Buymedia

24/06/2026

80% of marketers feel pressure to adopt AI, while just 6% say they have successfully embedded it into their workflows.

That gap was at the heart of The New Media Playbook event, which we co-hosted yesterday with Deloitte Digital and ACNE Creative.

The room was filled with senior marketers from across Irish business, all asking versions of the same question: Where is AI actually delivering value, and where is it just creating noise?

Dylan Cotter, Managing Director of Deloitte Digital and ACNE made the point that AI is cutting the cost of relevance, not just the cost of content, enabling brands to move beyond one-size-fits-all campaigns towards more personalised experiences.

Fergal O' Connor, Founder and CEO of Buymedia®, pointed to research that AI will influence 80% of media planning decisions by 2027. He shared why AI in media planning is becoming a competitive advantage, helping marketers process thousands of data points across channels and make decisions based on evidence rather than assumptions.

A common thread across both presentations: these tools democratise access to advertising, media planning and creative services, letting businesses of every size compete at a scale that was not possible before.

Stephen Barnes, Extended Reality Lab Manager at Walton Institute and ENTIRE EDIH Ireland showed that extended reality has moved past the hype, with case studies already delivering across health, tourism, hospitality and retail.

💡 Some of the strongest insights came from organisations already putting AI to work.

Stephen Williams, Group Director of Sales, Marketing & IT Windward Management Limited shared how the hospitality group is using Buymedia's AI-powered advertising platform alongside other AI tools to improve decision-making, personalise guest communications and drive revenue growth. The result? A 20% reduction in digital advertising spend while increasing revenue.

Lynda V., Group Creative Manager at Stena Line spoke about using generative AI with ACNE to adapt creative campaigns across multiple markets at scale. A reminder that while AI can accelerate production and personalisation, expert human input remains essential.

Laura Plunkett Programme Manager at CeADAR Ireland also joined the panel and shared the supports available to businesses on their AI journey through CeADAR and ENTIRE EDIH.

Peter McPartlin, who expertly chaired the discussion, kept everyone honest with the question that mattered: are these tools actually delivering? He closed by reminding the room that human intuition and critical judgement remain essential.

Thanks to everyone who joined us and contributed so openly to the discussion.

22/06/2026

Political developments can quickly reshape the business landscape.

Today's news has put Andy Burnham firmly at the centre of the conversation about Britain's future leadership, and the impact on Irish businesses in the UK.

Buymedia's UK launch last October, was backed by Andy Burnham who said 'It’s important that businesses not only in the region but across the UK embrace new technological and innovative tools and platforms like Buymedia to help them to grow and scale their businesses nationally and internationally.”

Our founder and CEO Fergal O'Connor, shared his views on what an Andy Burnham-led Britain could mean for Irish businesses operating across the UK.

As quoted in The Business Post:

"The city had a kind of "meitheal", with "all of the ecosystem working together". There is however, anxiety over what losing Burnham could mean for the city. "It's definitely a concern. If he moves on the region could suffer because of that." His departure, he said, is a "double-edged sword."

Whatever the political outcome, one thing remains clear: regional economies, local investment and stronger connections between Irish and UK businesses will continue to play a vital role in driving growth.

Read the full story here by Dominic McGrath:
https://www.businesspost.ie/companies/what-would-andy-burnhams-britain-mean-for-irish-business/

MediaPlanning

Big Read What would Andy Burnham’s Britain mean for Irish business? Dominic McGrath June 21, 2026 Business Post subscribers can read:• How Andy Burnham's potential leadership challenge could reshape UK-Ireland business relations• Why some Irish companies fear the impact of Burnham's possible d...

18/06/2026

Most marketers instinctively credit the creative when a campaign performs well. But the evidence tells a more nuanced story. (Source : IPA (Institute of Practitioners in Advertising)

Research shows media planning is at par with creative when measuring campaign efficiency and has greater weight when accounting for budget distribution across markets, products and channels.

That's not an argument against investing in great creative. It's to ensure the creatives are getting the best possible platform.
Even the most compelling ad won't work hard enough if the media thinking behind it is weak.

Are you giving your creative the platform it deserves?

11/06/2026

Following a record-breaking 2025, where OOH reached its highest ever annual revenue of £1.44bn, Q1 2026 has been an even greater boom for OOH. (Source: The Media Leader UK)

For brands, the message is clear: audiences are out there, and OOH is reaching them. But reach alone isn't enough.

The brands winning in this channel are the ones pairing that visibility with smart audience data, knowing not just where their customers are, but who they are and when to show up.
That's exactly what Buymedia helps you do.

Get a demo to see how to make your advertising more effective : https://buymedia.ai/uk/request-demo

09/06/2026

🚀 From strategy to screen: GoMo Fibre Broadband has launched. 🚀

GoMo Fibre Broadband has officially entered the Irish broadband market with a fully integrated, multi-channel media strategy, planned and managed end-to-end through the Buymedia platform.

A nationwide rollout across OOH, AV, Cinema, Digital Audio and Online Media, the campaign brought GoMo's bold, playful creative to audiences right across the country.

A real highlight of the campaign is the special-build OOH installation in Rathmines, delivered in partnership with Talon Ireland, bringing the creative to life in the physical environment with serious impact.

The result: broad national awareness, sharp targeting and a confident, data-driven launch that reinforces GoMo's challenger positioning in a competitive market.

Here's what our partners at GoMo had to say:

"Buymedia delivered an exceptional, data-driven media strategy to support the launch of GoMo Fibre Broadband, bringing clarity, precision, and strong results in a competitive market. Their approach enabled smart targeting, seamless ex*****on, and confident decision-making throughout." — Caroline Lynch, Head of Brand, GoMo

And from our own CEO:
"This launch is exactly what the Buymedia platform was built for: precise, data-driven media planning with full visibility from strategy through to ex*****on." Huge credit to the Buymedia team, and to our partners at GoMo, for delivering yet another campaign that truly stands out." — Fergal O’ Connor, Founder and CEO, Buymedia

A strong example of what integrated planning delivers when it's built on smart, data-driven technology.👏

05/06/2026

When every euro counts, precision matters. 🎯

Buymedia was delighted to work with the wonderful team at Marie Keating Foundation to deliver a multi-channel campaign spanning radio, digital audio, OOH, display, social and online, all powered by data-driven targeting to reach exactly the right audiences on a modest budget.

The result? Awareness turned into real health-seeking action.

✨ 3.5M total campaign reach
✨ 59K YouTube video views
✨ +118% increase in web traffic

See how we did it 👉 https://lnkd.in/d67dQwYE

04/06/2026

The media buying landscape has fundamentally changed. 👇

Precision targeting, smarter optimisation, real-time performance data. AdTech has raised the bar on what's possible. The marketers pulling ahead aren't necessarily spending more. They're operating with better infrastructure.

Yet the reality for most teams looks very different. Fragmented tools. Disconnected data. Reporting that arrives too late to act on.

Buymedia changes that. 👇

One platform connecting media planning, buying and reporting, giving marketing teams and media buyers the visibility and control they need to make faster, smarter decisions across every channel.

👉 Find out what your campaigns are missing. Book a demo today: https://lnkd.in/e7P2CcEf

15/05/2026

3 Cities. 3 Days. 1 Incredible Festival. 🚀

What a week! The Buymedia team has just finished a whirlwind tour of the Northern Marketing Festival, connecting with the brightest minds in Liverpool, Leeds, and Manchester.

Here is our roundup of a packed week (that we’re still recovering from!):
Liverpool: The festival kicked off at the Liver Building, with a powerful first talk by Helen Cross, setting the stage for a day of high-level strategy.
A standout was the panel on regulated marketing featuring KellieBbooks LLCmydentist (UK), Rebecca Moore, and Will Jones, which highlighted the delicate balance of brand growth within strict frameworks. We also explored relationship building within podcasting communities and capturing the moment with insights from Craig Hannan (The Anfield Wrap).

At our stand, we had some engaging, chats with the Elizabeth Pam, MBA and Lucian Vinogradov (B&M Retail) about their unique advertising challenges, and Aaron Hayes (Aabyss). These conversations reinforced that whether you’re a retail giant or a tech leader, the need for smart, localized media solutions has never been higher.

Leeds: Next, we rolled into Aspire Leeds, where the focus shifted to brand distinctiveness. The room was packed for sessions with Yorkshire Tea and Tiger Sheds, exploring how brands find the customers that algorithms often miss. Nick Padmore and Luke Budka from Definition discussed the "Stop the Slop" movement, to encourage brands to move away from generic, AI-generated content toward bold, human-centric storytelling with practical tips on optimising and training AI models for specific usecases.

Manchester: The festival came to a fitting close at Victoria Warehouse, Manchester. Our founder and CEO, Fergal O’Connor, took to the stage to host a vital panel on Rethinking the Media Mix, with Fiona Robinson, Lesley Yeomans, Kristen Modral-Peak and Saira Raza, to discuss combined power of various media channels for full-funnel marketing.
Lucas Coe and Joshua Spaticchia reflect on tackling bad briefs and embracing creative bravery and Ben Ducker and Ben Cunningham brilliantly highlighted the complex but compelling relationship between creative and media, with the following session by JBH on their unique FAME model to help brands win in the changing landscape of AI search.

The celebrations continued late into the evening at the Marketing Champions Awards, where Fergal presented the Prolific Rising Star of the year award to Declan Real and Young Entrepreneur award to Niall Ratcliffe Seeing the incredible work being produced across the North was the perfect end to a week dedicated to excellence.

Thank you to Prolific North for organising and and everyone who stopped by our stand. See you at the next one! 🥂📈
Ailish Hanna McDonnell Hansika Vaid
Photography credits: The Vain Photography

07/05/2026

Outdoor Advertising (OOH) in Ireland isn't just growing; it's becoming a functional part of the path to purchase. According to the latest Kantar TGI ROI report, 68% of Irish adults recall seeing an outdoor ad in the past week, a steady 2% increase year-on-year.

At Buymedia, we stay current with changing consumer behaviour- whether it’s classic billboards or high-intent digital screens in shopping centers, to help amplify the impact of your campaigns.

MediaPlanning

22/04/2026

The "Toll Avoider": A Segment You Can't Afford to Ignore 🚗💸

Can driving habits predict media engagement? The data says yes.
In Ireland, 42% of all drivers now agree that they actively try to avoid tolls when driving.

According to Kantar this segment shows a unique cross-section of value-consciousness and high ad-receptivity.

Understanding the "why" behind consumer choices, like avoiding a toll, can unlock high-performing media channels like podcasts and synchronized TV/mobile campaigns.

Buymedia helps you connect these behavioural dots to place your brand where it's actually being noticed.