Market Insights Advertising & Media Advertising

Social Media Advertising - Ireland

Ireland

In Ireland, ad spending in the Social Media Advertising market is projected to reach €415.80m in 2024.
The country is expected to experience an annual growth rate (CAGR 2024-2029) of 11.63%, resulting in a projected market volume of €720.80m by 2029.
In a global context, the majority of ad spending will be generated China, with an estimated €78,490.00m in 2024.
Within the Social Media Advertising market in Ireland, 67% of total ad spending is anticipated to be generated through mobile by 2029.
Additionally, the number of users in the Social Media Advertising market in Ireland is expected to amount to 4,999.0k users by 2029.
In Ireland, social media advertising is increasingly prioritizing local content, as brands seek to resonate more authentically with the culturally rich consumer base.

Key regions: United States, France, Japan, Europe, Germany

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Analyst Opinion

The Social Media Advertising market in Ireland has seen significant growth in recent years, driven by changing customer preferences and the increasing importance of digital advertising in the global market.

Customer preferences: Irish consumers are increasingly turning to social media platforms for entertainment, news, and communication. With the rise of smartphones and the availability of high-speed internet, social media has become an integral part of people's daily lives. As a result, advertisers are recognizing the potential of reaching their target audience through social media platforms.

Trends in the market: One of the key trends in the Social Media Advertising market in Ireland is the shift towards mobile advertising. As more people access social media platforms through their smartphones, advertisers are investing in mobile-friendly advertisements to capture the attention of their target audience. This trend is expected to continue as smartphone penetration continues to increase. Another trend in the market is the growing importance of video advertising. With the popularity of platforms like YouTube and Instagram Stories, video ads have become an effective way for brands to engage with their audience. Advertisers in Ireland are increasingly incorporating video content into their social media advertising strategies to capture the attention of their target audience. In addition, there is a growing trend towards personalized advertising. With the vast amount of data available on social media platforms, advertisers can target their ads to specific demographics, interests, and behaviors. This level of personalization allows brands to create more relevant and engaging advertisements, increasing the likelihood of conversion.

Local special circumstances: Ireland has a relatively small population compared to other countries, which presents both opportunities and challenges for social media advertising. On one hand, advertisers can reach a highly targeted audience with relatively low competition. On the other hand, the smaller market size means that advertisers need to carefully consider their budget allocation and targeting strategies to maximize their return on investment.

Underlying macroeconomic factors: The strong economic growth in Ireland has contributed to the development of the Social Media Advertising market. As the economy continues to expand, businesses are investing more in marketing and advertising to capture the growing consumer demand. This has led to an increase in social media advertising expenditure as businesses recognize the importance of digital channels in reaching their target audience. Furthermore, the high internet penetration rate in Ireland has created a favorable environment for social media advertising. With a large portion of the population actively using social media platforms, advertisers have a wide reach and can effectively engage with their target audience. In conclusion, the Social Media Advertising market in Ireland is experiencing growth due to changing customer preferences, such as the increasing use of mobile devices and the popularity of video content. Advertisers are also leveraging the power of personalized advertising to engage with their target audience. The local special circumstances, such as the smaller market size, require advertisers to carefully consider their budget allocation and targeting strategies. Overall, the strong economic growth and high internet penetration rate in Ireland contribute to the development of the Social Media Advertising market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.