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Hello <<First Name>>,
Welcome to the April 2017 edition of Digital Direction, the IAB Ireland newsletter.
We released the IAB PwC Adspend report this month for the year ended  December 2016. The study reveals growth of 31% for the Irish digital advertising market, representing a total digital spend of €445m. You can read more on the report below.
IAB Connect 2017 took place on 6th April and looked to address issues around the growth reported in the Adspend report. Authenticity and quality content were two of the big themes emerging from the event, creating relevant, authentic content and delivering to your target audience in the right way, at the right time.
The General Data Protection Regulation (“GPDR”) comes into force on 25 May 2018, and new IAB member Mason Hayes & Curran have kindly shared their 'Getting Ready for the GDPR' guide, which can be downloaded here.
All the best
The IAB Ireland Team
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The latest IAB / PwC Online Adspend Study for the year ended December 2016, reveals growth of 31% for the Irish digital advertising market, representing a total digital spend of €445m. This comprises €231m on the mobile platform and €214m on desktop. Many consumers are now accessing the internet via mobile first and advertisers are allocating their digital budgets accordingly.
- Display advertising had the highest growth rate among digital ad formats at 44% representing €197m in 2016.
- Paid-for-Search advertising has grown by 25% in 2016 over 2015 and remains the dominant digital format with a 49% share of total Digital Adspend at €219m
- Classified advertising online holds a 6% share of total online Adspend at €29m in 2016
Click here to read the full press release and here to download the infographic. Members can download a full copy of the report (log-in required).
The report was launched at IAB Connect 2017 and you can download presentations from the day here. |
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 The Coalition for Better Ads is a global initiative which is seeking to improve the consumer online ad experience. Extensive research (US and Europe) has defined the most objectionable Ad Experiences. More than 25,000 consumers in the research comparatively ranked different ad experiences presented to them when they read online articles. You can view examples of the ad formats rated most annoying by consumers here and the research methodology here.
Globally IAB has been working alongside other key stakeholders in online advertising on the Coalition, which features representatives from major global brands, advertising trade organisations, media agencies and publishers. Suzanne McElligott, CEO, IAB Ireland has been playing a key role in this process on behalf of IAB Europe and national IABs in Europe. You can download a full copy of the press release here. |
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Native Advertising Workshop |
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Native advertising saw a spend of €82m in 2016 up from €45m in 2015, representing a growth of 82%.
IAB Ireland has developed a multi-disciplinary and practical workshop on creating, developing, executing and managing native advertising campaigns. Taken from the perspectives of media partners and brand marketers, this workshop will give mid to senior marketing and media professionals the insight and practitioner advice on the use of native advertising for today’s strategy in a digital world.
Click here to book your place today. You can also download the infographic from our latest Native Breakfast series, sponsored by The Journal and featuring Mark Brennan, Head of Digital Marketing & Innovation, AIB. |
IAB Europe Metrics and KPIs survey - Deadline Extended & Interact 2017 |
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 IAB Europe has extended the deadline for this survey and invites the industry to share insights about their measurement priorities and what would help drive more long-term brand advertising investment into digital media.
Those who complete the survey will receive a copy of the results outlining the priorities of the industry in terms of measurement, metrics and KPIs.
The survey will take no longer than 15 minutes and will close on Friday 28th April.
Take the survey now
 Interact is known as the premier gathering of the digital advertising industry within the network of IAB Europe, whose mission is to be the voice of digital business and the leading European-level industry association for the digital advertising ecosystem.
Every year and for eleven years running, Interact has welcomed up to 400 delegates from all over Europe and North America, ranging from Advertisers, Publishers, Ad Tech companies, Media agencies and Creative Agencies.
Please click here to download the preview programme which provides a comprehensive overview of the overall theme, the sub-themes, and the range of high-level speakers, sponsors and media partners that will make Interact 2017 a successful discussion this year. Click here to book your place today.
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