TRENDS <
Ireland
Despite the recession, adspend in digital media in Ireland is rising. Suzanne McElligott, chief executive of IAB Ireland, talks to Grainne Rothery about the move online
W
hile traditional media in Ireland continues to be hit hard by the recession, the news for online is a lot more positive with the lat- est study from IAB (Interactive Advertising Bureau) Ireland and PwC, released in the middle of November, indicating that adspend in digital media reached €53.9m in the first half of the year, representing a 12pc increase over the same period in 2009. Participants in the survey included 29 publishers, many of
them representing multiple websites, as well as sales houses and advertising networks. The results reflect PwC’s Entertainment & Media Outlook, pub- lished in October, which said online advertising in Ireland is show- ing growth of 12.2pc this year. By comparison, PwC is expecting the total ad market in Ireland to fall by 5.1pc in 2010. The firm is forecasting TV ad expenditure to drop by 5.9pc and radio to be down by 11.1pc, while outdoor (8.9pc), consumer magazine (4.1pc) and newspaper (5.4pc) adspend will also decline. Suzanne McElligott, chief executive of IAB Ireland, describes the latest figures for online as very strong in challenging eco- nomic times for the market. “What it means is online is of course the fastest growing medium and I think there are a number of reasons for that,” she says. “Firstly, our audience is growing. Online usage has grown from 66pc to 77pc [between Q2 2009 and Q2 2010 – ComReg]. Time spent online is also growing. And we would also see as a key driver of online ads the growth in broadband penetration. “It isn’t surprising that the channel is growing. We have a way to catch up in terms of many of the more developed European
Volume 4 Issue 4 2010 Marketing Age 33
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