Dáil Éireann Debate, Thursday - 23 May 2024
220. Deputy Carol Nolan asked the Minister for Social Protection the total costs incurred by her Department from 2019 to date relating to the placing of advertisements in online/digital media platforms; the names of the online platforms involved, in tabular form; and if she will make a statement on the matter. [23453/24]
View answerFor this response, I have interpreted online/digital media to include programmatic and social media advertising.
My Department administers more than 90 separate schemes and services, which affect the lives of almost every person in the State. The department is committed to ensuring that members of the public are fully aware of the welfare supports and services that are available, as well as ensuring key changes are communicated to them and online public information campaigns, including via social media and other digital platforms, are an important part of this work.
All campaigns are developed carefully in collaboration with our media buyer using the best mix of media formats to ensure that messages target members of the public effectively while ensuring the best value for money.
The total spend on online/digital media including programmatic advertisements and ads with Google, Video on Demand (VOD) including YouTube, Meta (Facebook and Instagram), X (formerly known as Twitter), Snapchat and TikTok from 2019 to date, inclusive of VAT and agency fees, is €1,756,116. Social channels used varied from year to year depending on the media strategy and target audience for any given campaign.
Details of the total social media and online/digital media advertising costs from 2019 to date are detailed below in tabular form as requested:
|
Year |
Total Spend (incl. VAT and fees) |
|
2019 |
€184,919 |
|
2020 |
€396,785 |
|
2021 |
€417,378 |
|
2022 |
€226,810 |
|
2023 |
€375,893 |
|
2024 |
€154,331* |
*Invoiced to date
