Tuesday, 9 July 2019

Questions (578)

Peadar Tóibín

Question:

578. Deputy Peadar Tóibín asked the Minister for Communications, Climate Action and Environment the amount spent on digital marketing in each of the past eight years; the items on which funds were spent; the criteria by which target audiences were selected; the amount of the digital spend targeted here; the amount targeted abroad; the amount that related to private companies; the amount that related to policy initiatives; and the purpose of the digital advertisements. [29387/19]

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Written answers (Question to Communications)

The information sought is outlined in the following table and relates to the period after the establishment of the Department of Communications, Climate Action and Environment in 2016.

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Type of advice/campaign

Company engaged

Year

Cost

Trading Online Voucher (TOV) Awareness

Digital Newspaper Advertisement

2016

€3,075

The target audience was Irish Independent readers with all expenditure targeted in Ireland and related to a policy initiative.

TOV Awareness

Facebook and Google Adwords

2018

€4,743

Facebook - targeted at small business owners and those interested in e-commerce. Google Adwords – keywords associated with e-commerce and growing your business online and small business grants. All expenditure was targeted in Ireland and related to a policy initiative.

TOV Awareness

Google Adwords

2018

€2,649

Keywords associated with e-commerce and growing your business online and small business grants. All expenditure was targeted in Ireland and related to a policy initiative.

Regional Gathering Athlone

Facebook

2018

€560

Regional Gathering Tralee

Facebook

2018

€185

Regional Gathering Tralee

Facebook

2018

€349

TidyTowns Awards

Facebook

2019

€528

Audiences were selected by locality and related interests. All of the spend was targeted to audiences in Ireland with €1094 spent for the Regional Gatherings -a Government initiative to attract a local audience to attend locally held events.

Tidy Towns – to advertise and attract entrants to enter DCCAE Tidy Towns Special Awards.

ObSERVE Promotion

Facebook

2018

€369

Promotion of the programme during the launch of the final reports & data being made available to the public. Targeted Audiences were selected on the following: location in Ireland; 3rd Level Education; industries or interest groups who may have an interest in Biodiversity data. Relates to a policy Initiative.

Broadcasting

Regulating Harmful Content

Facebook

2019

€301

Broadcasting

Regulating Harmful Content

Twitter

2019

€307

Public consultation on the regulation of harmful online content and the implementation of the revised Audiovisual Media Services Directive. All spend was targeted in Ireland and related to a policy initiative. Twitter was targeted at Male & Female; All Ages and those who have previously interacted with DCCAE tweets.

Facebook was targeted at Male & Female and 18-65.

Phasing Out Flat Fees

Facebook / Instagram

2018

€265

Phasing Out Flat Fees

Focus Advertising in respect of advertising campaign on Twitter, Facebook & Instagram

2018

€12,300

The spend was in support of a policy initiative to phase out flat rate fees and encourage greater segregation of waste. The target audience was anyone with a household bin. All spend was targeted in Ireland.

Ploughing Championships

Facebook/ Instagram

2018

€369

The spend was targeted in Ireland, Northern Ireland, UK (excluding urban zones) Male & Female; 18-65 and the following areas: Dairy farming Agricultural machinery, Local food, Rural tourism, Sustainable development, Poultry farming, Agricultural show, Local news, Community development, Farm, Tillage, Agriculture or Rural development, Farming, Fishing and Forestry, Community issues, Tidy Towns (Ireland), Sustainable living, Local Business, Online Home Business, Sustainable energy, Rural development or Environmentalism, Small business owners.