Digital Video Advertising - Ireland

Ad spending in the Digital Video Advertising market in Ireland is forecasted to reach US$268.20m in 2024.
The expected annual growth rate (CAGR 2024-2030) of 5.28% is anticipated to lead to a market volume of US$365.20m by 2030.
With a projected market volume of US$85.39bn in 2024, the United States is expected to generate the most revenue.
In Ireland, 80% of total ad spending in the Digital Video Advertising market will come from mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market is estimated to be US$55.09 in 2024.
Connected TV ad spending in the Digital Video Advertising market is projected to reach US$27.63m in 2024.
The Connected TV market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 3.63%, resulting in a projected market volume of US$34.21m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market is forecasted to reach US$127.50m in 2024, with an expected annual growth rate (CAGR 2024-2030) of 9.15%, leading to a projected market volume of US$215.60m by 2030.
Ireland's digital video advertising market is rapidly expanding, driven by increased internet penetration and the growing demand for targeted online advertising.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Ireland has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of high-speed internet. Customer preferences in Ireland have shifted towards digital video advertising due to its convenience and accessibility. With the rise of smartphones and tablets, consumers are spending more time online and are increasingly consuming video content on these devices. This has created a demand for digital video advertising, as advertisers seek to reach their target audience through the platforms they are most engaged with. Additionally, the ability to personalize and target digital video ads based on user data has made them more appealing to advertisers, as they can deliver more relevant and effective messages to their target audience. The trends in the Digital Video Advertising market in Ireland are in line with the global market. The increasing popularity of video streaming platforms such as YouTube and Netflix has contributed to the growth of digital video advertising. These platforms offer a wide range of video content, attracting a large number of viewers and providing advertisers with a valuable opportunity to reach their target audience. The rise of social media platforms like Facebook and Instagram has also played a significant role in the growth of digital video advertising, as these platforms have integrated video content into their platforms and offer targeted advertising options. In addition to changing customer preferences, there are also local special circumstances that have contributed to the growth of the Digital Video Advertising market in Ireland. The Irish government has been actively promoting the growth of the digital economy, with initiatives such as the National Digital Strategy and the Digital Skills for Citizens program. These initiatives have helped to create a favorable environment for digital advertising, attracting investment and driving innovation in the sector. Underlying macroeconomic factors have also played a role in the development of the Digital Video Advertising market in Ireland. The Irish economy has been performing well in recent years, with strong GDP growth and low unemployment rates. This has created a favorable business environment and increased consumer spending power, which has in turn driven demand for digital video advertising. In conclusion, the Digital Video Advertising market in Ireland is experiencing significant growth due to changing customer preferences, the increasing availability of high-speed internet, and favorable local and macroeconomic factors. As consumers continue to shift towards digital platforms for video consumption, advertisers are increasingly turning to digital video advertising to reach their target audience.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.

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

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.