Market Insights Advertising & Media Advertising

In-App Advertising - Ireland

Ireland

Ad spending in the In-App Advertising market in Ireland is anticipated to reach €357.60m in 2024.
The sector is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 7.56%, leading to a projected market volume of €514.80m by 2029.
The average ad spending per mobile internet user in the In-App Advertising market in Ireland is forecasted to be €70.26 in 2024.
When compared globally, China is set to generate the highest ad spending, reaching €121.20bn in 2024.
Ireland's in-app advertising market is experiencing rapid growth, with a focus on native ads to engage users seamlessly within apps.

Key regions: United Kingdom, United States, India, Europe, China

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Analyst Opinion

The In-App Advertising market in Ireland has been experiencing significant growth in recent years.

Customer preferences: In Ireland, like in many other countries, there has been a shift in consumer behavior towards mobile devices. With the increasing popularity of smartphones and tablets, more and more people are spending their time on mobile apps. This has created a lucrative opportunity for advertisers to reach their target audience through in-app advertising.

Trends in the market: One of the key trends in the In-App Advertising market in Ireland is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making the process more efficient and cost-effective. This trend is driven by the growing demand for personalized and targeted advertising, as advertisers are able to leverage data to deliver relevant ads to their audience. Another trend in the market is the rise of native advertising. Native ads are designed to seamlessly blend in with the app's content, providing a non-disruptive and engaging user experience. This type of advertising has gained popularity in Ireland as it allows advertisers to deliver their message in a more subtle and less intrusive way.

Local special circumstances: The In-App Advertising market in Ireland is also influenced by local special circumstances. Ireland has a high smartphone penetration rate, with a large percentage of the population owning a smartphone. This provides a fertile ground for in-app advertising, as advertisers have a wide audience to target. Additionally, Ireland has a strong tech industry, with many innovative startups and companies specializing in mobile app development. This creates a favorable environment for the growth of the In-App Advertising market, as there is a constant stream of new apps being developed.

Underlying macroeconomic factors: The growth of the In-App Advertising market in Ireland can also be attributed to underlying macroeconomic factors. Ireland has a strong economy and a high GDP per capita, which means that people have more disposable income to spend on mobile apps and in-app purchases. This creates a larger market for advertisers to tap into, as consumers are more willing to engage with in-app ads. In conclusion, the In-App Advertising market in Ireland is experiencing significant growth due to customer preferences for mobile devices, the adoption of programmatic advertising and native advertising, local special circumstances such as high smartphone penetration and a strong tech industry, and underlying macroeconomic factors such as a strong economy and high disposable income.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.