Digital Advertising Spend in Ireland Grew by 11% in 2024

Ireland’s digital advertising market has hit a major milestone, surpassing €1 billion in spend for the first time. According to the IAB Ireland Adspend Study, total digital investment reached €1.06 billion in 2024—an 11% year-on-year increase.

The standout performer was digital display advertising, which grew by 13% to €669 million and now accounts for 63% of total digital spend. Video and social formats were key contributors to this growth. Social media spend rose 16% to €515 million, making up 77% of all display spend.

Search advertising grew more modestly at 6%, reaching €331 million and holding a 31% share of the market. Meanwhile, classified advertising saw a 7% increase to €59 million.

Interestingly, the fastest growing formats where video. Video surged by 20% year-on-year. Notably, broadcaster and publisher video formats saw a 25% rise, underlining the value of premium inventory.

Industry leaders credit the dynamic nature of video and the strength of social platforms for this performance. Suzanne McElligott, CEO of IAB Ireland, noted the strong growth of engaging display formats and highlighted the global momentum behind video and social. Madeleine Thor, CEO of IRM, added that video—especially broadcaster formats—will remain a key growth driver in 2025.

Looking ahead, IAB predict digital ad spend will grow by 8% in 2025, with video again expected to lead the charge.

Ireland’s digital ad market continues to reflect global trends, with strong growth in immersive, high-attention formats shaping the media landscape.

Sources: IAB Ireland