Business Irish

Friday 28 July 2017

Pat Rabbitte : The future of media is online

Pat Rabbitte highlighted online advertising’s 20% growth in the first half of 2011 at a time when adspend on other media is in decline at the IAB Connect conference.

“This rapidly evolving digital world will be a central part of our economic recovery and organizations like the IAB have a critical role to play in helping to bring that about,” said Minister Rabbitte.

New research on how online and tv advertising work together was presented at Connect by Shenda Loughnane, Aegis Media and Mark Nolan, Amarach Research. The study revealed that 78% of tv viewers are online while watching tv and that online advertising is on par with tv on many Key Performance Indicators (KPIs). With lower costs and increased flexibility the Aegis/Amarach study confirms that the future growth of online advertising will be very positive

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