Digital advertising in Ireland grew by 11% in 2024 to €1.06bn, the first time it has breached the €1bn mark according to the latest IAB Ireland Adspend report which was carried out by IRM.
According to IAB Ireland and IRM, display advertising, which includes social, grew by 13% to €669m in 2024. This was largely driven by the growth in growth in video (+20% year-on-year) and social which grew by 16% to €515m.
Search advertising, meanwhile, grew by 6% to €331m while classified advertising was up 7% to €59m, giving it a 6% share of total digital adspend.
According to Suzanne McElligott, CEO, IAB Ireland: “It is great to see Irish digital adspend surpass the €1 billion mark for the first time in 2024 with double digit growth of 11% Year on Year. The strong performance of video and social across the globe has also been seen in the 2024 Irish market with total video adspend up 20% and social amounting to 77% of all display adspend in 2024. We also call out particularly strong growth of 25% for broadcaster/publisher video and 18% growth Year on Year for other engaging publisher display formats”.
Madeleine Thor, CEO IRM added: ”Video continues to be a dynamic driver of digital advertising in 2024 with 20% growth YoY. This video growth breaks down into 20% growth in adspend for social video and 25% for broadcaster/publisher video. It is not surprising that adspend participants predict that video will continue to be a top growth driver for adspend in 2025.”
IRM measures digital adspend across Denmark, Finland, Norway, Sweden and Ireland. According to the company, 23 leading publishers/media owners and two ad networks/sales houses and eight media buying ad agencies participated in the study, many of whom represent multiple websites.
Google, Meta (including Instagram), Twitter, Snapchat, Pinterest, LinkedIn do not submit data to IRM. Adspend for these companies is calculated using econometric modelling based on IRM’s proprietary model.
