We value your privacy

We use cookies to enhance your browsing experience, serve personalized ads or content, and analyze our traffic. By clicking "Accept All", you consent to our use of cookies.

Customize Consent Preferences

We use cookies to help you navigate efficiently and perform certain functions. You will find detailed information about all cookies under each consent category below.

The cookies that are categorized as "Necessary" are stored on your browser as they are essential for enabling the basic functionalities of the site. ... 

Always Active

Necessary cookies are required to enable the basic features of this site, such as providing secure log-in or adjusting your consent preferences. These cookies do not store any personally identifiable data.

No cookies to display.

Functional cookies help perform certain functionalities like sharing the content of the website on social media platforms, collecting feedback, and other third-party features.

No cookies to display.

Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics such as the number of visitors, bounce rate, traffic source, etc.

No cookies to display.

Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.

No cookies to display.

Advertisement cookies are used to provide visitors with customized advertisements based on the pages you visited previously and to analyze the effectiveness of the ad campaigns.

No cookies to display.

My Account
  • Advertisers
  • Publishers
  • Inventory
  • Bonus
  • Blog
  • Help
Get Started
  • Advertisers
  • Publishers
  • Inventory
  • Bonus
  • Blog
  • Help
Get Started
  • Advertisers
  • Publishers
  • Inventory
  • Bonus
  • Blog
  • Help
  • Advertisers
  • Publishers
  • Inventory
  • Bonus
  • Blog
  • Help
Marketing Blog
Digital MarketingMobile MarketingNative AdvertisingProgrammatic

Programmatic now accounts for one-third of digital display advertising

April 7, 2017

Most consumers are mobile-first and advertisers are allocating their digital budgets accordingly.

Digital is now the number one advertising channel in the Irish market and, as more consumers go mobile-first, programmatic is taking its share, already capturing 33pc of display spend.

The latest IAB Ireland and PwC Online Adspend Study revealed that digital ad spend in the Irish market was up by 31pc, with a total spend of €445m.

‘IAB Ireland’s members are also committed to testing new IAB LEAN ad formats, which are lighter and less interruptive of users’ online experience’
– SUZANNE MCELLIGOTT

About €231m of this is spent on mobile, ahead of €214m on desktop.

Display advertising had the highest growth rate among ad formats, up 44pc and representing €197m in 2016.

Paid-for search ads were up 26pc and remain the dominant digital ad format, with 49pc of the total digital ads market at €219m.

Within display, social media spend reached €114m, up from €49m in 2015.

Video advertising grew 91pc to reach €47m in 2016, reflecting a strong appetite for this format.

Native advertising spend reached €82m, up 82pc from €45m in 2015.

Programmatic for the people

For the first time, the results included programmatic advertising – the automated placement of digital display ads – revealing that 33pc of display ad spend is done in this way.

“Digital is now recognised as the number one advertising channel in the Irish market,” said Suzanne McElligott, CEO of IAB Ireland.

McElligott said that the advertising industry – threatened by the rise of ad-blocking tools such as Adblock – has learned an important lesson and is focusing on improving the end-user experience.

“With this remarkable growth over recent years, the digital advertising industry is entering a phase of maturity and this brings recognition of responsibility to both consumers and advertisers,” she said.

“IAB Ireland is leading in this role with important initiatives such as the Coalition for Better Ads, research dedicated to improving consumers’ experience of online advertising.

“IAB Ireland’s members are also committed to testing new IAB LEAN ad formats, which are lighter and less interruptive of users’ online experience. IAB’s ongoing commitment to these cross-industry initiatives developed in partnership with key industry stakeholders ensures that the Irish market is well placed to deliver a responsible and innovative digital ad industry,” McElligott said.

___
by John Kennedy

digital display advertising marketing mobile advertising native ads programmatic ads
1575 Views
5 overlooked but rewarding mobile engagement strategiesPrev5 overlooked but rewarding mobile engagement strategiesApril 6, 2017
Do search ads work?April 10, 2017Do search ads work?Next
Categories
  • Agile Marketing 1
  • Blogging 52
  • Content Marketing 47
  • Digital Marketing 63
  • E-Commerce 26
  • E-mail Marketing 26
  • Influencer Marketing 15
  • Marketing Industry 102
  • Mobile Marketing 44
  • Native Advertising 19
  • Programmatic 21
  • Push Notifications 92
  • SEO Optimization 62
  • Social Media 61
  • Video Marketing 15
  • Webmaster's Tools 11
Recent Posts
  • Clicks Are Great — But What About The Conversions?
    Clicks Are Great — But What About The Conversions?
    May 2, 2025
  • Unlocking Brand Growth: Strategies For D2C And E-commerce Marketers
    Unlocking Brand Growth: Strategies For D2C And E-commerce Marketers
    April 25, 2025
  • Why Native Digital Advertising is the Future of Online Marketing
    Why Native Digital Advertising is the Future of Online Marketing
    February 6, 2025
Advertisers
  • Advertising Platform
  • Traffic Inventory
  • Free Ad Credits
  • New Account
Publishers
  • Traffic Monetization
  • Payout Methods
Ad Formats
  • Push Notification
  • Pop-under
  • Display
  • Native
Resources
  • Knowledge Base
  • Marketing Blog
  • DailyClicks API
  • Help Center
Company
  • About DailyClicks
  • Service Status
  • Technology
  • Contact
Download App App Store Google Play
Follow Us Facebook Twitter YouTube
© 2025 DailyClicks. All rights reserved.
Money Back Guarantee|Privacy Policy|Terms of Service