IAB Report signals a More Immersive Future for Digital Advertising
Ireland’s digital advertising market continued to grow in 2025, rising by 8% year-on-year according to the latest IAB Ireland and IAMS report. But beyond the numbers, the findings reflect a broader shift towards more immersive, creator-led and experience-driven media environments
Video continues to lead this change, particularly through short-form content and Connected TV, while digital audio and creator marketing are also becoming more influential parts of the media mix. The report reinforces the Core Predict 26 view that attention is increasingly shaped by formats that feel more native, engaging and personalised to consumers.
AI is also becoming a much bigger part of the industry conversation. While the report highlights growing adoption of AI tools across advertising, Predict 26 explored this shift from a wider consumer perspective, showing that audiences remain both curious and cautious about how AI will shape everyday life and work.
That tension matters for brands. Consumers are still value-conscious, more selective with spending and increasingly aware of authenticity in advertising. As media continues to evolve, success will rely not only on using emerging platforms and technologies, but on creating messaging that feels relevant, useful and grounded in real consumer behaviour.
The shift is towards more connected media strategies, where creativity, context and consumer understanding work together across the full media experience.
Explore Core’s Predict 26 report for more on the trends reshaping media, technology and consumer behaviour.
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