The **Irish Examiner** and **The Echo** recently hosted an engaging **Digital Lunch & Learn** event on **May 28** at the **Republic of Work** in Cork, drawing a crowd of local businesses eager to unlock the secrets of maximizing their digital advertising impact within **trusted media environments**.
Harnessing the Power of Digital Advertising
**David Murphy**, Head of Digital Solutions at **The Irish Times Group**, kicked off the event with a compelling presentation on how **first-party data**, **brand safety**, and **contextual relevance** can supercharge online engagement and enhance measurable results. He stressed the unique advantages that come with advertising through reputable news brands like **the Irish Examiner** and **The Echo**, which have become daily touchstones for audiences seeking trustworthy information.
Clarity in a Cluttered Digital World
“In today’s cluttered digital landscape, the businesses that thrive are those that understand the immense value of advertising in **uncluttered spaces**. When you capture someone’s attention without competing against a flood of messages, your impact skyrockets,” Murphy explained. “Standing out isn’t about being the loudest; it’s about being smarter, more targeted, and fundamentally relevant to your audience. Precision over volume is what the digital realm rewards, time and again.”
The Art of Branded Storytelling
Next up was **Gavin McAuliffe**, Head of the Group Content Studio, who delved into the art of **branded storytelling**. He illustrated how tailored, high-impact content can effectively build **awareness, trust**, and long-term **brand equity**.
Connecting with Audiences through Storytelling
“Branded content is **storytelling that connects—and sells**. Instead of simply pushing products, it offers value that people genuinely want to engage with, seamlessly integrating the brand’s message,” McAuliffe articulated. He noted the growing importance of premium storytelling within trusted media environments, saying, “With the **over saturation of ads** we face daily, stories told through the **Irish Examiner** and **Irish Times Group** resonate more than ever.”
He further emphasized their success in delivering **results-driven content** for both high-profile national brands and local advertisers, always focusing on ideas that cut through the noise and genuinely connect with real people.
Real-World Success Stories
Attendees were treated to numerous **testimonials** from diverse sectors, featuring inspiring case studies from **Cork Simon**, **Cushman & Wakefield**, and **Douglas Court Shopping Centre**. These businesses showcased their success in achieving tangible results through collaborative digital campaigns.
“We worked with Content Studio on a digital campaign dedicated to the sale of **No39 Patrick Street**, a premium retail unit in Cork,” shared **Siobhan Young**, divisional director at **Cushman & Wakefield**. “Interest surged from day one, resulting in high viewing rates and a swift sale.” Their campaign effectively reached its target audience within just **24 hours**, far ahead of its **10-day deadline**.
“The results were so impressive that we will now recommend our clients explore digital platforms more keenly, as I know that the Content Studio team will continue to enhance our services across media,” Young added enthusiastically.
Impact Beyond Expectations
Similarly, **Cork Simon Community** reported a staggering **50-fold increase** in traffic to their **‘Gifts in Wills’ webpage** after launching a campaign in partnership with Content Studio. The native articles published on **IrishExaminer.com** and **EchoLive.ie** dramatically boosted interest in legacy donations. “We aimed to empower people to support solutions to homelessness without overwhelming them. The long-term campaigns on the Examiner and Echo made a significant difference,” stated **Paul Sheehan**, head of campaigns and communications at Cork Simon.
The collaborative approach yielded not only exceeded fundraising targets but also earned an **honourable mention** at the **INMA’s** annual global awards.
Building Community Engagement
**Bartosz Mieszala**, property director for **The Douglas Court Partnership**, expressed his delight with Content Studio’s campaign, which effectively shared the shopping center’s commitment to community engagement with a **broader audience**. “EchoLive has become an essential tool in our growing outreach. We aim to connect with even larger audiences moving forward, and we’re excited about a bright future together,” he emphasized.
Insights for Business Leaders
The Lunch & Learn attendees gained invaluable insights from Gavin McAuliffe and David Murphy on how to narrate their stories and effectively connect with online audiences. In a noteworthy statistic, **digital advertising spending** is projected to reach **€1.06 billion in 2024**, a remarkable **11% growth year-on-year**, confirming digital advertising as **Ireland’s leading market**. Online display advertising grew by **13%** in the same year, while branded storytelling (native articles) surged by **18%**.
As part of the **Irish Times Group**, **The Irish Examiner** and **The Echo** provide comprehensive advertising and content solutions across various platforms, including **video**, **print**, **digital**, and **podcasting**.
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