Online advertising in Ireland is increasing, but has failed to keep up with the UK, according to iReach. Online advertising accounted for 12% of total media advertising in the UK in 2007, but in Ireland it only accounted for 2.5%.
Though low, this isn’t entirely a fair comparison, since the UK has one of the highest rates in the world. In the US, online advertising accounted for 7.4% of total media ad spending in 2007, according to eMarketer.
iReach expects online advertising in Ireland to reach €55 ($80.3) million in 2008, representing 3.6% share of total media advertising. That is up from €35 ($48) million in 2007.
“Over 1.4 million people in Ireland now have access to the Internet, so perceptions of Ireland being switched off are no longer reflective of the true state of the market,” said Oisin Byrne, managing director of iReach.
Mr. Byrne added that new Internet access methods such as mobile broadband would help ensure the Irish market continued to expand.
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