Total digital adspend was €1.146 billion in 2025 according to the latest results of the IAB Ireland Online Adspend report conducted by IRM.
This reflects 8% growth year-on-year. Investment in video, spanning social platforms, broadcasters and publishers, outpaced total market growth, with 14% growth compared to 2024. Video now accounts for 39% of total digital ad spend.
Display is the largest digital category at €735m and includes Social, Video, Banners, Native and Digital Audio. Display represents 64% of all digital adspend in 2025 and grew by 10% to €735m.
Social media adspend continues to drive growth rising to €576m in 2025 reflecting 12% growth year-on-year.
Investment in Publisher/Broadcaster Video and Digital Audio saw strong growth in 2025 with Publisher/Broadcaster Video growing by 22% to €45m and Digital Audio achieving 20% growth and an adspend of €23m.
The full report is available through IAB Ireland.