Online advertising increases 12.2pc on last year

16 Nov 2010

There has been an increase of 12.2pc in online advertising as well as an 11.2pc increase in internet access, a new study suggests.

The study, conducted by IAB Ireland, the trade association for Irish online advertising, showed that the strong performance of online advertising was fuelled by the increase of broadband connections from 63pc in 2009 to 67.1pc in 2010.

Time spent online was also a contributing factor, with the average hours spent online per month increasing from 15.6 hours to 19.4 hours compared to the same time last year.

Biggest spenders

The IAB PwC Online Adspend Study found that the automobile category was the biggest spender on online advertising at 22pc, which was closely trailed by property/recruitment at 19pc.

There was an increase in ad revenues between January to June 2010 (€53.9m) compared to the same period last year (€48m).

All other forms of advertising showed difficulties with TC advertising ranking.

Of those that participated, 68pc predicted strong growth in in online ad spend in the next six-month period, while PricewaterhouseCoopers (PwC) predicts an overall ad spend of 17pc growth in 2011.

According to ComReg’s Consumer ICT Survey Q2 2009, 2,943,138 were online (66pc) this grew to 3,442,439 in Q2 2010 (77pc).