MediaPLUS: Leading Irish business figures deliver insights for 2025 [Video]

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The Future of video advertising

Noel McCarthy, Head of AV at Dentsu Aegis Network, analyses Ireland’s video advertising landscape in 2025.

In the coming year, the video advertising landscape will see viewers consuming more video content, with a 19% increase in time spent on platforms in 2024.

Advertisers are shifting budgets to video formats, while suppliers innovate to match viewer and advertiser needs.

SVOD platforms like Discovery+ and Amazon Prime have begun entering the market, offering scalable ad inventory, while connected TV is gaining traction, with BVOD platforms and YouTube dominating.

New inventory through FAST channels and digital platforms like YouTube Premium also expand opportunities for advertisers.

While, according to McCarthy, advertisers are being urged to prioritize quality content and trusted environments to maximize return on investment, avoiding low-value impression-based models.

To read McCarthy’s full article click here.

Irish …