IAB 2016 Digital Ad Spending

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There was an interesting report released by AIB Europe in late June where it showed the meteoric rise of digital spending across Europe in 2016. The topline was that digital spending in Europe grew by 12% in 2016 compared to 2015m with the market now worth €41.9 billion per annum. The big mover was “mobile display” which grew by 53% in the year and it accounts for 33% of the ‘display’ market.

Across Europe the market loos in good shape except for spend on print and OOH.


Looking towards home, the in the Republic of Ireland we spent €444 million on digital in 2016 up from €338 million in 2015. This is a 32% growth year on year making us the third fastest growing country in Europe in terms of digital spending.

Here’s a breakdown of the spend per category in Ireland according to the IAB. Within those figures there will be duplication i.e. some of the number for mobile will be contained in display and paid search.

  2016 2015 Ch
Display 196 135 45%
Classified 29 27 7%
Paid Search 196 175 12%
Mobile 100 51 96%
Video 47 24 96%

An interesting portion of the research was the top twenty sites in Ireland. This was a snapshot by comscore in December 2016. One point is that the table differs markedly from the table in 2015. The reach is much lower across the table than the previous year and it may simply be a change of methodology.

Anyway looking at the table we see that Google, Microsoft and Facebook are streets ahead of other sites. Interestingly, it puts the Irish Times site ahead of the Independent’s by some 32,000 per month. RTE is behind both at 477,000 and the Daily Mail pulls in 338,000.

To p   2 0   s i t e s     i n   I re l a n d  
Media/Measures Visitors (000) % Reach
Total Internet 2,909 100.0
Google Sites 2,448 84.2
Microsoft Sites 1,747 60.1
Facebook 1,222 42.0
Yahoo Sites 882 30.3
Amazon Sites 865 29.7
Distilled SCH 832 28.6
Irish Times Group 546 18.8
Independent News & Media 514 17.7
Wikimedia Foundation Sites 498 17.1
RTE.IE 477 16.4
Linkedin 475 16.3
eBay 465 16.0
BBC Sites 460 15.8
Apple Inc. 451 15.5
BitTorrent Network 438 15.1
Dropbox Sites 438 15.1
Spotify 343 11.8
TripAdvisor Inc. 339 11.7
Mail Online / Daily Mail 338 11.6
Valve Corporation 320 11.0