Eamon Ryan (Dublin Bay South, Green Party)
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My Department uses advertising to promote a range of services, supports and initiatives for people and communities across Ireland.

As the media landscape has evolved over the past number of years, advertising expenditure has grown to address the diverse needs of different audiences, including costs associated with achieving national reach for important public messages. For example, my Department has run a significant national campaign on reducing energy use in 2022, 2023 and 2024. This “reduce your use” campaign was designed to assist every household in Ireland in dealing with rising energy costs. In recent months, advertising expenditure has also grown to ensure that we are meeting our Irish language advertising requirements under the Official Languages (Amendment) Act 2021.

My Department utilises digital and online platforms, recognising they are a crucial tool for us to connect with communities and regional audiences across Ireland. Advertising on online platforms includes a variety of approaches and formats, including social, search, display, VOD, digital partnerships and digital audio.

The majority of my Department’s online advertising is procured via a media buying agency, and the weighting assigned to each platform is determined by target audience, best practice, and securing value for money.

The table below sets out overall digital and online advertising expenditure in my Department from 2019.