According to IAB Europe, Ireland saw a 29pc rise in digital ad spend in 2015, far outstripping any European rivals. The UK’s ad spend grew by 16.9pc while the EU average growth was 13.1pc.
IAB Europe also noted that online advertising grew 13.1pc to a market value of €36.2bn in 2015 surpassing the €33.3bn European TV market.
According to Townsend Feehan, CEO of IAB Europe, “These results confirm the lead position for digital advertising in the European media landscape echoing today’s digital first consumer environment. Given the ever-increasing contribution of digital advertising to the economy and its role in the delivery of digital content and services we must continue to foster European innovation and empower our businesses to compete across the globe.”
Suzanne McElligott, CEO of IAB Ireland welcomed Ireland’s AdEx performance: “Ireland’s poll-position for digital adspend growth across the EU in 2015 has been driven by mobile advertising and the very strong 38% year-on-year growth in display spend, in particular video and social media display formats.”