The IAB PwC Online Adspend Study has recorded almost 20% growth in online adspend for 2011 with ad revenues of €132 million compared to €110 million in 2010.
This year, the most popular formats were unsurprisingly search, display and then classifieds.
Search: Paid for listings was the largest single format with a 42% share of the online market, search accounted for 44% of online ad revenues in 2010.
Display: Display advertising accounted for 38% of online adspend in 2011 compared to 31% in 2010. Growth in Display advertising on social media sites as well as new advertisers embracing Display contributed to the growth of this format
Classified: Classified advertising remained flat in 2011 and
accounted for a 20% share of online adspend compared to
a 25% share in 2010. Classified refers to sites such as donedeal.ie and eBay etc.
Telecommunications at 12%, was the top-spending category for Display adspend in 2011, FMCG and Entertainment and Media are in joint second place each holding an 11% share of display adspend.
When it comes to overall media spend, Print still reigns supreme (for now) with TV in second and then online in third place. What’s interesting to note is in the UK Digital is second to TV and in 2013, online advertising is set to overtake print globally (finally!) according to Aegis Media.
One to ponder, when will digital overtake print in Ireland???
