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Publisher Criticises Poor Mobile Ad Spend

Brian Fallon, Publisher of TheJournal.ie and Founder of Daft.ie

Irish advertising spend on mobile and print does not reflect changing media behaviours, according to new research by Brian Fallon, publisher of TheJournal.ie and founder of Daft.ie

Presenting his findings to delegates at this week’s DMX conference, Fallon said that the growth in smartphone and tablet adoption and its share of consumers’ media consumption, are not reflected in advertising expenditures.

He added that overall mobile spend was “out of sync” with print, whose share of consumers’ media consumption was in decline yet it still commanded a large percentage of advertising expenditure.

He points out that data sourced from Carat shows mobile currently accounts for a 10% “time share” yet only attracts a 1-2% share of advertising spend. By contrast, newspapers and magazines’ circulations have been in decline which is reflected in a fall in their “time share” to 6%. However, print commands a 25% share of advertising spend.

Brian Fallon said that in no other advertising category are there such large disparities. He added that mobile is an important channel for brands, given consumer usage trends and forecasts by RedC and others that usage will go from a current 50% to close on 100% by the end of the decade.

Fallon’s presentation can be viewed below.


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