IAB Ireland asked a few digital experts their thoughts on the prospects for Online Advertising in 2012, here are their predictions:
Justin Cullen, Managing Director, Radical: ‘2012 will be another strong year for digital as it continues to define its role within the marketing mix. Overall we would predict that expenditure will pass the €150m mark bringing its share over 20% of the media market.
The big things: Display will continue to take market share from Search. Mobile will more than double in size. Advertising in Social channels will become more prevalent on media plans.’
Garret O’Beirne, Head of Digital Ireland, OmnicomMediaGroup: ‘At The Omnicom Media Group we see advertising spend in the Irish Digital market growing by up to 20% in 2012. While Display, Search and Social media will continue to grow steadily we see 2012 as the year when Video and Mobile will really come of age with big increases in spend on both formats.’
Siobhan Lavery, Managing Director, ICAN: ‘Mobile paid search spend we expect, will grow at an exponential rate, having already experienced 150% growth in H1 2011. Mobile display will also witness vast growth across, both premium site offerings and the increasing number of mobile networks.
Online video will also continue to grow rapidly as budgets are siphoned from offline TV spend and other media, in line with fast-changing viewer habits.
Ireland can expect significant growth in digital this year across all channels (at a minimum 15% share of overall spend in line with 2011 growth rate) but still has a long way to go to be on par with the UK where digital now dominates – accounting for 27% of overall spend.’
Ciarán Norris, Head of Digital, Mindshare: ‘2012 will be challenging: with ever increasing demands on budgets, both in terms of proving effectiveness and the channels available, the coming 12 months will see brands getting smarter with their digital spend.
In display we will be recommending that brands concentrate spend with key publishers, ideally across web & mobile, acting as true business partners; this will enable them to maximise efficiencies and push for real innovation. In search, the long awaited launch of Bing’s ad product will see clients switching budget away from Google as, despite low audience figures, it’s likely to be much cheaper. It will be another good year for digital, but one that we’ll have to work for.’
Nina Gallagher, Accenture: ‘Our estimates are that digital investment will increase by 20% this year - this includes Search, Display & Classifieds. This is based on discussions with our clients, many of whom are the top advertisers in this market as well as discussions with many of the biggest media agencys in Dublin.’
Tim Elkington, Director of Research & Strategy, IAB UK: ‘Online advertising in the UK looks set to grow strongly in 2012. Group M is predicting a growth of 9.1% for online advertising in 2012 and Enders Analysis 13%. Given these forecasts, online’s position continues to look strong and it’s likely that online’s share of all media (27% in H1 2011) will continue to increase.’
What are your predictions?
