Advertising in Ireland: A €1 Investment, €6 Economic Impact
New research from IAPI, compiled by Jim Power Economics, reveals a striking insight: every €1 invested in advertising generates roughly €6 in economic value for Ireland. With €1.6 billion spent on advertising in 2024, just 0.35% of GDP, well below the EU average, there is a clear opportunity for growth.
The report highlights the advertising industry’s dual role: driving commercial growth while shaping public opinion and societal outcomes. Notably, it underscores the sector’s position at the forefront of AI adoption, suggesting that marketing and communications can support responsible AI use, combat misinformation, and enhance online trust, aligning with the government’s upcoming Digital and AI Strategy.
Why This Matters in Ireland
For Irish businesses and agencies, this research reinforces advertising as a strategic economic contributor, not simply a promotional channel. By generating significant downstream value for sectors across the economy, advertising helps support business performance, consumer engagement, and competitive positioning in domestic and export markets. Understanding and measuring this broader impact can strengthen how brands justify investment, plan media, and communicate value to stakeholders.
As AI continues to shape how campaigns are planned, measured, and delivered, there is growing potential for more sophisticated targeting, optimisation, and insight generation. This positions the advertising sector to contribute even more meaningfully to economic activity, while also reinforcing its role in responsible data use and trusted communications as digital ecosystems evolve.
