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ATTITUDES TO ADVERTISING - IRELAND - AUGUST 2019

Published By :

Mintel

Published Date : Aug 2019

Category :

ICT

No. of Pages : N/A

Irish consumers think that it is important to see more diversity in the actors and models used in advertising. Better visibility of under-represented communities in their advertising will help brands to create more inclusive promotional campaigns that better reflect and enable them to connect with an increasingly diverse audience.

Table of contents

OVERVIEW
What you need to know
Issues covered in this Report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated advertising revenues, NI and RoI, 2014-19
Forecast
Figure 2: Indexed estimated advertising revenues, NI and RoI, 2014-24
Market factors
Relevant advertising appeals to consumers
UK brands banned from using ‘harmful’ gender stereotyping in ads
Social media will see continued investment from brands
Brands taking steps to better represent diverse communities in advertising
Companies, innovations and brands
The consumer
Advertising on live TV noticed by Irish consumers
Figure 3: Offline advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
Advertising on social networks gaining consumers’ attention
Figure 4: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
Advertising avoidance remains high
Figure 5: Agreement with statements relating to advertising, NI and RoI, June 2019
Paper and mail-based advertising should be recyclable
Figure 6: Agreement with statements relating to advertising, NI and RoI, June 2019
What we think
THE MARKET – WHAT YOU NEED TO KNOW
Growth in advertising revenues continues in 2019
Brands to grow investment in social media advertising
New rules for gender stereotyping in advertising
Ad campaigns becoming more representative of diverse society
MARKET SIZE AND FORECAST
Advertising revenue to grow in 2019
Figure 7: Estimated advertising revenues, IoI, NI and RoI, 2014-24
Growth in adspend to continue through to 2024
Figure 8: Indexed estimated advertising revenues, NI and RoI, 2014-24
Online advertising expenditure continues to grow
Figure 9: Online advertising spend, RoI, 2014-18
Figure 10: Year-on-year percentage growth rates for digital advertising formats, RoI, 2017-18
Online adspend driven by mobile
Figure 11: Mobile spending as a percentage of total online advertising expenditure, RoI, 2013-18
Figure 12: Mobile vs desktop advertising expenditure, RoI, 2013-18
MARKET DRIVERS
Smartphones a key channel for advertisers
Figure 13: Ownership of or access to mobile technology devices, NI and RoI, June 2015 and June 2019
Consumers open to relevant online ads
Figure 14: Openness towards online advertising, UK (including NI), 2017 and 2018
Advertisers to continue investing in social media
Figure 15: Top five channels for further online advertising investment, RoI, 2018
Figure 16: Top five social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, 2016 and 2019
Brexit implications for Irish TV advertising sector
Mozilla launches Enhanced Tracking Protection for Firefox
Gender stereotyping banned in UK advertising
Growing diversity in advertising campaigns
Figure 17: Number of BAME people featured in marketing campaigns, UK (excluding NI), 2015 and 2018
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
BBDO and TBWA craft social commentary campaigns
Core call for non-compulsory ‘marketing licence’ for Irish marketers
Publicis awarded major prizes at An Post Smart Marketing Awards
Technology companies driving innovation in advertising
Wavemaker retains L’Oréal UK and Ireland account
WHO’S INNOVATING?
Amazon reported to be testing its advertising platform
Instagram introduces advertising to its Explore page
Google announces overhaul of advertising images to benefit marketers
Spotify allowing brands to launch targeted advertisements in the UK
COMPETITIVE STRATEGIES – KEY PLAYERS
An Post
Key facts
Recent developments
BBDO Dublin
Key facts
Recent developments
Clear Channel
Key facts
Recent developments
Core
Key facts
Recent developments
Havas Media Ireland
Key facts
Recent developments
JCDecaux Ireland
Key facts
Recent developments
Ogilvy Dublin
Key facts
Recent developments
Omnicom Media Group
Key facts
Recent developments
Publicis Dublin
Key facts
Recent developments
TBWA\Dublin
Key facts
Recent developments
Wavemaker
Key facts
Recent developments
WPP
Key facts
Recent developments
THE CONSUMER – WHAT YOU NEED TO KNOW
Social network advertising reaching consumers
Live TV advertising reaching consumers
Irish consumers remember entertaining ads
Transparency around advertising continues to be an issue for brands
EFFECTIVENESS OF ONLINE ADVERTISING
Advertising on social networks noticed by Irish consumers
Figure 18: Online advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
Consumers living with parents seeing social network ads
Figure 19: Consumers who have noticed advertising on social network feeds (eg sponsored links on Facebook), by household composition, NI and RoI, June 2019
Millennials most likely to notice online ads
Figure 20: Online advertising methods consumers consider most effective (noticeable), by age, NI, June 2019
Figure 21: Online advertising methods consumers consider most effective (noticeable), by age, RoI, June 2019
EFFECTIVENESS OF OFFLINE ADVERTISING
Consumers notice TV advertising
Figure 22: Offline advertising methods consumers consider most effective (noticeable), NI and RoI, June 2019
Live TV advertising gaining Boomers’ attention
Figure 23: Consumers who have noticed live TV advertising, by generation, NI, June 2019
Figure 24: Consumers who have noticed live TV advertising, by generation, RoI, June 2019
Men notice advertising at sports events
Figure 25: Consumers who have noticed sponsorship of a sports team or event, by gender, NI and RoI, June 2019
Cinema advertising reaching affluent consumers
Figure 26: Consumers who have noticed cinema advertising, by social class, NI and RoI, June 2019
INTERACTION WITH ADVERTISING
Consumers view ‘Photoshopped’ ads negatively
Figure 27: Agreement with statements relating to advertising, NI and RoI, June 2019
Advertising inspired young consumers’ recent purchases
Figure 28: Agreement with the statement ‘An advertisement has inspired me to buy a new product or service in the last month’, by age, NI and RoI, June 2019
Advertising with special offers appeals to Irish women
Figure 29: Agreement with the statement ‘I prefer advertising that informs me of special offers compared to advertising of brands’, by gender, NI and RoI, June 2019
Social and ethical ads noticed by Gen Z
Figure 30: Agreement with the statement ‘I have noticed more advertisements with social/ethical messages in the last 12 months’, by generation, NI and RoI, June 2019
ATTITUDES TOWARDS ADVERTISING
Use of recyclable material in direct mail important
Figure 31: Agreement with statements relating to advertising, NI and RoI, June 2019
Women want to see more diversity in advertising
Figure 32: Agreement with the statement ‘It is important to see more diversity in actors/models used in advertising (eg plus-sized models, actors with disabilities)’, by gender, NI and RoI, June 2019
Affluent consumers want to know what companies do with their data
Figure 33: Agreement with the statement ‘There should be more transparency on the information collected by companies and passed on to advertisers’, by social class, NI and RoI, June 2019
Older consumers more inclined to think direct mail should use recyclable material
Figure 34: Agreement with the statement ‘Paper/mail-based advertising should use recyclable material’, by age, NI and RoI, June 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Data sources
Market size rationale
Generational cohort definitions
Abbreviations

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