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MediaPLUS: Leading Irish business figures deliver insights for 2025

The Future of video advertising

Noel McCarthy , Head of AV at Dentsu Aegis Network, analyses Ireland's video advertising landscape in 2025.

In the coming year, the video advertising landscape will see viewers consuming more video content, with a 19% increase in time spent on platforms in 2024.

Advertisers are shifting budgets to video formats, while suppliers innovate to match viewer and advertiser needs.

SVOD platforms like Discovery+ and Amazon Prime have begun entering the market, offering scalable ad inventory, while connected TV is gaining traction, with BVOD platforms and YouTube dominating.

New inventory through FAST channels and digital platforms like YouTube Premium also expand opportunities for advertisers.

While, according to McCarthy, advertisers are being urged to prioritize quality content and trusted environments to maximize return on investment, avoiding low-value impression-based models.

To read McCarthy’s full article click here.

Irish media and political landscape face a year of digital disruption

The Irish media and political landscape has undergone a year of digital disruption, according to Garrett Harte , Managing Director of?Harte Media.

Ireland’s media and political landscape faced significant shifts, with online news surpassing TV as the primary information source (33% vs. 31%) across the year.

Viral moments, like Taoiseach Simon Harris' encounter with Charlotte Fallon, highlighted the power of short, impactful digital content.

This shift emphasises the importance of crisis management and authentic storytelling for brands and politicians.

At the same time, AI has revolutionized PR, automating tasks and enabling hyper-personalized campaigns, as seen in Dublin Simon Community's AI-driven "Unfair City" campaign.

As 2025 unfolds, trust, transparency, tailored PR, and compliance with stricter AI regulations will be critical for success in media and politics.

To read Harte’s full article click here.

A number of factors will help increase Ireland's ad spend in 2025

Paul Moran , Managing Director of Zenith (part of Core), see Trump, Ireland’s Amazon and a strong economy as pointing towards a boost for ad spend in Ireland.

The country’s ad spend is set to rise by 7.2% in 2025, reaching €1.711bn, following 2024’s 8% growth.

Factors like Amazon.ie’s launch, high employment, and controlled inflation all contribute to optimism in the Irish marketing sector.

Political stability after the November general election bolsters confidence, though Donald Trump’s U.S. presidential win poses global uncertainties.

At the same time, consumer caution persists despite improving confidence.

AI-driven tools will enhance personalized campaigns, boosting measurable returns for advertisers and while global challenges loom, Ireland’s strong economic performance and emerging retail media opportunities position its ad market for continued growth, ensuring a dynamic year ahead for the sector.

To read Moran’s article in full click here.

To read the full article on BusinessPlus.ie just click here

Ben Haugh Cormac Cahill George Morahan Doug Farrell Karl Byrne Liz Doyle Paul Henderson Fintan Gavigan Janice Carlin Hugh Quigley Conor Quinn Mairead Kearns Caoilfhionn Ni Dhuibhinn Emma Rooney Marian McConville Diana Bunici Lorraine Worth Karl Tracey Wini Moore Ciara Cantwell Desmond Farrelly MSc Amy Rohu Rebecca Horan Mike Dunne Nicole Goodman David Vaz SpaceTo dmg media Ireland

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