IAB 2016 Digital Ad Spending

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There was an interesting report released by AIB Europe in late June where it showed the meteoric rise of digital spending across Europe in 2016. The topline was that digital spending in Europe grew by 12% in 2016 compared to 2015m with the market now worth €41.9 billion per annum. The big mover was “mobile display” which grew by 53% in the year and it accounts for 33% of the ‘display’ market.

Across Europe the market loos in good shape except for spend on print and OOH.


Looking towards home, the in the Republic of Ireland we spent €444 million on digital in 2016 up from €338 million in 2015. This is a 32% growth year on year making us the third fastest growing country in Europe in terms of digital spending.

Here’s a breakdown of the spend per category in Ireland according to the IAB. Within those figures there will be duplication i.e. some of the number for mobile will be contained in display and paid search.

Paid Search19617512%

An interesting portion of the research was the top twenty sites in Ireland. This was a snapshot by comscore in December 2016. One point is that the table differs markedly from the table in 2015. The reach is much lower across the table than the previous year and it may simply be a change of methodology.

Anyway looking at the table we see that Google, Microsoft and Facebook are streets ahead of other sites. Interestingly, it puts the Irish Times site ahead of the Independent’s by some 32,000 per month. RTE is behind both at 477,000 and the Daily Mail pulls in 338,000.

To p   2 0   s i t e s     i n   I re l a n d 
Media/MeasuresVisitors (000)% Reach
Total Internet2,909100.0
Google Sites2,44884.2
Microsoft Sites1,74760.1
Yahoo Sites88230.3
Amazon Sites86529.7
Distilled SCH83228.6
Irish Times Group54618.8
Independent News & Media51417.7
Wikimedia Foundation Sites49817.1
BBC Sites46015.8
Apple Inc.45115.5
BitTorrent Network43815.1
Dropbox Sites43815.1
TripAdvisor Inc.33911.7
Mail Online / Daily Mail33811.6
Valve Corporation32011.0