Is it fair to say the Irish advertising industry has so far failed to understand the internet?
I have heard that too but have to disagree. I think it is a combination of a number of factors rather than a lack of willingness. As well as coming from a low base in internet penetration in Ireland, there hasnt been a sufficient measurement process that supports the value of online advertising. However, we are predicting a greater proportion of budgets to go towards online advertising and expect to see richer media being used in campaigns. Total spending on internet advertising and connectivity is predicted to reach US$385m. What are the factors driving this? In terms of access rates and online advertising Ireland will achieve higher growth rates than mature economies like the US. We have been behind the curve and are starting from a low base. Therefore we as a country have a higher growth potential. There are two factors underpinning this rapid uptake: the low number of PCs in Irish homes and how many of them have actual internet access. Ireland has been renowned as a haven for compu
