Google Ads PPC averages $5.69 CPC. OTT (Over-The-Top) is bought on CPM only, averaging $29.40. Analysis for Ireland in 2026.
Ireland is a small but disproportionately strategic European ad market — CPMs run roughly 5% above US baselines, but the country's outsized role as the European HQ for Google, Meta, TikTok, LinkedIn, and most major tech platforms makes it relevant beyond its population (~5.2M). Most platforms' EU-wide commercial decisions are made in Dublin, and EU GDPR enforcement against US tech companies routes through the Irish DPC (Data Protection Commission), which has been historically criticized as slow but is now more active. Domestic ad spend is dominated by retail, financial services, telecom, and a notably high concentration of B2B SaaS due to Dublin's tech employer base. English-language creative is standard; Irish (Gaeilge) creative is rarely used outside specific cultural campaigns.
Search advertising on Google - pay per click on search results
Connected TV and streaming platforms (Hulu, Roku, etc.)
The auction, the creative, the budget floor — the three things you actually need to know before picking a platform.
Google Ads runs a real-time second-price auction on every search query. You pay per click, and your effective CPC is a function of your bid, Quality Score, and competitor bids — high-intent commercial keywords (finance, legal, insurance) can 5-10x the platform average because auction density is brutal.
Responsive Search Ads: up to 15 headlines (30 chars each), 4 descriptions (90 chars each). Google mixes them dynamically. Sitelinks, callouts, and structured snippets are effectively required to stay competitive.
Budget floor to reach statistical signal: roughly $50–100/day per campaign, or $1.5K–3K/month per keyword theme. Below that, learning phase never stabilizes.
OTT (Hulu, Peacock, Roku, Samsung TV+, etc.) is bought exclusively on CPM with 15- and 30-second video creative. Rates run $25–40 CPM — the highest of any digital channel — because inventory is finite premium video and the ROAS story is measured against linear TV, not against Facebook.
15s or 30s video, 1920×1080 (16:9), broadcast-quality mastering. No skippable formats. Most platforms require closed captions and mezzanine-file delivery through demand-side platforms.
OTT has a real budget floor: most DSPs require $5K–10K/month minimum, and to reach reliable frequency in a metro DMA you need $15K+/month per platform.