5. Online advertising and promotion

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Online advertising and promotion. Source: Online interviews with 95 Irish advertisers and advertising agencies, March 2007, Amarách Consulting.

Stand by for the online marketing surge. And TV, press and even radio had better watch out.

The trends in the UK point to a strong momentum in how media consumption patterns and advertising budgets are changing. Advertisers spent €2.95 billion online in 2006, up 41% on the year before. But despite this growth, online is still playing catch- up relative to how much time individuals spend on it.

Search engines frequency. Source: telephone survey of 1,000 Irish adults, Amarách Consulting

In the UK, online advertising spend exceeded national newspapers for the first time, having

already overtaken radio, outdoor billboards and business magazines. At the same time, advertising spend on TVin Britain fell 4.7%, as did radio (5.2%) and newspaper classified ads

(7.8%).

A similar boost in online advertising and marketing is happening in Ireland. Search – a key part of online marketing – is now part of everyday life for Irish Internet users. And the first piece of Irish research on search engine marketing shows most major advertisers and ad agencies spending more online.

Media time vs. advertising spend. Source: PricewaterhouseCoopers research, Internet Advisory Board, UK, 2006

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