Tuesday, 9 July 2019

Questions (843)

Peadar Tóibín

Question:

843. Deputy Peadar Tóibín asked the Minister for Housing, Planning and Local Government 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. [29395/19]

View answer

Written answers (Question to Housing)

My Department has collated the information presented in the table below in relation to digital marketing and advertising. My Department uses digital advertising, across social media and other websites, to reach the public and different stakeholders in various information campaigns. This reflects the diverse media through which the public, stakeholders and businesses access information and advertising.

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Purpose of the digital advertisements

Amount spent on digital advertising

Items on which funds were spent

Criteria by which target audiences were selected

Amount of the digital spend targeted at people in Ireland

Amount of the digital spend targeted at people abroad

Amount that related to private companies

Amount that related to policy initiatives

2019

To promote the schemes available to owners of vacant properties to bring them back into liveable use

€750.00

Facebook , Twitter and Irish Property Owners Association Ezines

The IPOA Ezine is the official newsletter for the Irish Property Owners' Association and the Residential Landlords' Association of Ireland Organisation. The target audience is owners of vacant properties. 

€750

€0

€750

€750

Promote awareness of the public consultation of proposed reform of the electoral modernisation process

€20,185.94

Website and online advertising; Twitter; Facebook; Search optimisation;

Premium media sites selected to reach public stakeholders

€20,185.94

€0

€20,185.94

€20,185.94

Promotion of Met Eireann's new podcast series

€200

Facebook and Twitter

€200

€0

€200

€200

Promotion of Department produced video on the referendum process in Ireland

€508

Facebook

Objective of informing the general public about how referendums are run in Ireland

€508

€0

€508

€508

Promoted social media posts regarding short-term lettings

€422

Facebook and Twitter

Targeted at individuals living in Ireland aged 18-65

€422

€0

€422

€422

2019 Total

€22,065.94

€22,065.94

€0

€22,065.94

€22,065.94

2018

To promote fire safety messaging

€9,196.62

Facebook

Messaging targeted at all age groups

€9,196.62

€0

€9,196.62

€9,196.62

Recruitment for specialist positions within Met Eireann

€447.66

Meteorologist and Hydrometeorologist job advertisements

Primary online portal in Europe for meteorological job vacancies

Not differentiated

Not differentiated

€0

€0

Local Electoral Area Boundary Reviews

€6,509

Online advertising

Premium media sites selected to reach public stakeholders

€6,509

€0

€6,509

€6,509

Register of electors awareness campaign

€13,665.84

Online advertising

General national awareness campaign

€13,665.84

 €0

13,665.84

13,665.84

2018

€29,819.12

€29,371.46

€0

€29,371.46

€29,371.46

2017

To promote fire safety messaging

€8,487.00

Facebook, Twitter

Messaging targeted at all age groups

€8,487.00

€0

€8,487.00

€8,487.00

Campaign primarily focused on landlords, aimed at: 1. Generating awareness for Housing Assistance Payment (HAP) scheme and its advantages for landlords; 2. Encouraging landlords to contact HAP local authorities directly; 3. Through informing and engaging, help facilitate landlords to rent their properties through HAP.

€18,990.00

Advertising on Facebook, Twitter, Daft.ie and thejournal.ie

HAP digital media campaign focused on Dublin. 

€18,990.00

€0

€18,990.00

€18,990.00

Register of electors awareness campaign

€12,699.75

Online advertising

General national awareness campaign

€12,699.75

€0

€12,699.75

€12,699.75

Information campaign aimed at property owners with vacant properties who wish to bring them back into use

€10,783.23

Social media advertising

Aimed at property owners with vacant properties who wish to bring them back into use

€10,783.23

€0

€10,783.23

€10,783.23

Raise awareness of HAP

€8,265

Facebook, Twitter, Daft.ie and thejournal.ie

Raise awareness among the public

€8,265

€0

€8,265

€8,265

Recruitment for specialist positions within Met Eireann

€1,045.50

Chief Hydrometeorologist and Senior Database Specialist job advertisements

At the recommendation of the Public Appointments Service (PAS)

Not differentiated

Not differentiated

€1,045.50

€0

Promotion of the Local Infrastructure Housing Activation Fund

€3,690.00

Digital promotion of online content

Awareness raising of the fund

€3,690.00

€0

€3,690.00

€3,690.00

2017 Total

€63,960.48

€62,914.98

€0

€63,960.48

€62,914.98

2016

To promote fire safety messaging

€9,594.00

Facebook, Twitter, Instagram Stories

Messaging targeted all age groups

€9,594.00

€0

€9,594.00

€9,594.00

Register of Electors awareness campaign  

€11,712.68

Online advertising

General national awareness campaign

€11,712.68

€0

€11,712.68

€11,712.68

Rebuilding Ireland

€4,797.00

social media advertising for launch of Action Plan; digital distribution of online content regarding Pillar 1 of Rebuilding Ireland

Awareness raising

€4,797.00

€0

€4,797.00

€4,797.00

2016 Total

€26,103.68

€26,103.68

€0

€26,103.68

€26,103.68

2015

To promote fire safety messaging

€2,337.00

Facebook, Twitter

Messaging targeted all age groups

€2,337.00

€0

€2,337.00

€2,337.00

Register of Electors awareness campaign  

€5,903.50

Online advertising (online awareness campaign, development of leaderboard)

General national awareness campaign

€5,903.50

€0

€5,903.50

€5,903.50

2015 Total

€8,240.50

€8,240.50

€0

€8,240.50

€8,240.50

2014

To promote fire safety messaging

€2,460.00

YouTube

Messaging targeted all age groups

€2,460.00

€0

€2,460.00

€2,460.00

Register of Electors awareness campaign  

€10,468.53

Online advertising (online adverts, designworks)

General national awareness campaign

€10,468.53

€0

€10,468.53

€10,468.53

2014 Total

€12,928.53

€12,928.53

€0

€12,928.53

€12,928.53

2013

Register of Electors awareness campaign  

€16,208.94

Online advertising (online hosting, online campaign, creation of online ads)

General national awareness campaign

€16,208.94

€0

€16,208.94

€16,208.94

2012

€0

€0

€0

€0

€0