agencies and startups benefiting from collaborations with these multinational companies. Underlying macroeconomic factors have also contributed to the growth of the Advertising market in Ireland. The country has experienced steady economic growth in recent years, leading to increased consumer spending and business investment. As businesses strive to capture the attention of consumers in a competitive market, advertising has become a crucial tool to drive sales and brand awareness. Additionally, Ireland’s strong position as a hub for foreign direct investment has attracted international brands, further fueling the demand for advertising services. In conclusion, the Advertising market in Ireland is experiencing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital advertising, the focus on social media platforms, the influence of multinational technology companies, and the overall economic growth of the country have all contributed to the development of the Advertising market in Ireland.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.