Monday 11 December 2017

Media companies combine to outline benefits of advertising as online spend up 12.8pc

Thomas Molloy

Thomas Molloy

IRELAND'S largest media companies will launch a campaign today to encourage businesses to advertise.

The campaign aims to promote advertising as a business investment and uses the slogan: "Unforgettable brands advertise. Can you afford not to?"

It is the first time Ireland's major media companies have combined resources to promote the benefits of advertising. The main targets will be key decision-makers in Irish business as companies advertise over Christmas and draw up plans for 2013 marketing campaigns.

The companies backing the campaign include the Irish Independent, 'The Irish Times', the 'Irish Examiner', the 'Sunday World', 'The Star', as well as regional papers, broadcasters such as RTE, Communicorp and TV3, and advertising companies Bravo, CBS Outdoor and JC Decaux.

The website for the campaign is, where details of the campaign and supporting research and case studies are available from today.

The new campaign comes as a separate report shows that Irish digital ad spend increased 12.8pc to €73.2m in the first half of 2012.

Internet spending is most popular with companies selling fast-moving consumer goods followed by financial services, telecommunications companies and entertainment and media.

Property, recruitment and motors continue to dominate classified advertising spend.

Online advertising industry lobby group IAB Adspend said that 80pc of all Irish people are online versus an EU average of 65pc, while 58pc of Irish people are online while watching TV versus an EU average of 48pc.

Irish Independent

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