The Interactive Advertising Bureau Ireland and PriceWaterHoueCoopers (PwC) has released new data that looks at digital ad spending trends in Ireland. The latest data shows that in 2016, Ireland set a new record with total spend, which hit $492.3 million. This is a surge of more than 31% from the previous year, and a higher rate of growth than was seen in 2015 (29%).
In addition to the overall growth rate accelerating, 2016 is the first year that mobile ad spend was higher than desktop ad spend. This was due to the 63% growth in mobile ad outlays over the course of the year.
Display ads had the largest growth rate, at 44%, and paid search also grew at a rate of 25%.
There were many factors that helped to contribute to the digital ad growth in Ireland. Streaming video ads, of course, are quickly growing in popularity, especially on mobile devices. The continued growth of web use throughout all areas of people’s lives gives more opportunities for ad sales as well.
Whether you market in Ireland or not, it is always good to see digital ad growth throughout the world.
