6. Online advertising and promotion

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Online advertising spend. Source: Data gathered for PWC

Online advertising is set to gain a higher share of Irish advertising spend. A PricewaterhouseCoopers (PwC) study points to sustained growth. And new industry research will give the online sector better metrics and the means to earn more advertising.

PwC, as part of a major international study, is placing an estimated value of €62.6 million on Irish online advertising – that’s 45% more than 2005 levels.

It forecasts that this will double by 2010. PwC’s figures cover display, classified and paid search advertising.

Meanwhile, new audience research will create a common, credible currency for online advertising measurement.

The Joint National Internet Research (JNIR) will allow advertisers to spend with confidence and members to earn more revenues for online brands.

A joint bid by AMAS and Behaviour & Attitudes has been selected to conduct the research.

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