Government departments spent €1.3m on on line campaigns ultimate 12 months

by Brett Harper

Government departments spent almost €1.3 million on social media and virtual advertising remaining yr, in keeping with information supplied via Ministers.

Eleven of the 15 Government departments have disclosed details of what they have spent on structures which include Facebook, Google, Twitter and Instagram as well as for pop-up ads and sidebars.

The total spend for 2018 changed into €1,287,111. Only departments, Defence and Rural Affairs, had zero returns. The information is contained in replies to parliamentary questions submitted by using Social Democrats co-leader Catherine Murphy.


With 3 of the most crucial spending departments not filing any statistics, the overall discern should without difficulty exceed €1. Five million, displaying a clean approach inside the Government of migrating to social media platforms for advertising and data campaigns.

The largest spender using far changed into the Department of An Taoiseach, who spent greater than €437,000 remaining 12 months on 18 one-of-a-kind campaigns.

Taoiseach Leo Varadkar said the cause for its high spends to become a selection in 2017 to run pass-Government facts campaigns centrally. His branch took duty.

He disclosed that the purchase of digital and on-line space was managed via a media-shopping for the agency, Ph.D. Media. Purchasing digital and online space includes advertising and marketing on search engines like google (to make certain the public is directed to the sites that deliver the services they’re seeking out) and social media. Social media relates to subsidized posts on Facebook, Instagram, Twitter, and YouTube.

Global Ireland
The most significant single spend in the Department of An Taoiseach became for Global Ireland, which values €283,000. The 2d-biggest marketing campaign on social media and virtual structures become for Project Ireland 2040, which fee €95,000.

Almost €10,000 was spent on the unsuccessful effort to carry the Rugby World Cup to Ireland in 2017. Healthy Ireland concerned spending of approximately €eight,000, at the same time as Bliain na Gaeilge fee € 4,632.

The Department of Arts and Culture spent extra than €one hundred forty,000 in 2018, nearly 1/2 of which turned into for the Culture Ireland programme.

The Department of Foreign Affairs spent a total of just about €forty one,000. Its biggest spend was on a virtual and social media campaign for online passport renewals, which cost €38,000.

The most massive unmarried marketing campaign changed into an extensive campaign commissioned via the Department of Finance encouraging financial institution customers to exchange their money owed from one bank to every other. It cost more than €four hundred,000, but Minister for Finance Paschal Donohoe talked about in its reply that every one of the charges had been recouped from the two banks with huge State stakes in their ownership: AIB and Permanent TSB.

Domestic violence
The Department of Justice was also a massive spender, its number one campaign being What Would You Do? Which became designed to raise attention approximately home violence.

That campaign fee almost €a hundred and forty,000, broken down as follows: social media (€17,470), Google Adwords (€20,336), Video on Demand (€28,449), online content partnerships (€forty eight,713) and digital display commercials (€24,298).

The Department of Employment and Social Protection spent more magnificent than €fifty seven,000 on social media and digital advertising, which includes selling its internet site my welfare.Ie.

Four departments – Education; Transport; Children and Youth Affairs; and Housing – had been now not in a role to offer the facts, because it had not been collated.

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