The advertising industry is being heavily impacted by technological developments; whilst television remains the most popular advertising medium (with over seven in ten consumers identifying TV as the advertising medium they pay most attention to), online media players and time-shifted viewing via personal video recorders (PVRs) are stealing market share.

Meanwhile developments in mobile communications and next-generation broadband are both driving usage of apps and location-based services, and increasing exposure to online adverts (which are themselves becoming more sophisticated). Revenues in the advertising industry across Ireland are estimated at €1.41 billion for 2011, with growth of 5% anticipated for 2012.

The advertising industry is being heavily impacted by technological developments; whilst television remains the most popular advertising medium (with over seven in ten consumers identifying TV as the advertising medium they pay most attention to), online media players and time-shifted viewing via personal video recorders (PVRs) are stealing market share.

Meanwhile developments in mobile communications and next-generation broadband are both driving usage of apps and location-based services, and increasing exposure to online adverts (which are themselves becoming more sophisticated). Revenues in the advertising industry across Ireland are estimated at €1.41 billion for 2011, with growth of 5% anticipated for 2012.

Key questions answered in the report include:

Which advertising format do consumers pay the most attention to? – Having been the dominant advertising medium for so long, does TV still hold sway over other media types?

Are consumers overwhelmed by the range of advertising they are exposed to? – As technology offers ever increasing means for consumers to be contacted and targeted, do consumers feel bombarded by advertising?

Do consumers believe that advertisements can be damaging? – Should there be further limitations on advertising of the products, eg the ongoing Oireachtas report on alcohol marketing and its effects on young people?

Is technology a help or a hindrance to advertising? – Whilst some platforms can expect to see growth (eg online), is technology damaging other media (eg skipping adverts through PVRs)?

How are advertisers expanding their proposition? – 2011 has seen huge growth in the usage of Quick Response (QR) codes, whilst outdoor specialists continue to innovate with digital displays: what lies ahead for further development?