suzanne mcelligott, ceo, iab ireland 27th october 2016 · source: **google consumer barometer 2016...

SUZANNE MCELLIGOTT, CEO, IAB IRELAND 27TH OCTOBER 2016

THE MOBILE OPPORTUNITY FOR BRANDS

80% of Irish use a smartphone ***

62% have 3 or more connected devices**

65% feel more connected to family through digital communications*

* Virgin Media Digital Insights Report 2016 ** Consumer Barometer 2016 *** Reuters Institute Digital News Report: Ireland 2016

WE LOVE OUR

SMART PHONES!

SMARTPHONES ARE A KEY INFLUENCER ON PATH TO PURCHASE!

50% compared products/prices/features online via smartphone**

27% get ideas / inspiration online on smartphones** 25% looked for opinions, reviews, advice online**

Virgin Media predict that the value of online spending will almost double between now and 2021

from €7.5bnto €14.1bn.*

About 60% of Irish online shopping still goes abroad.*

Source: **Google Consumer Barometer 2016 * Virgin Media Digital Insights Report 2016

Source: IAB Europe Advertiser Mobile Audit - iabireland.ie

Source: IAB Europe Advertiser Mobile Audit - iabireland.ie

MOBILE AUDIT 2016 KEY INSIGHTS1. Mobile-ready: Most retail and finance

brands have a mobile presence 2. Apps are a key part of their mobile

strategies, although app development is lagging behind browser sites

3. Functionality: Mobile sites are just as developed as desktop sites

4. Speed Matters: Mobile searches have overtaken desktop and the faster your page speed the higher you rank on google.

Use Google’s page speed tool to check.

If issues are encountered while accessing websites via a smartphone, 25% of Irish people will find another site that works

better on a smartphone*

Source: IAB Europe Advertiser Mobile Audit - iabireland.ie Source: *Google Consumer Barometer 2016

IAB IRELAND PWC ONLINE ADSPEND H1 2016

€107.5mDesktop

€108.5mMobile

€216.0mGrossOnlineAdspend

+33%versusH12015

Source:IAB/PwCDigitalAdspendH12016

DESKTOP AND MOBILE ADSPEND GROWTH

11%Increaseindesktoponalikeforlikebasis

67%Increaseinmobileonalikeforlikebasis

OnlineAdspend,H12015vsH12016

Mobile adspend overtakes Desktop for the first time

YOY GROWTH RATES

9

MOBILE ADSPEND H1 2016

THE ATTENTION CHALLENGE

IAB NEW AD PORTFOLIO

LEAN’S DO’S AND DON’TS

Go to: iabireland.ie for links to New Ad Portfolio and LEAN Do’s and Don’ts

WHAT’S NEXT @ IAB?

9 November - Attribution Modelling Workshop

16 November - IAB Digital Dinner

17 November - IAB global coalition for better ads Update session (IAB

members only)

6 April - IAB Connect 2016

Go to: iabireland.ie Follow us @iabireland

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