Digital advertising spend is set to grow on foot of the relaunch of the Interactive Advertising Bureau Ireland (IAB Ireland) and the appointment of Suzanne McElligott as its CEO.
The industry body’s first significant initiative is to commission PriceWaterhouseCoopers (PwC) to measure digital advertising spending in Ireland and this landmark research will be published later in the year.
Similar research conducted by other IABs across Europe resulted in greater digital spend. In the UK, PwC reported on behalf of IAB UK that digital accounted for 23.5% of the UK advertising market in the first half of 2009, making it the largest single category and ahead of TV at just under 22%.
IAB Ireland is being launched with support from eight visionary partners – Crimtan, Daft Media, Google, Microsoft Advertising, RTÉ, The Irish Times, Trader Media and Yahoo! Other publishers are expected to follow their lead. IAB Ireland will be affiliated to IAB Europe which co-ordinates the activities of 18 national bodies which represent digital and interactive marketing activities.
AMAS MD Aileen O’Toole was a member of the working group involved in re-establishing IAB Ireland. Other working member groups included John Dunne (Radical), Eamonn Fallon (Daft), Rob Pryce (Diffiniti), Sean McCrave (IAPI) and Ed McDonald (Association of Advertisers in Ireland).
