Irish online advertising grows, but fails to keep up with the UK
By Erina Lin, Wednesday 6 February 2008 at 21:53 :: Advertising :: #1216 :: rss
According to research firm iReach, online advertising in Ireland is increasing, but has failed to keep pace with the UK.
Internet advertising accounted for 12 percent of total media advertising in the UK last year, but only accounted for 2.5 percent in Ireland. However, according to eMarketer, this may not be a fair comparison since the UK has one of the highest rates worldwide. Even the rate in the United States is lower - only 7.4 percent in 2007.
iReach predicts Irish online advertising would reach €55 million in 2008, making up 3.6 percent share of total media advertising. That is up from €35 million in 2007, according to eMarketer.
“Over 1.4 million people in Ireland now have access to the Internet, so perceptions of Ireland being switched off are no longer reflective of the true state of the market,” said Oisin Byrne, managing director of iReach.
New Internet access methods, such as mobile broadband, would help ensure the Irish market continues to expand, eMarketer reported.
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