Mobile advertising is now 21% of Irish digital ad sector

By: November 13, 2013
'FMCG advertisers are leading the way in mobile advertising,' says Suzanne McElligott, CEO of IAB Ireland (right) 'FMCG advertisers are leading the way in mobile advertising,' says Suzanne McElligott, CEO of IAB Ireland (right)

In the first half of this year Irish online advertising (desktop and mobile) increased to €97m – a growth of 24% on the previous period in 2012.

Mobile adspend, however, is on a sharp rise. Mobile and tablet advertising now represents 21% of total online adspend in the Irish market with desktop advertising accounting for 79%.

“The advertising opportunity provided by the dramatic takeoff in smartphone usage by Irish consumers has now been recognised by brands with FMCG advertisers leading the way in mobile advertising,” says Suzanne McElligott, CEO of IAB Ireland at the launch of IAB’s latest digital ad spend report.

FMCG advertisers are the top spenders on mobile display accounting for a spend of €1.6m. Travel and retail take the second and third position respectively.

47% of the IAB study participants said that between 41% and 50% of their online traffic is now via mobile devices. Smartphone penetration in Ireland is now at 57%, with 67% accessing the web every day using a smartphone. 98% of households with children have some form of device for online access.

Other formats
Paid-for-search advertising remains the dominant format holding 46% (€44.8m) of the total digital market (desktop and mobile). Display continues to perform holding a 39% share (€37.4m) and Classified advertising represents 15% at €14.5m. Desktop search has grown 3% year on year while mobile search has grown to €11.2m.