New Report Offering Detailed Analysis on Attitudes to Advertising in Ireland


Published on : Sep 07, 2017

Albany, New York, September 7, 2017: A recent report “Attitudes to Advertising - Ireland - August 2017” has been added to Market Research Hub’s database. The report offers insights on the overall sentiment towards advertising in Ireland, providing an estimate on the advertising revenues in NI and RoI.

Advertising is the best way to communicate to the customers and we all know what it means to the companies to increase their reach to the target customers. In the Republic of Ireland, 2016 had been the third consecutive year of growth in advertising investment levels. However, this increase in 2016 was less than the actual market forecasts due to uncertainty in relation to Brexit, Trump and domestic issues.

Northern Ireland had a huge impact, with ad spend down by 0.3% for the year. Despite the concerns, it is anticipated that overall advertising investment in 2017 will be in line with economic growth. The report throws light on how social media platforms remain a key and most effective online advertising channel. Majority of advertisers use social media and invest heavily to target the right audience and increase traffic to their websites. Advertisers believe social media gives immense exposure to their businesses in increasing brand awareness, higher conversion rates and more customer satisfaction.

As per the report, television has been the most effective offline channel in 2016. TV advertising is one of the most popular ways of setting up a mass communication nationally and internationally. TV advertisements can tap very large audience, generate awareness and establish preferences towards products and services.  Television advertising allows advertisers the flexibility to use different resources and combinations of audio, video and text to make ads create powerful impact on audiences thereby becoming most preferred channel among for advertisers in offline category.

Due to growing popularity of online channels, newspaper ad revenue continued to decline in 2016. The revenue was not as per the forecasts that were made at the beginning of the year. Owing to this, many newspapers have not started to focus on websites rather than print.

The report also provides details on top five social media networks that consumers log on to regularly (i.e. log on at least once per week), in NI and RoI, April 2017. It provides a detailed comparison between the reach of Facebook audience versus ONS population estimates.

As more companies opt for advertisements online, there is an increase in users that block the ads. The report focuses on how usage of Ad-block software continues to increase no matter how hard tech giants like Facebook and Google try to outsmart it. There is an increase in percentage of Internet users opting for Ad-blockers in 2016 to avoid being tapped by digital advertisements while they surf.

The report also touches upon the top concerns for marketers regarding the General Protection Regulation. The report also offers analysis on the competitive strategies of key players in the market. Overall, the report is a detailed source of information for stakeholders in the Ireland advertising sector.

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