By Luís Daniel Rijo in Display News — May 1, 2022

Total digital ad spend in Ireland reaches €830m in 2021, a growth of 27%

Total digital ad spend in Ireland reached €830m in 2021, a growth of 27% year-on-year.

IAB Ireland / PwC Online Adspend Study

IAB Ireland last month released the IAB Ireland / PwC Online Adspend Study. Total digital ad spend in Ireland reached €830m in 2021, a growth of 27% year-on-year.

IAB Ireland ad spend participants predict digital ad spend growth in 2022 of 15% on average.

In 2021, online display advertising grew 40% to €498m, with Social and Video cited as the primary drivers. Video advertising grew by 53% in 2021. Spend on Display excluding Social grew by 28% to €112m in 2021. Search advertising grew by 10% to €288m. Search has a share of 35% of the total Irish digital advertising market.

“2021 saw a dramatic take off in eCommerce as businesses increasingly adopted digital channels to recruit, engage and fulfil consumers during the pandemic. The strong 27% digital adspend growth recorded in 2021 reflects digital moving centre stage for Irish advertisers from SMEs to large local and global brands,” said Suzanne McElligott, CEO, IAB Ireland, commenting on the study results.

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