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Hello <<First Name>>,

Welcome to Digital Direction – the monthly newsletter from IAB Ireland, the trade organisation for Digital Advertising in Ireland.

In this month's edition we review the latest reports and analyses released on Digital Media, many of which have been newly updated with data and insights for the Irish market, as we reach the half-way point of 2015.

We also announce the theme for IAB Mobile Connect 2015, our annual Mobile conference, on October 29th: 'Mobilising your Marketing Mix'.

We focus on Programmatic Advertising via our two recent blog posts and highlight our Mobile Advertising Effectiveness case-study Infographic.

Did you miss any previous editions of the Digital Direction newsletter? Visit our Newsletter Archive here to catch up.

All the best

The IAB Ireland Team

'Mobilise your Marketing Mix' @ IAB Mobile Connect 2015

The need for Brands to embrace a 'Mobile First' strategy has been a key message for a while however, the extent of Mobile penetration in Ireland has reached new levels in recent months. 

Irish consumers with 3 or more connected/mobile devices has now reached 61%, with the EU average at 48% and the UK reporting 64% (source: Consumer Barometer by Google, June 2015). 

53% use their smartphone for going online more than for calls or texts, and more than 1 in 3 minutes spent online are on mobiles. 

So, consumers are becoming Mobile First – but are Irish brands? A brand’s mobile strategy needs to be a central pillar of your marketing mix. With this in mind, we are delighted to announce the theme for this year's conference - 'Mobilising your Marketing Mix'

If you're working in Marketing or Advertising, this is a must attend morning conference - you'll come away with practical and inspiring ideas for how your organisation or clients can embrace the mobile opportunity.

Speakers to be announced - 
for more and to book at early bird rates click here.

Gold Sponsor:                                                                       Media Partner 
.                                                  IAB Ireland events, in partnership with:

Digital Media, key trends & analysis - new Irish findings

In the last few weeks, various reports have been released on the performance of Ireland in relation to Digital Media consumption, penetration and use. A summary of some of the key findings from each, are below:

The Reuters Institute's Annual Digital News Report for 2015 included Ireland for the first time this year. Findings include, 

  • Online now stands as the greatest source of news in Ireland with 41% of those surveyed seeing it as their prime resource.  
  • 52% of Irish smartphone users now use their device to access news.
  • 49% of the Irish who were surveyed said they now use Social media as a source of their news.
  • The participatory nature of online news (commenting, sharing etc) is reflected in the results - Ireland's participatory level is 80%.

View the full Reuters Institute's Annual Digital News Report here.


The IAPI Irish Industry Census 2015, reports growing confidence amongst MDs of agencies, there is an increase of 357 people working in agencies and many agencies are reporting that clients are slowing coming back into investment mode.

View the full IAPI Irish Industry Census 2015 here.


The AdEx Benchmark 2014 research by IAB Europe reported that the online advertising market in Europe great by 11.6% to a market value of €30.7bn in 2014.   Moreover, the Irish market was Number 1 in the category "Market Growth - Display & Search Online Advertising" and Number 2 for 'Total Digital Adspend' category.

View the full AdEx Benchmark 2014 here.


The latest Consumer Barometer from Google has released its latest findings, with some additional Irish data also being included on the behaviour of the Irish shopper online, the consumption of video and the number of devices per Irish household. This interactive online tool also has a Graph Builder functionality, which enables the slicing and dicing of the various data. Market data is available for 56 markets globally.

Read our blog post on the Consumer Barometer.  Or view the Consumer Barometer by Google here.


Focus on Programmatic 

As a follow on to our successful 'Programmatic for Publishers' workshop held earlier this month, we have added two new blog posts to our IAB Ireland blog from guest presenters at the workshop: Quantcast and iProspect.

Quantcast wrote about the 'New RTB formula: Fresh data + individual targeting = great results'.   Real-time Bidding (RTB), a key component of the programmatic advertising revolution, represents a massive platform change in the way advertising works online by bringing the relevance and efficiency of search to display. Various tips are offered, including targeting at the impression level and ensuring data relevancy and the accuracy of data sources. Read the full blog post here.

The iProspect blog post titled 'Programmatic Search: What it is, What it isn't, What it will be' is a great introduction to Programmatic for the novice reader. It compares Real Time Bidding with Paid Search, hypothesising on what Programmatic Search would look like if it existed; with many layers of targeting potentially being available for online ads. Read the full blog post here. 

Mobile Advertising Effectiveness Case-study - new infographic

In October 2014, in conjunction with Red C and Innocent Super Smoothies,
we conducted research on the effectiveness of Mobile Advertising.
The results were impressive with an 8% increase in audience reach for brand awareness. The research was based on a mobile-only advertising campaign.

To further highlight the importance of this research and need for Irish brands to be "mobile-ready", we have created an infographic to summarise the the results of the research.

View the full case-study report: Effectiveness of Mobile Advertising Case-study 

In brief: The IAB Ireland News Round-up

Did you miss IAB Video Connect 2015 last month? - view our event archive, which includes a gallery, speaker presentations to download & the event media coverage

AdEx Benchmark Study 2014 webinar - will be hosted by IAB Europe on July 2nd, 2015

Multi-screening behaviour and media planning webinar - will be hosted by IAB Europe on July 14th, 2015

Congratulations to the Irish winners at Cannes Lions: Rothco and Eighty Twenty - visit the official Cannes Lions 2015 site to find out more


Copyright (C) 2015 IAB Ireland All rights reserved.
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