Digital advertising grew by 17% in 2018 according to IAB / PwC report

Press release from PWC on Digital Spends in Ireland.

The latest IAB / PwC Online Adspend Study has revealed that spending on digital advertising in Ireland grew to €574m in 2018. Digital advertising spend in the Irish market reached €574m last year according to the results.

Display advertising grew by 18% to €250m in 2018, this growth was driven by social with a 31% growth rate year on year, and video with a 34% growth rate year on year.

Search advertising grew by 17% in 2018 with an advertising spend of €286m and a share of 50% of the total Irish digital advertising market.

Classified advertising online performed strongly with a 10% growth rate year on year and a 7% share of the total 2018 online advertising spend at €38m.

The IAB has been working with PwC since 1997 to survey the value of online advertising spend in Europe and North America.

Commenting on the study results, Shane Nolan, chairman of IAB Ireland Board and director of New Business Sales EMEA at Google said: “Ireland’s 2018 digital Adspend of €574m reflects a strong 17% growth rate in our market. IAB Ireland and its members are focused on maintaining this positive momentum and building a sustainable future for the Irish digital advertising industry.”

Suzanne McElligott, CEO IAB Ireland added: “The IAB PwC Online Adspend report is one of our most important projects with the annual announcement of results anticipated by the industry. With the introduction of IAB Brand membership in 2019 we are dedicated to developing outputs to assist advertisers in maximising their digital knowledge and expertise as well as driving cross industry collaboration to the benefit of the Irish digital ecosystem”

Commenting on the survey results, Nuala Nic Ghearailt, manager, PwC, added: “The digital advertising market in Ireland continues to show a robust growth level of 17%, which is driven largely by increased spend on search, particularly mobile search, VoD and social media. The increased use of programmatic trading in the Irish market also supports increased efficiencies of targeting, buying and reporting.”

ENDS

Click to view the original

Nice infographic with this and other desk research from the IAB. Source: https://iabireland.ie/

Deloitte – Mobile Consumer Survey 2018

Key Findings

  • 93% of Irish consumers own or have access to a smartphone.
  • 97% of people have access to some form of mobile phone (smartphone/phone).
  • The number of +65 year olds with access to an e-reader has increased from 30% to 45%.
  • Access to tablets among the 65+ market has grown from 57% in 2017 to 70% in 2018.
  • 82% of consumers have access to a connected device.
  • 33% of Irish consumers use their smartphone to monitor their fitness levels.
  • 81% of Irish people consider the quality and coverage of their mobile network’s data coverage to be very important
  • 76% of Irish 18-24 year olds have a “pay as you go” contract.
  • 68% of Irish consumers use their phones to check their personal email at least once a day.
  • Irish smartphone users look at their phones 55 times a day on average.
  • 13% of Irish people admit to checking their phones over 100 times a day.
  • 56% of Irish smartphone users think they use their phones too much against 39% in the UK.
  • 79% of Irish people use their smartphones for work related business activities.
  • 73% of people have used mobile/online banking on their phones (5% increase on last year)
  • 39% of Irish people regularly use fingerprint recognition to unlock their device and authorise transactions.
  • 68% of 18-24 year olds watch live videos or stories on social media on a daily basis.
  • 27% of people stream a film or TV series at least once a week.
  • 87% of consumers are concerned about how online companies share their personal data with third parties.

Mobile Consumer Survey 2018 report

About the research

The Irish cut is part of Deloitte’s Mobile Consumer Survey – sample for Ireland covering over 1,000 respondents aged 18-75.

https://www2.deloitte.com/ie/en/pages/technology-media-and-telecommunications/articles/global-mobile-consumer-survey0.html

Review of BCAP’s guidance on the use of superimposed text in TV advertising

 

Revisions to the guidance will set a higher bar in the following areas:

 Particularly significant qualifying information should be given sufficient emphasis; this may include holding certain information on screen for longer.
 A stricter approach to contrast between the supers and background should be taken.
 Use of shadowing and edging effects to improve legibility will be further discouraged owing to its potential to blur text.
 Greater care should be taken over the choice of typeface to avoid the use of ‘stretched’, elongated text.
 Supers should be placed at the bottom of the screen and centred.
 Shorter, centred supers are preferable to the use of full-line supers.
 Marketers must take care to avoid a detrimental impact on viewers when their attention is drawn to other ad content, including imagery or written messaging, at the same time as a super.
 Where numbers are presented in a super, viewers should not be expected to make additional calculations in order to have full understanding of the information presented.

There will be a two-stage transitional period. The revised guidance will come into effect on 1 March 2019. Initially, the ASA will seek to resolve cases informally, issuing advice based on the guidance to advertisers on how to improve potentially problematic supers. It will start to consider cases formally from 1 September 2019.

Read the full document here BCAP guidance

https://www.asa.org.uk/resource/cap-s-regulatory-statement-on-superimposed-text.html

Top 50 TV for 2018

Top Programmes 2018

Below is the list of the Top 50 Programmes on Televsion in Ireland in 2018. The highest rating of all programmes in 2018 was The Late Late Toy Show again1. Interestingly when it comes to entertainment shows, Room to Improve, Mrs Browns Boys and I’m a Celebrity Get Me out of Here all performed exceptionally well, making it into the top 15 shows of the year1.  Home-produced programmes and soaps continued to dominate the top of the ratings chart across all channels.

Sport was a big winner this year again accounting for more than half of the top 50 programmes of the year.  Ireland’s Grand Slam 6 Nations clash against England was the most watched sporting programme of the year.

Weather plays a big role in Irish life and this was reflected in the TV viewing data.  The Beast from the East hit us for a week in March meaning we stayed glued to our sets for an incredible average of 4hr 5mins every day during that week2.

Looking at the Top 50 programmes we can see that “Live” programmes and Events are what audiences want to watch and that’s where a key strength of TV broadcasters lies. TV broadcaster’s ability to provide this content to mass audiences is what makes TV stand out as the super medium.

Source: TAM Ireland Ltd / Nielsen TAM
1 Top Programmes based on Individuals 4+, All Subscribing Channels,  Averaging Option: Any Day, Any Time, Best Episode, Minimum Duration 10 Minutes
2 Based on Average Daily Viewing for week of 26th February – 4th March 2018
Analysis based any time, any  day, best episode.

The battleground for your Screentime starts here …

@MarkRitson used this Morgan Stanley chart showing Australian advertising spend by medium over the last 5 decades to demonstrate how the Internet (essentially #facebook and #alphabet) has hammered Newsprint.

 

The battleground for your screentime begins in earnest with Amazon looking to eat the established players Lunch.

Thanks to @eirSport and #TAM_Ireland for hosting a stimulating gig at the Aviva

#advertisingworksandneedstosellitselfbetter

Ritson also used this chart from Les Binet and Peter Field which shows the incremental sales effectiviness of long term brand building – using a lead and secondary medium – and not just tactical direct advertising in your brand campaigns.

View 10 charts from Les_Binet and_Peter_Field

It’s also worth referring to this Ebiquity study when planning your 2019 activity too.

Know your WTF from your NSFW

  • The short story of a brief dictionary of digital terms and how to get your free copy

We’ve all been there.  The moment when the conversation veers to some phrase or cluster of letters that everyone else except you seems to understand.  Depending on your audience, do you laugh and nod as if you know what they are talking about, swiftly change the subject, or surreptitiously tap the words into a search engine when no-one is looking?

You probably know YOLO and eventually realised that LOL was laugh out loud and not lots of love (which it used to be!), maybe you know NIMBY, BAE or IMHO, but what about LA, KYC, ICYMI or IO?  It’s impossible to know everything, but with more and more acronyms in common usage at work, are you keeping up or even keeping pace?  Maybe you deal with it by going AWOL, throwing shade or ROLF.

Indeed, you may not realise that some words are acronyms at all, so completely they have been swallowed by the English language, such as SCUBA (Self Contained Underwater Breathing Apparatus), TASER (Thomas A. Swifts Electric Rifle), RADAR (Radio Detection and Ranging), IMAX (Image Maximum) or SWAT (Special Weapons And Tactics).  Some acronyms such has TAG have up to as many as 129 different meanings.

Industrialisation of the military in the 1940’s was a major driver of acronyms into the English vocabulary – largely because of new technologies and complicated names, but abbreviations have moved apace since then.  People want to communicate and be understood with the minimum of effort and we do this by fitting as much text as possible into as small a space as possible, by pressing the least number of buttons that we can. One emoji now paints a picture and the urban dictionary is constantly evolving.

These days, you need to know your IRL from your HTML, but if you don’t, integrated communications agency McConkey Associates can help you out with that. They have put together a brief dictionary of digital terms to shine a light for those of us who need a bit of enlightening, so are you literate in contemporary shorthand?

If you aren’t sure about your MFA, CSS, API, DSP or SSP, get a free copy of ‘Know Your WTF from Your NSFW: A brief dictionary of digital terms’ from McConkey Associates by contacting info@mcconkey.media. Please state whether you’d like a soft or hard copy and include your name, email and postal address.