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Attitudes to Advertising - Ireland - August 2018

“There remains a high level of advertising avoidance as Irish consumers continue to fast forward through TV adverts when using catch-up and on-demand services, and change channels and browser tabs when adverts start. However, as consumers show a strong preference for advertising that informs them of special offers and makes them laugh, delivering humorous campaigns with special offers will help brands to re-engage consumers and boost awareness of their products and services.”

- James Wilson, Research Analyst

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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: Estimated advertising revenues, NI and RoI, 2013-18
          • Forecast
            • Figure 2: Indexed estimated advertising revenues, NI and RoI, 2013-23
          • Market factors
            • Growing dislike for online advertising
              • Social media remains an important advertising channel
                • Consumers less confident in spotting advertising online
                  • High device ownership a challenge for brands
                    • Companies, brands and innovations
                      • The consumer
                        • Social networks remain effective in reaching Irish consumers online
                          • Figure 3: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2018
                        • Advertising on live TV noticed by Irish consumers
                          • Figure 4: Offline advertising methods consumers consider most effective (noticeable), NI and RoI, June 2018
                        • Advertising avoidance remains high
                          • Figure 5: Agreement with statements relating to advertising, NI and RoI, June 2018
                        • Recyclable direct mail important to Irish consumers
                          • Figure 6: Agreement with statements relating to advertising, NI and RoI, June 2018
                        • What we think
                        • The Market – What You Need to Know

                          • Spending on advertising grows in 2017
                            • RoI consumers think online ads are more intrusive than offline ads
                              • Consumers less confident in recognising online ads
                                • Cinema ads well received by RoI consumers
                                  • GDPR takes effect, and consumers are optimistic it will protect their data
                                  • Market Size and Forecast

                                      • 2018 to see strong growth in advertising expenditure
                                        • Figure 7: Estimated advertising revenues, IoI, NI and RoI, 2013-23
                                      • RoI driving all-Ireland adspend over the next five years
                                        • Figure 8: Indexed estimated advertising revenues, NI and RoI, 2013-23
                                      • Online advertising continues to grow in RoI
                                        • Figure 9: Online advertising spend, RoI, 2009-17
                                        • Figure 10: Year-on-year percentage growth rates for digital advertising formats, RoI, 2016-17
                                      • Growth in desktop advertising expenditure remains strong
                                        • Figure 11: Breakdown of desktop advertising spend, RoI, 2013-17
                                      • Search continues to dominate mobile adspend
                                        • Figure 12: Breakdown of mobile advertising spend, RoI, 2013-17
                                        • Figure 13: Mobile spending as a percentage of total online advertising expenditure, RoI, 2013-17
                                    • Market Drivers

                                      • Significant increase in UK consumers disliking all online ads
                                        • Figure 14: Openness towards online advertising, UK (including NI), 2016 and 2017
                                      • Online advertising considered intrusive
                                        • Figure 15: Advertising consumers consider to be most intrusive, RoI, May 2018
                                      • Consumers taking steps to avoid advertising online
                                        • Figure 16: Steps taken by internet users to avoid online adverts, UK (including NI), 2016 and 2017
                                      • High device ownership provides opportunities for advertisers
                                        • Figure 17: Ownership of or access to mobile technology devices, NI and RoI, June 2017 and June 2018
                                      • Confidence in recognising online ads declines
                                        • Figure 18: Confidence in recognising online advertising, UK (including NI), 2015-17
                                      • Social networking sites important advertising channels
                                        • Figure 18: Top five social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, March 2018
                                      • New data protection laws introduced in the EU
                                        • Figure 19: How well Irish consumers think the General Data Protection Regulation will protect their personal data, NI and RoI, June 2018
                                      • Facebook and Google face first cases under new data laws
                                        • Health campaigners call for tighter rules for advertising to children
                                          • Advertising considered essential part of the cinema experience
                                            • Figure 20: Agreement with statements related to cinema advertising, RoI, May 2018
                                        • Companies and Brands – What You Need to Know

                                          • Bacardi creates interactive campaign on IGTV
                                            • New tool to measure influencer marketing campaigns
                                              • JCDecaux reduces its carbon footprint
                                                • New feature to improve advertising transparency on Facebook
                                                • Who’s Innovating?

                                                  • Buzzoole to measure influence on Instagram
                                                    • TBWA\Dublin planning for data-driven future with DataLab
                                                      • Bacardi uses new Instagram TV platform in latest campaign
                                                        • Social networks enhance advertising transparency
                                                        • Competitive Strategies – Key Players

                                                            • An Post
                                                              • Key facts
                                                                • Recent development
                                                                  • BBDO Dublin
                                                                    • Key facts
                                                                      • Recent developments
                                                                        • Carat Ireland
                                                                          • Key facts
                                                                            • Recent developments
                                                                              • Clear Channel
                                                                                • Key facts
                                                                                  • Recent developments
                                                                                    • JCDecaux
                                                                                      • Key facts
                                                                                        • Recent developments
                                                                                          • Ogilvy & Mather
                                                                                            • Key facts
                                                                                              • Recent developments
                                                                                                • Omnicom Group
                                                                                                  • Key facts
                                                                                                    • Recent developments
                                                                                                      • Owens DDB
                                                                                                        • Key facts
                                                                                                          • Publicis Dublin
                                                                                                            • Key facts
                                                                                                              • Recent developments
                                                                                                                • Rothco
                                                                                                                  • Key facts
                                                                                                                    • Recent developments
                                                                                                                      • TBWA\Dublin
                                                                                                                        • Key facts
                                                                                                                          • Recent developments
                                                                                                                            • Wavemaker
                                                                                                                              • Key facts
                                                                                                                                • Recent developments
                                                                                                                                  • WPP
                                                                                                                                    • Key facts
                                                                                                                                      • Recent developments
                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                        • Email campaigns effective in reaching Irish consumers
                                                                                                                                          • TV advertising the most effective offline channel
                                                                                                                                            • Photoshopping in ads viewed negatively by Irish consumers
                                                                                                                                              • Consumers want direct mail to be recyclable
                                                                                                                                              • Effectiveness of Online Advertising

                                                                                                                                                  • Social networks remain effective advertising platforms
                                                                                                                                                    • Figure 21: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2018
                                                                                                                                                  • Women more receptive to ads in social media news feeds
                                                                                                                                                    • Figure 22: Consumers who think advertising on social network feeds (eg sponsored links on Facebook) are effective (noticeable), by gender and age, NI and RoI, June 2018
                                                                                                                                                  • Ads on internet media services effective in reaching younger consumers
                                                                                                                                                    • Figure 23: Consumers who think advertisements on internet media service (eg YouTube, Spotify) are effective (noticeable), by age, NI and RoI, June 2018
                                                                                                                                                  • Email ads effective in reaching older consumers
                                                                                                                                                    • Figure 24: Consumers who think email (direct mail advertising) advertising is effective (noticeable), by age, NI and RoI, June 2018
                                                                                                                                                • Effectiveness of Offline Advertising

                                                                                                                                                    • TV continues to catch consumers’ attention
                                                                                                                                                      • Figure 25: Offline advertising methods consumers consider most effective (noticeable), NI and RoI, June 2018
                                                                                                                                                    • Boomers notice advertising on live TV
                                                                                                                                                      • Figure 26: Consumers who think live TV advertising is effective (noticeable), by age, NI and RoI, June 2018
                                                                                                                                                    • Less affluent consumers notice direct mail advertising
                                                                                                                                                      • Figure 27: Consumers who think advertising they receive in the mail (direct mail) is effective (noticeable), by gender and social class, NI and RoI, June 2018
                                                                                                                                                    • Billboard ads reaching affluent consumers
                                                                                                                                                      • Figure 28: Consumers who think billboards and outdoor posters are effective (noticeable), by gender and social class, NI and RoI, June 2018
                                                                                                                                                    • Rural consumers hearing radio ads
                                                                                                                                                      • Figure 29: Consumers who think radio advertising is effective (noticeable), by location, NI, June 2018
                                                                                                                                                      • Figure 30: Consumers who think radio advertising is effective (noticeable), by location, RoI, June 2018
                                                                                                                                                  • Interaction with Advertising

                                                                                                                                                      • Irish consumers continue avoiding ads
                                                                                                                                                        • Figure 32: Agreement with statements relating to advertising, NI and RoI, June 2018
                                                                                                                                                      • Advertising that entertains appeals to parents
                                                                                                                                                        • Figure 31: Agreement with the statement ‘I pay attention to advertising that makes me laugh’, by presence of children in the household, NI and RoI, June 2018
                                                                                                                                                      • Women more likely to think ‘Photoshopping’ in ads should be banned
                                                                                                                                                        • Figure 32: Agreement with the statement ‘I think it should be illegal to 'touch up' images in advertising (ie Photoshopping images in fashion advertisements)’, by gender, NI and RoI, June 2018
                                                                                                                                                      • Ads inspire younger consumers to buy new products
                                                                                                                                                        • Figure 33: Agreement with the statement ‘An advertisement has inspired me to buy a new product or service in the last month’, by age, NI and RoI, June 2018
                                                                                                                                                    • Attitudes towards Advertising

                                                                                                                                                        • Consumers think paper-based advertising should be recyclable
                                                                                                                                                          • Figure 34: Agreement with statements relating to advertising, NI and RoI, June 2018
                                                                                                                                                        • Greater restrictions on advertising appeal to women
                                                                                                                                                          • Figure 35: Agreement with the statement ‘There should be greater restrictions on advertising some products (ie alcohol, tobacco etc)’, by gender and social class, NI and RoI, June 2018
                                                                                                                                                        • Personalised mail can gain Gen-Xers’ attention
                                                                                                                                                          • Figure 36: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by age, NI and RoI, June 2018
                                                                                                                                                        • Older consumers want more information on ‘cookies’
                                                                                                                                                          • Figure 37: Agreement with the statement ‘There should be more information on how ‘cookies’ affect my online experience’, by age, NI and RoI, June 2018
                                                                                                                                                          • Figure 38: Agreement with the statement ‘There should be more transparency on the information collected by companies and passed on to advertisers’, by age, NI and RoI, June 2018
                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                        • Data sources
                                                                                                                                                          • Market size rationale
                                                                                                                                                            • Generational cohort definitions
                                                                                                                                                              • Abbreviations

                                                                                                                                                              Attitudes to Advertising - Ireland - August 2018

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