Interactive Return is first Digital Agency to join IAPI

Interactive Return has become the first dedicated digital marketing agency to be accepted as a member of the Institute of Advertising Practitioners in Ireland (IAPI) in a move that reflects the mainstream nature of online marketing.

The announcement comes as additional marketing spend is transferred to online marketing activities. The online marketing environment in is estimated to be worth in excess of 30 million and comprises of activities from search marketing, online advertising, online classified and directory entries, online product placement and emailing. Research carried out by IAPI shows that online advertising spend has now surpassed cinema advertising spend in .

Commenting on the announcement Martin Murray, CEO, Interactive Return said “This announcement represents a historic tipping point in the rapid growth of the online marketing environment in Ireland. The market has long since moved from experimental media spend by some large organizations to a highly measurable member of the marketing mix. With more Irish companies targeting international markets and the increased public reliance on the internet for searching and sourcing, the digital marketing mix is set to grow in importance. Online digital marketing and advertising supplements the traditional media and is symbiotic with them. However this market is driven by the vast improvements in measurability and the large numbers online, both of which are set to grow.”

Sean McCrave, Chief Executive IAPI added “The advertising industry is a dynamic and constantly changing one. New conduits to target the disparate audiences ensure that messages are kept fresh and that advertising can cut through the clutter. We are now entering a new arena with the ability to tailor programmes and to use the internet to reach new groups. As the internet and broadband penetration have grown it is important to reflect these changes with our membership. Digital advertising agencies will bring additional expertise and help solidify the symbiotic relations that exist between traditional and online advertising.”