Market Insights Advertising & Media Advertising

TV & Video Advertising - Ireland

Ireland

Ad spending in the TV & Video Advertising market in Ireland is forecasted to reach €465.30m in 2024.
The largest market is Digital Video Advertising with a market volume of €242.90m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching €131.40bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be €54.87 in 2024.
By 2029, the number of TV Viewers in Ireland is expected to reach 4.27m users.
Ireland's TV & Video Advertising market is experiencing a shift towards digital platforms, reflecting changing consumer behavior and technological advancements.

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

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Marché

Région

Comparaison de régions

Monnaie

Analyst Opinion

The TV & Video Advertising market in Ireland has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital platforms.

Customer preferences: Customers in Ireland have shown a strong preference for digital content and online streaming platforms. With the rise of smartphones and high-speed internet connectivity, consumers are increasingly watching TV shows, movies, and other video content on digital platforms such as Netflix, YouTube, and RTE Player. This shift in consumer behavior has led advertisers to allocate a larger portion of their budgets to digital advertising, including video ads on these platforms.

Trends in the market: One of the key trends in the TV & Video Advertising market in Ireland is the increasing use of programmatic advertising. Programmatic advertising uses automated technology to buy and sell advertising space in real-time, allowing advertisers to target specific audiences with personalized messages. This trend is driven by the availability of data and advanced targeting capabilities, which enable advertisers to reach their desired audience more effectively. As a result, programmatic advertising has gained popularity in Ireland, leading to increased investment in this area. Another trend in the market is the growth of mobile video advertising. With the widespread use of smartphones, consumers are spending more time watching videos on their mobile devices. Advertisers have recognized this trend and are investing in mobile video advertising to reach their target audience. Mobile video ads are often integrated into apps and mobile websites, providing a seamless experience for users. This trend is expected to continue as mobile usage continues to grow in Ireland.

Local special circumstances: Ireland has a strong creative industry, with a number of production companies and creative agencies operating in the country. This has contributed to the development of high-quality TV and video content, attracting both local and international advertisers. The availability of skilled professionals and state-of-the-art production facilities has further bolstered the TV & Video Advertising market in Ireland.

Underlying macroeconomic factors: The strong economic growth in Ireland has also played a role in the development of the TV & Video Advertising market. With a thriving economy and increasing consumer spending power, advertisers are more willing to invest in TV and video advertising to reach their target audience. Additionally, Ireland's membership in the European Union provides access to a larger market, attracting international advertisers and further driving growth in the industry. In conclusion, the TV & Video Advertising market in Ireland is experiencing significant growth due to changing customer preferences, the rise of digital platforms, and the adoption of programmatic and mobile video advertising. The country's strong creative industry and favorable macroeconomic factors have further contributed to the market's development. As technology continues to advance and consumer behavior evolves, the TV & Video Advertising market in Ireland is expected to continue its growth trajectory.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. 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, population, media consumption, internet users, consumer spending, and digital consumer spending.

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.