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Attitudes towards Advertising - Ireland - August 2016

“Brands should look to soften their approach in delivering ads, particularly online, and use less data-heavy forms of advertising. Such an approach would be well received by mobile users frustrated by slow page load times, the impact that this has on their devices’ battery life and the cost in terms of data usage. This would help to improve the user experience and potentially see fewer consumers using ad-blocking software to avoid advertising.”
– James Wilson, Research Analyst

This report answers the following key questions:

  • What are the most effective advertising channels?
  • How do Irish consumers interact with advertising?
  • What are Irish consumers’ attitudes towards advertising?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Online advertising spend, RoI, 2009-15
          • Forecast
            • Figure 2: Indexed estimated advertising revenues, NI and RoI, 2011-21
          • Market factors
            • Ad-blocking moves to mobile devices
              • Social networks remain an important channel for advertisers
                • Newspaper advertising driven by ad agencies in 2015
                  • High device ownership presents advertising challenges
                    • Companies, brands and innovations
                      • The consumer
                        • TV advertising the most effective method of reaching consumers
                          • Figure 3: How effective consumers find different methods of advertising to be (1 being the most effective and 5 being the least effective), NI and RoI, June 2016
                          • Figure 4: Agreement with statements relating to advertising, NI and RoI, June 2016
                        • Irish consumers understand popular online services are funded by advertising
                          • Figure 5: Agreement with statements relating to advertising, NI and RoI, June 2016
                        • What we think
                        • Issues and Insights

                          • What are the most effective advertising channels?
                            • The facts
                              • The implications
                                • How do Irish consumers interact with advertising?
                                  • The facts
                                    • The implications
                                      • What are Irish consumers’ attitudes towards advertising?
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Advertising revenues continue growing
                                              • Ad-blocking moves to mobile devices
                                                • EU adopts new data protection rules
                                                  • Multiple device ownership presents challenges for advertisers
                                                  • Market Size and Forecast

                                                      • 2016 to see strong growth in advertising revenues
                                                        • Figure 6: Estimated advertising revenues, IoI, NI and RoI, 2011-21
                                                      • Spending on advertising to continue growing over the next five years
                                                        • Figure 7: Indexed estimated advertising revenues, NI and RoI, 2011-21
                                                      • Growth in online ad spend remains strong in 2015
                                                        • Figure 8: Online advertising spend, RoI, 2009-16
                                                        • Figure 9: Year-on-year growth rates for digital advertising formats, RoI, 2014-15
                                                      • Search dominates mobile advertising
                                                        • Figure 10: Breakdown of mobile advertising spend, RoI, 2013-15
                                                      • Spending on desktop display ads accelerates in 2015
                                                        • Figure 11: Breakdown of desktop advertising spend, RoI, 2013-15
                                                    • Market Drivers

                                                      • Ad-blocking goes mobile
                                                        • Figure 12: Global monthly active users (MAUs) of mobile ad-blocking browsers, January 2015-March 2016
                                                      • Social networks are key advertising platforms
                                                        • Figure 13: Top 5 social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
                                                      • EU approves new data protection measures
                                                        • 2015 sees ad agencies return to newspaper advertising
                                                          • Figure 14: Advertising revenue generated by newspapers (print and digital), RoI, 2011-15
                                                        • Communicorp introduce multiple radio adverts
                                                          • Device ownership high in Ireland
                                                            • Figure 15: Ownership of or access to mobile technology devices, NI and RoI, June 2015-June 2016
                                                          • Google to make ads load faster on mobile devices
                                                          • Companies and Brands – What You Need to Know

                                                            • JCDecaux introduces smart bus stops
                                                              • WOW air taps into influencer marketing
                                                                • Oral-B partners with Kiip to integrate moment marketing
                                                                  • Littlewoods use ad-sync to integrate TV and online advertising
                                                                    • Spotify launches Overlay Mobile and targeted ads
                                                                    • Competitive Strategies – Key Players

                                                                      • JCDecaux brings digital to bus shelters in Paris
                                                                        • WOW air uses influencer marketing to target Millennials
                                                                          • Tesco Mobile partners with Unlockd to reward customers
                                                                            • Littlewoods uses ad-sync technology to integrate TV and online ads
                                                                              • Spotify launches Overlay Mobile and targeted ads
                                                                              • The Consumer – What You Need to Know

                                                                                • TV ads most likely to gain consumers’ attention
                                                                                  • Irish consumers fast forwarding through TV advertising
                                                                                    • Consumers understand ads keep services free but still look to avoid them
                                                                                    • The Consumer – Effectiveness of Advertising

                                                                                        • TV remains the most effective type of advertising
                                                                                          • Figure 16: How effective consumers find different methods of advertising to be (1 being the most effective and 5 being the least effective), NI and RoI, June 2016
                                                                                        • Over-45s most receptive to TV advertising
                                                                                          • Figure 17: Consumers who rated TV advertising as ‘1’ (most effective), by age, NI and RoI, June 2016
                                                                                        • Radio advertising most effective in reaching young consumers
                                                                                          • Communicorp introduce multiple radio adverts
                                                                                            • Social network advertising more likely to gain women’s attention than men
                                                                                              • Figure 18: Consumers who rated advertising on social network feeds on webpages ‘1’ (most effective), by gender, NI and RoI, June 2016
                                                                                          • The Consumer – Interaction with Advertising

                                                                                              • Irish consumers using time-shifted TV to fast forward
                                                                                                • Figure 19: Agreement with statements relating to advertising, NI and RoI, June 2016
                                                                                              • Over-45s think amount of advertising has increased
                                                                                                • Figure 20: Agreement with statements relating to advertising, by age, NI, June 2016
                                                                                                • Figure 21: Agreement with statements relating to advertising, by age, RoI, June 2016
                                                                                              • Humorous advertising appeals to older consumers
                                                                                                • Figure 22: Agreement with the statement ‘I pay attention to advertising that makes me laugh’, by age, NI and RoI, June 2016
                                                                                              • Young Irish consumers most sceptical about advertising
                                                                                                • Figure 23: Agreement with the statement 'I think products are never as good as advertisements makes them look', by gender and age, NI and RoI, June 2016
                                                                                              • Special promotion adverts appeal to Irish women
                                                                                                • Figure 24: Agreement with the statement ‘I prefer advertising that informs me of special offers compared to advertising of brands’, by gender, NI and RoI, June 2016
                                                                                              • Parents would like stronger measures placed on advertising
                                                                                                • Figure 25: Agreement with statements relating to advertising, NI, June 2016
                                                                                                • Figure 26: Agreement with statements relating to advertising, RoI, June 2016
                                                                                            • The Consumer – Attitudes towards Advertising

                                                                                                • Consumers understand that ads keep services free to use
                                                                                                  • Figure 27: Agreement with statements relating to advertising, NI and RoI, June 2016
                                                                                                • Young consumers receptive to offline advertising
                                                                                                  • Figure 28: Agreement with statements relating to advertising, by age, NI, June 2016
                                                                                                  • Figure 29: Agreement with statements relating to advertising, by age, RoI, June 2016
                                                                                                • Offline advertising has a broad appeal among Irish consumers
                                                                                                  • Figure 30: Agreement with the statement ‘I prefer offline advertising (eg radio/paper) compared to online advertising’, by age, NI and RoI, June 2016
                                                                                                • Millennials most likely to avoid ads
                                                                                                  • Figure 31: Agreement with statements relating to advertising, by age, NI, June 2016
                                                                                                  • Figure 32: Agreement with statements relating to advertising, by age, RoI, June 2016
                                                                                                • Concerns that phones are ‘listening’ highest among young consumers
                                                                                                  • Figure 33: Agreement with the statement ‘I am worried that my smartphone is targeting advertising based on my conversations’, by gender and age, NI and RoI, June 2016
                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Data sources
                                                                                                  • Market size rationale
                                                                                                    • Generational cohort definitions
                                                                                                      • Abbreviations
                                                                                                      • Appendix – The Consumer

                                                                                                        • NI Toluna data
                                                                                                          • Figure 34: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 35: How effective consumers rate sponsorship of TV show (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 36: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 37: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 38: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 39: How effective consumers rate advertising I receive in the mail (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 40: How effective consumers rate smartphone/tablet in-app advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 41: How effective consumers rate advertising on a search engine (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 42: How effective consumers rate display/banner advertisements on webpages (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 43: How effective consumers rate advertising on social network feeds on webpages (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 44: How effective consumers rate ‘liked’ advertisements on social networks (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 45: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 46: How effective consumers rate advertising on the side of buses/taxis (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 47: How effective consumers rate advertisements on internet media service (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 48: How effective consumers rate sponsorship of a sports team or sports event (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
                                                                                                          • Figure 49: Agreement with statements relating to advertisements, by demographics, NI, June 2016
                                                                                                          • Figure 50: Agreement with statements relating to advertisements, by demographics, NI, June 2016 (continued)
                                                                                                          • Figure 51: Agreement with statements relating to advertisements, by demographics, NI, June 2016 (continued)
                                                                                                          • Figure 52: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, NI, June 2016
                                                                                                          • Figure 53: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, NI, June 2016
                                                                                                          • Figure 54: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, NI, June 2016
                                                                                                          • Figure 55: Agreement with the statement ‘I am worried that my smartphone is targeting advertising based on my conversations’, by demographics, NI, June 2016
                                                                                                          • Figure 56: Agreement with the statement ‘I use ad-blocking software on my devices (eg smartphone)’, by demographics, NI, June 2016
                                                                                                          • Figure 57: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising (eg expanding video banners)’, by demographics, NI, June 2016
                                                                                                          • Figure 58: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, NI, June 2016
                                                                                                          • Figure 59: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, NI, June 2016
                                                                                                          • Figure 60: Agreement with the statement ‘Radio advertising jingles/slogans always stick in my head’, by demographics, NI, June 2016
                                                                                                          • Figure 61: Agreement with the statement ‘I switch to using other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, NI, June 2016
                                                                                                          • Figure 62: Agreement with the statement ‘I prefer offline advertising (eg radio/paper) compared to online advertising’, by demographics, NI, June 2016
                                                                                                          • Figure 63: Agreement with the statement ‘I think it should be illegal to 'touch-up' images in advertising (ie photo shopping images in fashion advertisements)’, by demographics, NI, June 2016
                                                                                                        • RoI Toluna data
                                                                                                          • Figure 64: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 65: How effective consumers rate sponsorship of TV show (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 66: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 67: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 68: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 69: How effective consumers rate advertising I receive in the mail (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 70: How effective consumers rate smartphone/tablet in-app advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 71: How effective consumers rate advertising on a search engine (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 72: How effective consumers rate display/banner advertisements on webpages (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 73: How effective consumers rate advertising on social network feeds on webpages (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 74: How effective consumers rate ‘liked’ advertisements on social networks (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 75: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 76: How effective consumers rate advertising on the side of buses/taxis (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 77: How effective consumers rate advertisements on internet media service (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 78: How effective consumers rate sponsorship of a sports team or sports event (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
                                                                                                          • Figure 79: Agreement with statements relating to advertisements, by demographics, RoI, June 2016
                                                                                                          • Figure 80: Agreement with statements relating to advertisements, by demographics, RoI, June 2016 (continued)
                                                                                                          • Figure 81: Agreement with statements relating to advertisements, by demographics, RoI, June 2016 (continued)
                                                                                                          • Figure 82: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, RoI, June 2016
                                                                                                          • Figure 83: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, RoI, June 2016
                                                                                                          • Figure 84: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, RoI, June 2016
                                                                                                          • Figure 85: Agreement with the statement ‘I am worried that my smartphone is targeting advertising based on my conversations’, by demographics, RoI, June 2016
                                                                                                          • Figure 86: Agreement with the statement ‘I use ad-blocking software on my devices (eg smartphone)’, by demographics, RoI, June 2016
                                                                                                          • Figure 87: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising (eg expanding video banners)’, by demographics, RoI, June 2016
                                                                                                          • Figure 88: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, RoI, June 2016
                                                                                                          • Figure 89: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, RoI, June 2016
                                                                                                          • Figure 90: Agreement with the statement ‘Radio advertising jingles/slogans always stick in my head’, by demographics, RoI, June 2016
                                                                                                          • Figure 91: Agreement with the statement ‘I switch to using other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, RoI, June 2016
                                                                                                          • Figure 92: Agreement with the statement ‘I prefer offline advertising (eg radio/paper) compared to online advertising’, by demographics, RoI, June 2016
                                                                                                          • Figure 93: Agreement with the statement ‘I think it should be illegal to 'touch-up' images in advertising (ie photo shopping images in fashion advertisements)’, by demographics, RoI, June 2016

                                                                                                      Companies Covered

                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                      Attitudes towards Advertising - Ireland - August 2016

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