Ireland's largest buyer of advertising describes publishers a 'smart business decision'
Adverising agency Core has said choosing to invest in news is 'a smart business decision'.
In a 15-minute video the challenges facing the media are outlined along with the growing number of opportunities now being offered.
In January, Core predicted the Irish advertising market will grow 7.3 per cent to €1.7bn this year.
Core, which is the largest buyer of advertising in Ireland, said growth would be driven by both digital media, which is set to account for almost two-thirds of spending, and the ongoing post-pandemic resurgence in out-of-home advertising
Dave Griffin, managing director of Core, said: "News media has long held a unique position in Irish society, a trusted source of information, a mirror to our national conversation and a powerful platform that connects communities.
"For marketeers, it is one of the most effective environments to build brand trust, drive message recall and reach engaged audiences, whether through print, digital, audio or video, Irish news publishers command substantial reach."
He said in "an age where attention is fleeting, news brands offer something rare context, credibility and connection".
During the webinar, Core experts outlined the fact that Ireland has a deep trust and interest in the traditional media, which faces real risks from AI-generated content.
However, it noted publishers still offer advertisers unique opportunities by making available first-party data for precision targeting of ads.
It pointed to the breakthrough of the use of clean rooms for sharing valuable data.
Data clean rooms enable a secure, controlled environment that allows multiple organisations — or even business units within a single organisation — to collaborate on sensitive or regulated data without compromising privacy.
And Core noted news media can provide campaigns that "cut through the clutter", such as home page takeovers, interactive scrollers, contextual video units, native storytelling, as well as branded content.
New media campaigns are also able to gauge the attention time to help inform future decisions.
Videos and podcasts were also highlighted as ways media outlets were adapting to reach new audiences
dmg's parenting podcast 'A Little Birdie Told Me' was name-checked as being able to "integrate seamlessly with broader media strategies".
"News media remains a vital force in the marketing mix, uniquely positioned at the intersection of trust, attention and cultural relevance," explained Mr Griffin.
"It's a channel that not only delivers scale but depth, while the media landscape is undergoing profound change driven by evolving audience habits and the rise of generative AI, Irish news publishers continue to adapt with resilience and innovation.
"For advertisers, this means opportunity to reach audiences in trusted environments, to harness rich first-party data, to create high-impact storytelling and to build lasting partnerships that resonate.
Videos and podcasts were also highlighted as ways media outlets were adapting to reach new audiences
He added: "The road ahead may be complex, but the value of news media is clearer than ever; it offers not just a place to advertise but a platform to connect, to lead and to support the very infrastructure that keeps society informed.
"As marketeers, choosing to invest in news is both a smart business decision and a meaningful contribution to the information eco-system we all depend on."
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