Top 10 Digital Ad Spending Channels in Ireland (2026)

In 2026, Ireland's digital advertising landscape continues to evolve rapidly. Marketers are shifting budgets towards high-performing channels to maximize ROI, making it essential to understand the top spenders.

1. Social Media Advertising

Social media ad spend in Ireland is projected to reach 45% of total digital ad budgets in 2026, reflecting a 12% increase from 2025.

2. Search Engine Marketing (SEM)

SEM remains dominant, accounting for 28% of digital ad spend, with a 4% growth driven by increased mobile search activity.

3. Video Advertising

Video ads are set to comprise 15% of digital ad budgets, growing 9% from the previous year due to rising OTT platform usage.

4. Display Advertising

Display ads hold 10% of the market share, with programmatic buying increasing by 7%, emphasizing targeted campaigns.

5. Influencer Marketing

Influencer campaigns are capturing 4% of ad spend, a 3% increase as brands leverage authentic content to reach audiences.

6. Native Advertising

Native ads constitute 3% of the digital ad budget, reflecting a 2% growth aligned with consumer preference for seamless content.

7. Podcast Advertising

Podcast ad spend is projected to reach 2% of the total digital budget, doubling from 2025, as audio content gains popularity.

8. Email Marketing

Email marketing remains steady at 2% of digital ad spend, with innovations in personalization boosting effectiveness.

9. OTT and Connected TV Advertising

OTT advertising accounts for 1.5%, with a 1.2% increase as viewers shift to streaming platforms.

10. Digital Out-of-Home (DOOH)

DOOH advertising captures 0.5% of the budget, growing modestly as digital screens become more prevalent in public spaces.

Conclusion

Ireland's digital ad spending channels in 2026 highlight a diverse and dynamic landscape. Marketers are increasingly prioritizing social, video, and emerging formats to engage consumers effectively.

Frequently Asked Questions

Q: Which digital channel is expected to see the most growth in Ireland in 2026?

A: Video advertising is projected to see the highest growth, expanding by 9% as consumers favor OTT and streaming content.

Q: How is influencer marketing performing in Ireland's digital ad landscape?

A: Influencer marketing is gaining traction, with its share of ad spend doubling to 4%, driven by brands seeking authentic engagement.

Q: What role does programmatic display advertising play in Ireland?

A: Programmatic display ads are growing steadily, representing 7% of digital ad spend, enabling targeted and efficient campaigns.

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All statistics are 2026 estimates and projections based on industry trend analysis.