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Attitudes towards Advertising - Ireland - August 2016

Published By :

Mintel

Published Date : Aug 2016

Category :

Advertising and Marketing

No. of Pages : N/A

Brands should look to soften their approach in delivering ads, particularly online, and use less data-heavy forms of advertising. Such an approach would be well received by mobile users frustrated by slow page load times, the impact that this has on their devices’ battery life and the cost in terms of data usage. This would help to improve the user experience and potentially see fewer consumers using ad-blocking software to avoid advertising.

Table of Content

Overview

What you need to know
Issues covered in this Report

Executive Summary

The market
Figure 1: Online advertising spend, RoI, 2009-15
Forecast
Figure 2: Indexed estimated advertising revenues, NI and RoI, 2011-21
Market factors
Ad-blocking moves to mobile devices
Social networks remain an important channel for advertisers
Newspaper advertising driven by ad agencies in 2015
High device ownership presents advertising challenges
Companies, brands and innovations
The consumer
TV advertising the most effective method of reaching consumers
Figure 3: How effective consumers find different methods of advertising to be (1 being the most effective and 5 being the least effective), NI and RoI, June 2016
Figure 4: Agreement with statements relating to advertising, NI and RoI, June 2016
Irish consumers understand popular online services are funded by advertising
Figure 5: Agreement with statements relating to advertising, NI and RoI, June 2016
What we think

Issues and Insights

What are the most effective advertising channels?
The facts
The implications
How do Irish consumers interact with advertising?
The facts
The implications
What are Irish consumers’ attitudes towards advertising?
The facts
The implications

The Market – What You Need to Know

Advertising revenues continue growing
Ad-blocking moves to mobile devices
EU adopts new data protection rules
Multiple device ownership presents challenges for advertisers

Market Size and Forecast

2016 to see strong growth in advertising revenues
Figure 6: Estimated advertising revenues, IoI, NI and RoI, 2011-21
Spending on advertising to continue growing over the next five years
Figure 7: Indexed estimated advertising revenues, NI and RoI, 2011-21
Growth in online ad spend remains strong in 2015
Figure 8: Online advertising spend, RoI, 2009-16
Figure 9: Year-on-year growth rates for digital advertising formats, RoI, 2014-15
Search dominates mobile advertising
Figure 10: Breakdown of mobile advertising spend, RoI, 2013-15
Spending on desktop display ads accelerates in 2015
Figure 11: Breakdown of desktop advertising spend, RoI, 2013-15

Market Drivers

Ad-blocking goes mobile
Figure 12: Global monthly active users (MAUs) of mobile ad-blocking browsers, January 2015-March 2016
Social networks are key advertising platforms
Figure 13: Top 5 social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
EU approves new data protection measures
2015 sees ad agencies return to newspaper advertising
Figure 14: Advertising revenue generated by newspapers (print and digital), RoI, 2011-15
Communicorp introduce multiple radio adverts
Device ownership high in Ireland
Figure 15: Ownership of or access to mobile technology devices, NI and RoI, June 2015-June 2016
Google to make ads load faster on mobile devices

Companies and Brands – What You Need to Know

JCDecaux introduces smart bus stops
WOW air taps into influencer marketing
Oral-B partners with Kiip to integrate moment marketing
Littlewoods use ad-sync to integrate TV and online advertising
Spotify launches Overlay Mobile and targeted ads

Competitive Strategies – Key Players

JCDecaux brings digital to bus shelters in Paris
WOW air uses influencer marketing to target Millennials
Tesco Mobile partners with Unlockd to reward customers
Littlewoods uses ad-sync technology to integrate TV and online ads
Spotify launches Overlay Mobile and targeted ads

The Consumer – What You Need to Know

TV ads most likely to gain consumers’ attention
Irish consumers fast forwarding through TV advertising
Consumers understand ads keep services free but still look to avoid them

The Consumer – Effectiveness of Advertising

TV remains the most effective type of advertising
Figure 16: How effective consumers find different methods of advertising to be (1 being the most effective and 5 being the least effective), NI and RoI, June 2016
Over-45s most receptive to TV advertising
Figure 17: Consumers who rated TV advertising as ‘1’ (most effective), by age, NI and RoI, June 2016
Radio advertising most effective in reaching young consumers
Communicorp introduce multiple radio adverts
Social network advertising more likely to gain women’s attention than men
Figure 18: Consumers who rated advertising on social network feeds on webpages ‘1’ (most effective), by gender, NI and RoI, June 2016

The Consumer – Interaction with Advertising

Irish consumers using time-shifted TV to fast forward
Figure 19: Agreement with statements relating to advertising, NI and RoI, June 2016
Over-45s think amount of advertising has increased
Figure 20: Agreement with statements relating to advertising, by age, NI, June 2016
Figure 21: Agreement with statements relating to advertising, by age, RoI, June 2016
Humorous advertising appeals to older consumers
Figure 22: Agreement with the statement ‘I pay attention to advertising that makes me laugh’, by age, NI and RoI, June 2016
Young Irish consumers most sceptical about advertising
Figure 23: Agreement with the statement 'I think products are never as good as advertisements makes them look', by gender and age, NI and RoI, June 2016
Special promotion adverts appeal to Irish women
Figure 24: Agreement with the statement ‘I prefer advertising that informs me of special offers compared to advertising of brands’, by gender, NI and RoI, June 2016
Parents would like stronger measures placed on advertising
Figure 25: Agreement with statements relating to advertising, NI, June 2016
Figure 26: Agreement with statements relating to advertising, RoI, June 2016

The Consumer – Attitudes towards Advertising

Consumers understand that ads keep services free to use
Figure 27: Agreement with statements relating to advertising, NI and RoI, June 2016
Young consumers receptive to offline advertising
Figure 28: Agreement with statements relating to advertising, by age, NI, June 2016
Figure 29: Agreement with statements relating to advertising, by age, RoI, June 2016
Offline advertising has a broad appeal among Irish consumers
Figure 30: Agreement with the statement ‘I prefer offline advertising (eg radio/paper) compared to online advertising’, by age, NI and RoI, June 2016
Millennials most likely to avoid ads
Figure 31: Agreement with statements relating to advertising, by age, NI, June 2016
Figure 32: Agreement with statements relating to advertising, by age, RoI, June 2016
Concerns that phones are ‘listening’ highest among young consumers
Figure 33: Agreement with the statement ‘I am worried that my smartphone is targeting advertising based on my conversations’, by gender and age, NI and RoI, June 2016

Appendix – Data Sources, Abbreviations and Supporting Information

Data sources
Market size rationale
Generational cohort definitions
Abbreviations

Appendix – The Consumer

NI Toluna data
Figure 34: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 35: How effective consumers rate sponsorship of TV show (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 36: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 37: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 38: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 39: How effective consumers rate advertising I receive in the mail (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 40: How effective consumers rate smartphone/tablet in-app advertising (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 41: How effective consumers rate advertising on a search engine (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 42: How effective consumers rate display/banner advertisements on webpages (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 43: How effective consumers rate advertising on social network feeds on webpages (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 44: How effective consumers rate ‘liked’ advertisements on social networks (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 45: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 46: How effective consumers rate advertising on the side of buses/taxis (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 47: How effective consumers rate advertisements on internet media service (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 48: How effective consumers rate sponsorship of a sports team or sports event (1 being the most effective and 5 being the least effective), by demographics, NI, June 2016
Figure 49: Agreement with statements relating to advertisements, by demographics, NI, June 2016
Figure 50: Agreement with statements relating to advertisements, by demographics, NI, June 2016 (continued)
Figure 51: Agreement with statements relating to advertisements, by demographics, NI, June 2016 (continued)
Figure 52: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, NI, June 2016
Figure 53: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, NI, June 2016
Figure 54: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, NI, June 2016
Figure 55: Agreement with the statement ‘I am worried that my smartphone is targeting advertising based on my conversations’, by demographics, NI, June 2016
Figure 56: Agreement with the statement ‘I use ad-blocking software on my devices (eg smartphone)’, by demographics, NI, June 2016
Figure 57: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising (eg expanding video banners)’, by demographics, NI, June 2016
Figure 58: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, NI, June 2016
Figure 59: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, NI, June 2016
Figure 60: Agreement with the statement ‘Radio advertising jingles/slogans always stick in my head’, by demographics, NI, June 2016
Figure 61: Agreement with the statement ‘I switch to using other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, NI, June 2016
Figure 62: Agreement with the statement ‘I prefer offline advertising (eg radio/paper) compared to online advertising’, by demographics, NI, June 2016
Figure 63: Agreement with the statement ‘I think it should be illegal to 'touch-up' images in advertising (ie photo shopping images in fashion advertisements)’, by demographics, NI, June 2016
RoI Toluna data
Figure 64: How effective consumers rate TV advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 65: How effective consumers rate sponsorship of TV show (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 66: How effective consumers rate radio advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 67: How effective consumers rate cinema advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 68: How effective consumers rate newspaper/magazine advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 69: How effective consumers rate advertising I receive in the mail (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 70: How effective consumers rate smartphone/tablet in-app advertising (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 71: How effective consumers rate advertising on a search engine (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 72: How effective consumers rate display/banner advertisements on webpages (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 73: How effective consumers rate advertising on social network feeds on webpages (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 74: How effective consumers rate ‘liked’ advertisements on social networks (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 75: How effective consumers rate billboards/outdoor posters (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 76: How effective consumers rate advertising on the side of buses/taxis (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 77: How effective consumers rate advertisements on internet media service (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 78: How effective consumers rate sponsorship of a sports team or sports event (1 being the most effective and 5 being the least effective), by demographics, RoI, June 2016
Figure 79: Agreement with statements relating to advertisements, by demographics, RoI, June 2016
Figure 80: Agreement with statements relating to advertisements, by demographics, RoI, June 2016 (continued)
Figure 81: Agreement with statements relating to advertisements, by demographics, RoI, June 2016 (continued)
Figure 82: Agreement with the statement ‘Smartphone/tablet in-app adverts annoy me’, by demographics, RoI, June 2016
Figure 83: Agreement with the statement ‘I change the channel/radio station/my browser tab when advertisements start’, by demographics, RoI, June 2016
Figure 84: Agreement with the statement ‘I have had my name taken off mailing lists/databases’, by demographics, RoI, June 2016
Figure 85: Agreement with the statement ‘I am worried that my smartphone is targeting advertising based on my conversations’, by demographics, RoI, June 2016
Figure 86: Agreement with the statement ‘I use ad-blocking software on my devices (eg smartphone)’, by demographics, RoI, June 2016
Figure 87: Agreement with the statement ‘I find online advertising to be more ‘in your face’ than offline advertising (eg expanding video banners)’, by demographics, RoI, June 2016
Figure 88: Agreement with the statement ‘Personalised advertising through the post is more likely to catch my attention than standard mail advertising’, by demographics, RoI, June 2016
Figure 89: Agreement with the statement ‘I understand that advertising is essential to keep some services free to use (eg Google, Facebook)’, by demographics, RoI, June 2016
Figure 90: Agreement with the statement ‘Radio advertising jingles/slogans always stick in my head’, by demographics, RoI, June 2016
Figure 91: Agreement with the statement ‘I switch to using other devices when ad breaks start on TV (eg smartphone/tablet)’, by demographics, RoI, June 2016
Figure 92: Agreement with the statement ‘I prefer offline advertising (eg radio/paper) compared to online advertising’, by demographics, RoI, June 2016
Figure 93: Agreement with the statement ‘I think it should be illegal to 'touch-up' images in advertising (ie photo shopping images in fashion advertisements)’, by demographics, RoI, June 2016

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