Advertising Agencies in Ireland - Market Research Report (2014-2029)
London, United Kingdom
Last Updated: August 2024
SIC M73.110IERevenue
€882.7m
Past 5-Year Growth
Profit
€XX.Xm
Employees
5,302
Businesses
891
Wages
€XXX.Xm
Advertising Agencies in Ireland industry analysis
Advertising agencies have been driven by consistent growth in online advertising as internet usage has risen significantly. Mobile advertising has risen particularly strongly, providing opportunities for ad agencies. Businesses across all sectors seek advertising services to promote their products and services to more consumers, limiting revenue volatility for agencies. However, some businesses have chosen to deal directly with online providers or used the services of external firms, such as public relations firms. Adverse economic conditions, including Brexit and the COVID-19 outbreak, have subdued business sentiment over the past decade, constraining spending on advertising services. Industry revenue is expected to rise at a compound annual rate of 1.2% over the five years through 2024 to €835 million, including estimated growth of 4.2% drop in 2024.
Trends and Insights
- The Irish advertising agency lags behind its global counterparts. Marketing spend in the country is weaker than in a lot of other nations, with the FMCG sector in particular cutting advertising budgets, limiting revenue prospects.
- Online advertising rises to the top. Soaring internet usage and the continued growth of online shopping means marketing through the internet keeps gaining a wider reach, pushing more and more businesses to seek online advertising services.
- Dublin’s strong market draws ad agencies in. Ireland’s capital is the base for a lot of the country’s business headquarters, meaning plenty of opportunities for agencies to win custom.
- Price is key to staying competitive, but reputation can win out too. The huge number of agencies means customers will often be able to find a better price, but having a history of producing successful campaigns can be more important.
Industry Overview
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 1.2 % over the past five years, to reach an estimated €882.7m in 2024.
Trends and Insights
Marketing spend in Ireland lags behind other countries, with the FMCG sector cutting costs
- A survey conducted for MediaCom Ireland by iResearch in 2018 revealed that total spending on marketing only represented 8% of a company's revenue in Ireland, lagging behind the United Kingdom and the United States where the comparable figure was approximately 11%.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Demand conditions for ad agencies will vary by downstream markets
- Demand from telecommunications and technology firms is anticipated to be robust, fuelled by the rapid pace of technological change and Ireland's reputation as a producer of high-tech products.
Biggest companies in the Advertising Agencies in Ireland
| Company | Market Share (%)
2024 | Revenue (€m)
2024 |
|---|---|---|
Omnicom Group Inc | 39.9 | |
Havas Ireland Ltd | 27.4 | |
Ogilvy & Mather Group Ltd | 20.1 |
To view the market share and analysis for all 5 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including TV and radio advertising, Online advertising and Print media advertising. TV and radio advertising is the largest segment of the Advertising Agencies in Ireland.
Trends and Insights
Rising internet usage and soaring online shopping boost online advertising
- Although the total amount spent on online advertising is considerably higher than the amount spent on TV and radio advertising, this segment's share of revenue is only slightly larger, as a large proportion of the total amount spent on online advertising does not flow through the industry.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- There are no industries to display.
Complementors
- Television Programming & Broadcasting in Ireland
- Management Consultants in Ireland
- Market Research & Public Opinion Polling in Ireland
- Specialised Design Activities in Ireland
International industries
- Global Advertising Agencies
- Advertising Agencies in the US
- Billboard & Outdoor Advertising in the US
- Direct Mail Advertising in the US
- Digital Advertising Agencies in the US
Table of Contents
About this industry
Industry definition
Advertising agencies produce, place and provide advice about advertising material across a range of media, including TV, print, radio and the internet. They also advertise at the point of sale, on billboards and using direct mail promotional campaigns. The industry excludes public relations agencies, media sales representatives and market researchers.
What's included in this industry?
Online advertisingTV and radio advertisingPrint media advertisingOutdoor advertisingDesigning and developing non-mainstream media campaignsCinema advertisingProfessional advertising adviceCompanies
Omnicom Group IncHavas Ireland LtdOgilvy & Mather Group LtdPurchase this report to view all 5 major companies in this industry.
Related Terms
BELOW-THE-LINE ADVERTISINGABOVE-THE-LINE ADVERTISINGOUTDOOR ADVERTISINGIndustry Code
SIC 73.11 - Advertising Agencies in Ireland
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
The Irish advertising agency lags behind its global counterparts. Marketing spend in the country is weaker than in a lot of other nations, with the FMCG sector in particular ...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Online advertising rises to the top. Soaring internet usage and the continued growth of online shopping means marketing through the internet keeps gaining a wider reach, push...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Dublin’s strong market draws ad agencies in. Ireland’s capital is the base for a lot of the country’s business headquarters, meaning plenty of opportunities for agencies to w...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Price is key to staying competitive, but reputation can win out too. The huge number of agencies means customers will often be able to find a better price, but having a histo...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
No company dominates the market. Although there are a handful of bigger global agencies operating in Ireland, there’s still plenty of business to go around.
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Omnicom Group Inc's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Havas Ireland Ltd's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Ogilvy & Mather Group Ltd's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 2 additional companies
Detailed analysis
- Description and key data for Omnicom Group Inc, and factors influencing its performance in the industry
- Description and key data for Havas Ireland Ltd, and factors influencing its performance in the industry
- Description and key data for Ogilvy & Mather Group Ltd, and factors influencing its performance in the industry
- Description, key data and performance trends for 2 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
A lack of public support means agencies only have associations to turn to for help. They can join the Association of Advertisers in Ireland to benefit from advice and support...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Price competition intensifies. With more companies entering the market and other businesses, like PR firms, encroaching on the market, agencies are offering lower rates to st...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Ireland include:
- Central Statistics Office
- Department of Enterprise, Trade and Employment
- Irish Tax & Customs
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Advertising Agencies industry in Ireland in 2024?
The market size of the Advertising Agencies industry in Ireland is €882.7m in 2024.
How many businesses are there in the Advertising Agencies in Ireland industry in 2024?
There are 891 businesses in the Advertising Agencies industry in Ireland, which has grown at a CAGR of 0.9 % between 2019 and 2024.
Has the Advertising Agencies industry in Ireland grown or declined over the past 5 years?
The market size of the Advertising Agencies industry in Ireland has been growing at a CAGR of 1.2 % between 2019 and 2024.
What is the forecast growth of the Advertising Agencies industry in Ireland over the next 5 years?
Over the next five years, the Advertising Agencies industry in Ireland is expected to grow.
What are the biggest companies in the Advertising Agencies market in Ireland?
The biggest companies operating in the Advertising Agencies market in Ireland are Omnicom Group Inc, Havas Ireland Ltd and Ogilvy & Mather Group Ltd
What does the Advertising Agencies in Ireland include?
Online advertising and TV and radio advertising are part of the Advertising Agencies industry.
Which companies have the highest market share in the Advertising Agencies in Ireland?
The company holding the most market share in Ireland is Omnicom Group Inc.
How competitive is the Advertising Agencies industry in Ireland?
The level of competition is high and increasing in the Advertising Agencies industry in Ireland.
