Digital ad spend to decrease 10 to 20% in Ireland this year, industry members predict

IAB Ireland said last month that, recognising the impact of COVID-19, advertisers/agency members predict a 10-20% decrease in digital ad spend in 2020, while also predicting that digital adspend will rebound in Q3/Q4 in 2020.

Irish digital advertising spend grew by 17% last year, according to the latest IAB / PwC Online Adspend Study, published last month. Total digital ad spend in Ireland was €673m, reflecting year-on-year growth of 17% for 2019. Search grew by 7% to €306m. Display advertising grew by 30% to €326m in 2019, which was driven by the growth of Social with a 39% year on year (YoY) increase and Video with a 42% YoY growth rate.

“IAB Ireland’s survey on the impact of COVID-19 found that advertiser/agency participants predict a 10-20% reduction in digital ad spend in 2020. Seventy-three percent of advertisers/agency participants believe that digital advertising will rebound in Q3/Q4 2020 and we are working with all our members to assist them in their plans to reactivate online ad spend” said Suzanne McElligott, CEO, IAB Ireland.

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