Tag: #ADS

6 Growth Hacks for Software Startups to Watch This Year

Running a software startup is a thrilling challenge for any founder. You have built something cool and now you need people to use it. Finding the right way to grow can feel like a guessing game most of the time. 

Plenty of teams burn through their funding trying to find a market that fits. You need smart ways to reach people without spending millions of dollars. These 6 hacks will help you get ahead this year. Success comes to those who test new ideas fast and learn from the results.

Leverage Location Data For Contextual Intelligence

A tech industry report mentioned that using location data to create actionable intelligence helps startups gain trust and scale at a faster rate. This means looking beyond simple map points on a screen. You need to know the context of where your user stands at that moment. Smart tools turn raw data into a better experience for the customer.

Contextual data allows you to send notifications that actually matter to the person. If a user is at a trade show, your app can offer a specific feature for that event. This makes the software feel like it was built just for their current needs. It is a powerful way to stand out in a crowded market.

Trust grows when your app acts like a smart helper. People stay with brands that respect their time and physical space. Use these data points to build a better user journey for every client. This strategy helps you grow without annoying your user base.

Align Technical Build With Marketing

Getting new users is a tough task for many technical founders. Many teams find that https://tortoiseandharesoftware.com/, and similar pages have useful information on the gap between technical builds and marketing success during their early stages. It is a big step to move from a beta to a full market launch. Having the right support can make the transition much easier.

Building a great app is only half the battle in the tech world. You have to tell the world why it matters in simple terms they can grasp. If your marketing is confusing, people will leave before they even sign up. Your website needs to speak to the problems your users face every day.

Keep your messaging clear and direct for every visitor. Use the same language your customers use in their daily lives. This builds a bridge between your code and their specific needs. A clear voice is a huge advantage for any new company.

Master Product-Led Growth Strategies

A blog post about market dominance noted that product-led growth often saves between 30 and 50 percent of costs compared to traditional sales. This lets the software sell itself to the user. It lowers the barrier for a person to try the tool for the first time. You get more users without hiring a massive sales team.

When people can use the app for free, they find the value on their own schedule. You do not need a large team to explain every single feature. The product does the heavy lifting for your growth goals. It is a scalable way to build a massive user base.

This model works best when the onboarding process is smooth. You want users to have a lightbulb moment within minutes of logging in. Once they see the value, they are happy to pay for a full plan. This shift in strategy is a big trend for the year.

Double Down On Search Engine Optimization

A recent benchmark study found that SEO leads the way in ROI with a customer cost of $647 for tech startups. This makes it a top choice for founders who want to avoid the high price of digital ads. It builds value that lasts for years instead of days. Organic search is the gift that keeps on giving.

Paid ads go away the moment you stop paying for the clicks. Content on your site stays there and brings in leads for a long time. It is a long-term play that pays off in a big way. You can build a steady stream of traffic that grows every month.

Focus on the problems your users are trying to solve every day. Write guides that help them do their jobs better and faster. This positions your startup as a leader in the field. High quality content builds trust before a user even talks to you.

Automate Your User Onboarding Flow

The first few minutes in an app determine if a person stays or leaves. You need a system that guides them through the basics with ease. Since you cannot talk to every user, the app must speak for you. Automation helps you scale your personal touch.

Automated tools can show them where to click and what to do next. This reduces the work for your support team and keeps users happy. Low friction is the key to high retention in the SaaS world. You want to remove every hurdle that stands in their way.

  • Create a simple checklist for new sign-ups.
  • Send a tip of the day through a short email.
  • Show a progress bar for account setup.

If the setup is too hard, people will find a different tool. Make it easy to get started with your software. Users will appreciate the simplicity of your design. A smooth start leads to a long relationship with your customers.

Build A Community For Better Support

Users like to feel like they belong to something bigger than an app. You can create a space where they can talk to each other about their work. This builds a loyal fan base that protects your brand over time. A strong community is a moat for your business.

A Slack channel or a Discord server is a great place to start your community. It allows your best users to help the new ones with their questions. This reduces the load on your support team significantly. It also gives you a place to test new ideas with your fans.

Listen to the feedback your community gives you on a regular basis. They will tell you which features to build next for the product. This keeps your roadmap aligned with what people really want. Engaging with your users makes your product better for everyone.

Staying ahead in the software world takes constant effort and learning. You have to adapt to new trends and tech changes as they happen. These 6 hacks give you a solid plan to follow for the rest of the year. 

Focus on your users and the growth will follow your hard work. Keep building and keep learning as you go along your startup journey. Every small win brings you closer to your ultimate goal. Your vision is the most important part of the process.

How to Generate High-Performing UGC Videos with Vmake

User-generated video is a trend since it has a huge reach among users of various industries, from short videos to engaging reels, and they are already competing with traditional ads. However, the primary challenge in producing the videos requires creators, editors, and brand designers to work synchronously at a time. This is where Vmake UGC video generator plays a crucial role in allowing the founders to generate video using AI without the need for cameras, complex designing, and several hours of editing work. 

Why does user-generated content gain Popularity?

Vmake videos work well, I think, because they copy the way regular people chat about stuff they like or need. It’s kind of like everyday talk, not some fancy ad. They go with this basic setup most of the time, starting with something to grab attention, then showing a problem that feels real, a fast demo of how it helps, and ending with what you should do next. 

The fantastic made videos fit right into social media scrolls, so people pause, keep watching, maybe even click or buy. The tool behind Vmake builds on exactly that kind of thing. It skips all the movie-like polish and goes for quick making, real feeling, and clear points instead. Those are the parts that really help with user-generated content, at least from what we have seen.

Steps to Create Videos using Vmake

 

Vmake looks like it’s made to be easy for anyone to use. I signed up and right away got into this main area. It’s clean and not too complicated, with the important stuff right there where you can grab it. From that spot, there are these three ways to make videos, like turning text into a video or an image into one, and then video from video too. It seems straightforward once you are in there. The options are text to video, image to video, and video to video.

 

  1. Text To Video

 

The Text-to-Video option is ideal for changing the text into engaging videos. You can give text to describe your image and mention how you would like to create the video. By doing this, Vmake’s AI helps generate a video that matches your requirements, and you can then customize your video using the advanced features. From elements to frames, you can make use of the background visuals, text overlays, and transitions to create a perfect video to tell your brand’s story.

  1. Image to Video

If you want to convert your images to video, you can do so effortlessly by changing them into a video instantly using the Image-to-Video option. Upload your images in Vmake using the upload option, and remember they support formats such as JPG and PNG. The image size should be 10 mb for a successful upload. You can include descriptive text and choose any transition and effects to make the video more exciting.

  1. Video to Video

If you already have a sample video and want to revamp the style and look, you can absolutely use Vmake to upgrade. Just select the video-to-video option to make your uploads work for different styles. Moreover, you can choose various themes like anime, comic book,3D animation, doodle and etc to create a new visual experience. This is extremely useful when repurposing content with a new, great look. 

Exploring Additional Features: Elements, Frames, and Effects

Beyond the above three options of converting the video, you can also enjoy the additional features, such as adding elements, frames, and effects to your modified videos.

Elements –  The elements feature includes the Ai models to make your creative video and allows you to seamlessly can be used to add your branding label, icons, logo, and product images. These can make your video creation more innovative. 

Frames – Frames help you take control over the video waiting process, and you can upload various images of the same size to create a consistent theme. Moreover, you can add a video description to give a set of instructions that are expected to be seen in the video. This helps you see the most interesting video for your business. 

Effects – Effects can make or break your video appeal and reach. You can include a 360-degree view of the video to add more motion that helps reach a massive audience group. To add a dynamic touch to your existing video, explore the various effects that Vmake offers.

Practical uses across Business:

Many different types of users can benefit from the Vmake AI Image Generator. E-commerce vendors don’t need to pay for expensive photo shoots to produce promotional and product images. Ads, logos, product labels, and social media images can be created on demand by the business team. Influencers and content producers can create original images that fit their own aesthetic.

Vmake allows even small business owners with little design experience to produce polished images that complement marketing and branding objectives. The platform maintains a constant output quality while adjusting to varying skill levels. Apart from that, Vmake offers other video editing tools such as removing video watermarks, enhancing video quality or adding captions to your videos with AI.

 

Drafting and creating videos no longer require additional training and extra resources, while you have practical options like Vmake AI video generator. The help you streamline the process of video creation more structured and authentic. With the Natural language prompts, it is effortless for AI to understand the user request and create the standard videos in minutes. 

Final Thoughts

Vmake is a great alternative for video creators who wish to create a video in a short span of time for an effective customer reach. By enabling every business to create its own videos, regardless of technical expertise, Vmake eased the process. It enables users to effortlessly transform their brand ideas into superior-quality videos by providing a variety of generation options instantly.

Vmake is crucial for business across various industries around the world. Small entrepreneurs to renowned businesses interested in their video production can make use of Vmake by maintaining their marketing budget. The platform’s AI-driven methodology helps you advertise through social media and your business website.

 

Mastering eCommerce: 10 Proven Ways to Boost Your ROI

You’re deep in the trenches of eCommerce, juggling inventory, ads, and customer emails while watching every dollar you spend. The goal is simple: get more back than you put in. Boosting your ROI doesn’t come from flashy one-off tactics; it comes from smart, repeatable moves that stack up over time. Whether you’re running a growing store or managing a serious volume operation, these ten strategies have worked for plenty of others, and they can work for you too. Let’s break them down so you can start putting them into action.

1. Get Smarter About Customer Segmentation

Your focus has been on things like reading detailed payment processor reviews and finding the best payment processor, one that will support the company’s growth. Those steps won’t be of help unless you attract more customers. You’re already sitting on a goldmine of data about who’s buying from you. The trick is using it properly. Go beyond age or location and look at how people actually behave: how often they buy, what they spend, which products they love.

Once you’ve grouped your customers this way, everything gets more targeted, including your emails, your ads, and even the recommendations on your site. You stop shouting into the void and start having honest conversations. Shops that nail segmentation routinely see returns 20-30% higher because they spend money on people who are already inclined to buy.

2. Treat Paid Ads Like a Science Experiment

Paid advertising can drain your budget fast if you let it run on autopilot. Instead, turn every campaign into a testing ground. Split-test creatives, headlines, audiences, and landing pages until you know precisely what works.

Keep your eyes on the numbers that matter: cost per acquisition and return on ad spend. Kill what’s losing money quickly and pour fuel on what’s winning. Build lookalike audiences from your best buyers to find more people like them. A lot of store owners double their ad ROI just by being ruthless about cutting losers and scaling winners.

3. Speed Up Your Site and Nail the Mobile Experience

Nothing kills sales faster than a slow-loading page. If your site takes forever, people leave, your conversion rate tanks, and even your ad costs go up because platforms penalize bad experiences.

Shoot for pages that load in under three seconds. Compress images, turn on caching, and use a CDN if you haven’t already. Since most traffic now comes from phones, make sure everything looks and works great on mobile. Fixing these basics often delivers a nice bump in conversions without spending an extra dime on traffic. Additionally, ensure your checkout flow is seamless; a simplified payment gateway can reduce friction significantly during those critical final seconds.

4. Chase Down Abandoned Carts

Approximately 70% of shoppers ditch their carts. That’s a ton of potential revenue walking out the door. You can bring a good chunk of it back with automated recovery emails.

Send the first reminder within an hour, then follow up with a small incentive, such as free shipping or a modest discount, if needed. Add SMS reminders and retargeting ads that show the exact items they left behind. When done right, you can recover 10-15% of those lost sales, and it’s basically free money from traffic you already paid for.

5. Lean Into Reviews and User-Generated Content

People trust other customers more than they trust you, and that’s okay. Make it easy for happy buyers to leave reviews and share photos or videos of your products.

Ask for feedback right after purchase, offer a small incentive if you want, and showcase the best stuff on product pages and social. Products with solid reviews convert way better, and real customer photos build trust faster than any stock image ever could. This costs almost nothing and keeps working for you in the long term.

6. Build a Real Email Marketing Machine

Email still crushes it for ROI, often returning $30–$40 for every dollar spent. The difference between average and exceptional results comes down to how well you nurture your list.

Set up automated flows: welcome series for new subscribers, reminders for items they viewed, and win-back offers for quiet customers. Personalize everything based on what they’ve bought or browsed. Mix in helpful content alongside promotions so your emails stay valuable. Test subject lines and send times like your profits depend on it because they do.

7. Upsell and Cross-Sell Without Being Pushy

Raising your average order value is one of the cleanest ways to improve ROI, since your customer acquisition cost stays the same.

Show relevant add-ons during checkout, like “customers also bought” or personalized bundles based on what’s already in the cart. Follow up after purchase with intelligent recommendations for accessories or refills. Keep it helpful rather than aggressive, and you’ll often see AOV climb 10-20%, dropping straight to your bottom line.

8. Put Real Effort Into Keeping Customers

Getting a new customer costs a lot more than keeping an old one happy. Shift some of your budget toward retention and watch your ROI improve dramatically.

Start a simple loyalty program, such as points for purchases, redeemable for discounts or perks. Give your top spenders better rewards: early access to sales, free fast shipping, and exclusive products. Send personalized birthday offers or “we miss you” deals to inactive buyers. Loyal customers buy more often and spend more over time, giving you returns that compound.

9. Fine-Tune Your Pricing Strategy

Pricing isn’t set-it-and-forget-it. Keep an eye on competitors, but more importantly, test your own prices. Small changes, such as ending prices in .99, bundling products, or running strategic flash sales, can move inventory and lift margins.

Use your analytics to spot which items can handle a price increase and which are super price-sensitive. Even modest tweaks across your catalog can add up to serious profit improvements without driving customers away.

10. Make Data Your Best Friend

All these tactics work better when real numbers guide you. Connect your store to solid analytics tools and build dashboards that show customer lifetime value, acquisition costs, and which channels actually drive profit.

Review the data regularly, spot leaks, and shift budget toward what’s working. Decisions based on data beat gut feelings every time, and they’re what separate stores that scrape by from ones that scale smoothly.

There you have it—ten practical ways to boost your eCommerce ROI that have proven themselves across thousands of stores. You don’t need to tackle everything at once. Pick the two or three areas where you’re losing the most money right now, implement solidly, measure results, and build from there.

The stores that win long-term aren’t the ones chasing the latest trend; they’re the ones executing the fundamentals really well, week after week. Get these strategies working for you, stay disciplined with testing and data, and you’ll start seeing more substantial returns and a healthier business. You’ve got this; now make it happen.

 

Factors that detract from the gaming experience

What has the most significant negative impact on online gaming? Recent online gaming data revealed that in-game advertising was the most critical drawback for users in 2023. A total of 55% of players felt that excessive in-game ads had a considerable negative impact on their gaming experience, while only 23% considered it a minor issue. 

Bugs and crashes ranked second among issues, with 42% of players citing a significant negative impact. This is four percentage points higher than the number of players reporting poor optimization and performance issues. 

On the other hand, only 13% of players believe that launch delays have a significant negative effect on their gaming experience. This suggests that gamers are willing to wait longer for games to be released if the final product has fewer bugs and issues.

In addition to the above reasons, gamers also highlight disadvantages such as microtransactions (small digital payments to unlock game features) and games that can be played only on a specific console.

          BETER Esports: top content and accurate statistics

It is also worth noting that audiences are often dissatisfied with the lack of opportunities to use statistics or follow news about esports competitions outside the game itself. This data can be provided by a brand specialised in diverse content delivery and in combining content and analytics.

BETER Esports offers a vast portfolio of esports tournaments and cutting-edge solutions. The brand BETER offers robust in-play and pre-match trading services, covering a wide range of in-house and over 400 global esports tournaments from Tier 1 to Tier 3.

At ICE Barcelona 2026, BETER is set to captivate audiences with its dynamic portfolio of fast, data-driven sports and esports content. With over 700,000 thrilling sports and esports events taking place each year, the team proudly offers 24/7 live streams and robust data feeds that keep fans engaged and informed. To learn more about tools and solutions, iGaming leaders are invited to visit stand 4F10.

CCPC warns of surge in online scams for Irish consumers

Irish consumers are being targeted by increasingly sophisticated online scams, according to a new set of case studies released by the Competition and Consumer Protection Commission (CCPC). The warning comes as Black Friday and Cyber Monday kick off the busiest shopping period of the year, creating prime opportunities for scammers to steal from unsuspecting shoppers.

With recent research revealing that almost 40% surveyed expect to make a purchase in the Black Friday/Cyber Monday sales, the CCPC is advising consumers to be extra vigilant and to stop and think before rushing into making a purchase.

The case studies, which date between November 2024 and August 2025, reveal losses ranging from €42 to €20,000 and highlight the wide range of methods used to scam consumers. These include fake websites, phishing emails, fraudulent job offers, rental accommodation scams, and investment fraud.

The CCPC is warning consumers to be especially wary of ads on social media, as scammers are using convincing clones of trusted websites and fake local shops to trick shoppers. To stay safe, always purchase through the retailer’s official website or app rather than clicking on the social media link.

Stop, search and stay safe 

To help consumers shop safely during the peak shopping season, the CCPC advises following three simple steps:

  • Stop: Scammers often create urgency to pressure quick decisions. If something feels off or too good to be true, stop and think before engaging further.
  • Search: Remember that logos, “about us” pages and imagery on websites can be fabricated. Always take a minute to check sites like Trustpilot or Reddit for independent reviews.
  • Stay safe:
    • Watch out for common red flags, including unusually large discounts – “up to 80% off”, unfamiliar websites, recently created social media profiles, and all five-star reviews.
    • Always use a credit card, debit card or trusted payment provider, rather than a direct bank transfer.

Grainne Griffin, director of communications at the CCPC said: 

“As the busiest shopping season of the year kicks off, it’s important that consumers avoid rushing into online purchases and transactions. Online scams have become more and more sophisticated, using convincing images and stories and carefully tailoring their ads to seem like they’re a trustworthy business.

“For the sake of your finances and your safety, take care when shopping online. Don’t let tactics like time-sensitive offers or countdown clocks pressure you into making a decision you might regret.

“Do your research, take your time, and don’t take risks, no matter how tempting the deal – you can lose an awful lot of money in just a few clicks. Always use a credit card, debit card or trusted payment provider like PayPal, rather than a direct bank transfer.”

What to do if you’ve been scammed when shopping online  

If you think you’ve been scammed, contact your bank or payment provider immediately. You may be able to initiate a chargeback and get your money back, and you may need to freeze your card to prevent further money being taken. An Garda Síochána are responsible for pursuing scam operators so contact your local Garda office and report it and of course you can ask us as many do each year.

For information on the different types of scams and how to spot them, visit ScamUniversity.ie.

Esports World Cup Foundation and Amazon Announce Strategic Collaboration

The Esports World Cup Foundation (EWCF) today announced a strategic three-year collaboration with Amazon Ads that will combine the Esports World Cup’s (EWC) premier esports and gaming event, returning to Riyadh, Saudi Arabia, from July 7 to August 24, with Amazon’s full-funnel advertising and entertainment services to deliver unprecedented fan experiences and expand the tournament’s global reach.

Building on the success of their 2024 collaboration at the inaugural Esports World Cup, which featured the launch of the Esports World Cup Hub on Amazon.sa and Amazon.ae, the expanded agreement will unlock new fan experiences across Twitch, Prime Video, Alexa, and Wondery, and introduce custom branded activations that inspire, connect and engage fans around the world with the action in Riyadh.

As part of the collaboration, EWCF and Amazon Ads will work together to extend the reach of the Esports World Cup across key locales, including the United States, Europe, Brazil, Mexico, the Middle East and North Africa, Turkey, India, and Canada. EWC content will be delivered to fans through live broadcasts on Twitch, an original docuseries on Prime Video, real-time voice integrations on Alexa, and immersive music-driven storytelling via Wondery. These initiatives aim to transform the way fans engage with esports as mainstream entertainment for a digital generation, from competition and storytelling to shopping and social interaction.

In addition to new audience experiences, the collaboration will offer new opportunities for brands to connect with the next-generation global esports audience through Amazon’s suite of advertising solutions. From exclusive content and custom executions to programmatic media and retail integration, creating a powerful storytelling environment that benefits players, Clubs, fans, and partners of the EWC.

“Esports is redefining how a new generation consumes entertainment – always on, always accessible, and deeply social,” said Mike McCabe, Chief Operating Officer, at the Esports World Cup Foundation. “With Amazon, we are bringing esports into everyday digital lives for millions of people around the world — whether you’re catching highlights on Prime, or a livestream on Twitch, or asking Alexa for updates – creating an immersive, multimedia experience that’s shaping its place in global culture.”

Rayan Karaky, Managing Director, EMEA & Southeast Asia at Amazon Ads, said,“ We are excited to continue our collaboration with EWCF to shape how Esports is experienced globally. Our collaboration will power immersive fan experiences across multiple touchpoints and create exceptional value for brands. Through our global services – Twitch, Prime Video, Alexa and Wondery – we will take world-class esports content from Saudi Arabia to the world. This initiative supports the Kingdom’s position as a world-leading esports hub, and the Vision 2030 ambition to be a leader in digital entertainment and technology.”

Returning to Riyadh, Saudi Arabia, from July 7 to August 24, 2025, the Esports World Cup Festival will unite gaming and esports communities for a global celebration of gaming and esports culture. With esports tournaments, live music, retro arcades, anime cafes, cosplay, creator studios, and more, the EWC Festival will offer millions of fans exclusive experiences celebrating their love of the game.

The Esports World Cup 2025 will feature 2,000 elite players and 200 Clubs from over 100 countries, competing in 25 tournaments across 24 games for a record-breaking $70+ million prize pool.

To learn more about EWC, visit esportsworldcup.com and follow Esports World Cup Foundation on LinkedIn.

Ireland puts pressure on Big Tech to tackle surge in online financial ad scams

Online financial scams are accumulating a substantial toll within the European Union, as consumers continue to be defrauded at an estimated €4.3 billion in 2022, and similar trends continuing in the year after. 

Sophisticated yet misleading advertisements have been pushed across major social media and technology platforms have become a primary conduit for these fraudulent activities.

Ireland’s stand: A push for pre-emptive action from tech giants

In response to the escalating threat, Ireland is spearheading an important initiative within the EU that proposes a rule change that would force Big Tech companies to vet financial advertisers before their advertisements are published. 

At the core of this Irish amendment, which would add to the already extensive payment services regulation, is to mandate that only financial service providers (who are officially registered with national competent authorities) would be permitted to run financial ads within the EU. 

Such a proactive stance is designed to shift the onus of initial verification onto the platforms themselves, in part because those with the broadest shoulders should bear the greatest burden. Though, the crux of the debate is simply that if a platform “airs” an ad, they should be responsible for it. 

The debate has similarities to the debate of whether web hosting providers, particularly cheap and accessible providers like IONOS, should be responsible for the sites that they host. The proposal has gained a lot of eyes, and traction, with around half of EU member states reportedly expressing support. Though, figures like US President Donald Trump have previously advocated for scaling back the regulation of major American technology firms, so this could further stoke the fire of what appears to be the EU and US going head to head.

Digital Services Act and internal conflict 

Ireland may well face internal conflict too, as a big challenge to the proposal lies in its potential conflict with the EU’s landmark Digital Services Act (DSA). Several EU diplomats have indicated that the European Commission sees a requirement for Big Tech to pre-vet online advertisers as contravening the DSA provisions, which generally don’t force platforms to conduct broad-based, proactive monitoring of content. Of course, broadly speaking, the mood around this topic might be changing, and Irish MEP Regina Doherty has countered that the requirement can be structured to align with existing law. Doherty claims it could focus on verifying the advertiser’s authorised status rather than policing the specific content of each ad, a little bit like how one must be FCA authorised to conduct crypto ads in the UK now. 

Alternative suggestions also exist, like Poland’s proposal for streamlined communication between payment providers and platforms to facilitate post-fraud content removal. Though, this is deemed insufficient by industry critics who argue this reactive approach fails to address the speed and impact of initial fraudulent postings. 

Supporting the need for more proactive urgency, the Bank of Ireland claimed that over 75% of its customers’ fraud losses during the past year come from investment scams, of which many are promoted online.

Creating a safer digital financial ecosystem

The growing crisis of online financial ad scams highlights that something needs to be done, and as is often the case, the EU is where it is most likely to happen. As Ireland pushes for this proactive amendment, we are yet to see how not only internal disagreements play out, but also how US Big Tech reacts to their ongoing battles with the EU.

Aleph expands partnership with Spotify to manage Global Advertising Sales in over 80 markets including Ireland

Aleph, a global network of digital experts innovating at the intersection of media and payments, and Spotify, the world’s most popular audio streaming subscription service, today announced an expanded partnership that makes Aleph Spotify’s advertising sales partner in 80+ markets including Ireland, providing access to 20.000+ advertisers.

Spotify Advertising has been modernizing its ad tech, strengthening its partnerships and deepening its human expertise to make it easier for advertisers to buy, create, measure, and get clear results on Spotify’s ad platform. Spotify’s efforts reflect a significant step forward in automated buying and creative innovation for the ad platform and the broader digital audio industry. Most notably, Spotify is continuing to innovate its self-serve platform, Spotify Ads Manager, with more advanced targeting capabilities, new 1P & 3P measurement solutions, and new outcome-based objectives to help advertisers of all sizes create, optimize, and measure their Spotify campaigns, including Spotify Pixel, Custom Audiences, key third-party partnerships and a new App Installs objective.

Aleph has been a trusted partner to Spotify since 2013, when the initial partnership started with four countries. The newly signed partnership brings Aleph’s comprehensive suite of services – including local media sales, payment solutions, creative support, and performance-driven automation – to effectively monetize Spotify’s advertising inventory and connect the brand with advertisers, streamlining and scaling Spotify’s ad solutions to 80+ markets including Ireland.

Aleph’s teams will have access to Spotify’s Ads Manager to guide advertisers and agencies to leverage the platform’s full potential of advertising formats and targeting capabilities to ensure they can reach listeners during key moments, such as workout sessions, focused work periods and commuting to provide advertisers and brands with unique opportunities to connect with their target audience when they’re highly engaged and help reach their marketing goals.

 Key benefits for advertisers working with Spotify Ads Manager through Aleph include: 

  • Access to Spotify’s ad formats: Advertisers will be able to utilise Spotify’s unique audio and video ad formats to craft engaging campaigns. Spotify recently introduced new ad formats available on Ads Manager, including Canvas and Opt-in Video. These new formats reimagine what ads on Spotify can be and how advertisers can engage with people through sight and sound.
  • Objective-based buying: The Ads Manager will allow advertisers to choose goals like reach, impressions, clicks, or video views for highly targeted campaigns. Spotify recently announced new outcome-based objectives to help advertisers of all sizes create, optimize, and measure their Spotify campaigns, including a new App Installs objective and a new Website Traffic Objective.
  • Lower costs: Flexible daily or lifetime budgets make Spotify advertising more accessible and cost-effective for partners thanks to Aleph’s campaign management.

“We are thrilled to partner with Spotify in 80+ markets,” said Enda Finan, Country Manager for Ireland at Aleph. “Our shared commitment to innovation and delivering exceptional value for advertisers makes this a natural partnership.”

“As we continue to grow our ads business, I’m excited to share that we’ve partnered with Aleph in order to streamline our operations, offer better solutions to advertisers and scale our business more efficiently. With the launch of our more automated solutions and Aleph’s exceptional global network and deep local expertise, we’re now able to offer advertisers around the world new tools and resources that will help them reach their campaign goals.” said Sam Bevan, Global Head of Emerging & Scaled at Spotify.

 

Days of across-the-board pay rises are over as Irish firms prioritise critical skills

The Morgan McKinley 2025 Irish Salary Guide – Ireland’s most comprehensive analysis of pay across a range of professions and sectors – has been published.

Morgan McKinley, the Irish-owned global talent services company, anticipates that Irish employers will take a measured approach to salary increases in 2025, with pay rises expected to remain modest at 2-3%. Despite a tight labour market and rising costs, businesses are prioritising targeted salary hikes for high-demand roles over broad pay adjustments.

Against a backdrop of moderate inflation and planned minimum wage hikes, companies are focusing on retaining talent in strategic areas. The days of across-the-board salary increases appear to be over, as firms adopt a more calculated approach, offering raises where they are most needed to address skill shortages.

The guide is accompanied by insights from an in-depth survey of both employers and employees in Ireland, offering a dual perspective on key trends in pay, benefits, hiring practices, and workplace flexibility in Ireland.

Detailed commentary follows below including key sectoral considerations and currently most in-demand skills/ roles:

Trayc Keevans, Global FDI Director at Morgan McKinley, commented on the findings: “Ireland’s employment market remains competitive, with organisations becoming more selective about salary increases. While overall pay growth is modest, demand for skilled talent in technology, finance, compliance, life sciences, projects and change and construction give professionals in these fields strong negotiating power. Employers must take a strategic approach to pay and benefits to retain top talent.”

The guide reveals that only 22% of organisations disclose salary ranges, while 60% opt for confidentiality, citing concerns over employee dissatisfaction and complex pay adjustments. “Salary transparency remains a contentious issue for many companies. Employers are wary of the impact open salary structures may have on existing teams, but there is growing pressure from employees and job seekers for greater clarity,” Keevans noted. “Companies that can implement structured and transparent salary frameworks will strengthen their ability to attract and retain talent.”

The demand for flexible working arrangements remains high, with 67% of employees valuing remote work options and 56% prioritising flexible hours. While dissatisfaction with benefits has eased slightly, more than half (54%) of employees believe their packages need improvement, highlighting pensions, health insurance, and bonuses as critical employee offerings.

Despite 44% of companies increasing salaries in the past six months, businesses remain cautious about wage inflation. Rather than large-scale pay hikes, firms are adopting structured salary transparency and career progression plans to attract and retain skilled professionals in key sectors such as technology, life sciences, and financial services.

“We are seeing a shift from reactive salary increases towards more strategic talent retention initiatives. Employers who focus on structured career progression, meaningful benefits, and flexibility will be in the strongest position to compete for talent,” Keevans added.

While more than half (56%) of employees expect a salary increase in 2025, more than 10% remain uncertain. Economic factors, company performance, and shifting hiring trends are fuelling this uncertainty, making job security a top concern. Professionals in highly competitive industries are increasingly looking beyond salary, valuing long-term career prospects and work-life balance.

“The regional recruitment market in Ireland is thriving, with growing investment in remote work and regional job hubs creating exciting new opportunities outside Dublin. While Dublin remains a major employment hub with a strong multinational presence, the regions are becoming increasingly attractive, offering growing career prospects, a more affordable cost of living, and an enhanced work-life balance. Together, these developments are strengthening Ireland’s position as a diverse and dynamic place to build a career.

“The Irish job market has settled into a measured pace after the rapid post-pandemic shifts. While economic and regulatory challenges persist, companies that invest in salary transparency, structured career progression, and flexible working policies will be best positioned to attract and retain top talent in 2025,” concluded Keevans.

Sectoral highlights:

Technology

Most in demand positions for 2025: Automation Engineer, DevOps experience, Cybersecurity specialists, Infosec specialists, and DORA/ NSIT related hires.

Ireland’s technology sector stabilised in 2024 following restructuring in 2023, with hiring resuming cautiously amid budget constraints. While recruitment was slow in the first half of the year, demand picked up from July, with 70% of roles being newly created rather than replacements. Cybersecurity, compliance, and UX remain key hiring areas, driven by regulatory changes such as NIS2, DORA, and the upcoming EEA implementation. Increased candidate availability, particularly in cybersecurity, has created a more competitive job market, leading to slight declines in contract daily rates. Salaries have largely plateaued, with job movers securing modest increases of around 10%, a stark contrast to the rapid salary growth seen in previous years. Hiring in 2025 is expected to remain measured, with continued demand for specialised technology roles.

Projects & Change

Most in demand positions for 2025: IT Project Manager, Business Analyst and Change Manager.

Ireland’s Projects & Change talent market in 2024 favoured contract roles, particularly in tech and finance, as companies sought flexibility for short-term projects. Demand remained high for digital transformation, ERP implementation, and agile expertise, though shortages intensified competition. Hiring in GDPR, ESG, and DORA compliance was cautious as firms assessed long-term needs. Permanent roles were still key in healthcare, utilities, and finance. Salaries rose modestly, especially in transformation and compliance roles, though increases lagged behind living costs. In 2025, demand will remain strong, with firms balancing talent needs against budget constraints while streamlining hiring to secure top candidates.

Accounting and Finance

Most in demand positions for 2025: Finance Director, Financial Accountant: 0-3 years PQE, FP&A / Finance Business Partner, Financial Controller and Accounts Payable.

Accounting and finance roles continue to attract steady interest, particularly at the senior level, but newly qualified accountants are in short supply due to emigration trends. Dublin remains a hub for permanent roles, with employers increasingly favouring in-office work over remote arrangements. Salary growth in this sector has been limited, except for highly sought-after professionals transitioning from top accounting firms.

ESG

Most in demand positions for 2025: ESG Reporting Manager, Head of Sustainability, ESG Reporting Analyst, Sustainability Advisor.

Regulatory changes and ESG (Environmental, Social, and Governance) requirements are driving demand for skilled professionals in banking and financial services. Firms are balancing increased hiring needs with budget constraints, making contract roles an attractive option. While salaries remain competitive, businesses are enhancing benefits and hybrid working models to retain top talent.

Banking & Financial Services

Most in demand positions for 2025: Risk and Compliance Analyst, Financial Planner/ Wealth Manager, Pension Administrator, Credit Analyst, Investment Banking Analyst and Financial Crime Analyst.

The banking and financial services sector has seen a notable increase in contract roles, particularly in regulatory compliance, risk management, and project management, as firms navigate economic and regulatory pressures. Permanent hiring remains strong in wealth management and senior leadership positions, reflecting long-term business confidence. Demand for compliance, risk, and ESG specialists has intensified, driving salaries higher for niche roles, while broader salary growth is expected to align with inflation. Brexit has reinforced Ireland’s status as a financial hub, sustaining demand for skilled talent. Retention strategies, including enhanced benefits, career development, and hybrid work models, will be critical as firms compete for top professionals in an evolving market.

Life sciences & engineering

Most in demand positions for 2025: Project Engineers, Automation (Siemens, Delta V, Rockwell), Tech Transfer/NPI, QC Microbiology (Across all levels) and Regulatory Affairs Specialists.

Life sciences and engineering remain high-growth sectors, with strong demand for contract roles in validation, automation, and biopharmaceutical manufacturing driven by new product introductions, transfers, and cost-saving strategies. Contract rates remain high, particularly for onsite and relocation-heavy roles, while permanent salary increases have been more modest, generally aligning with inflation. Employers are focusing on flexible work arrangements and enhanced benefits to attract and retain talent, as accommodation shortages in Cork, Limerick, and Dublin continue to pose challenges for relocation. Candidates are prioritising career progression, work-life balance, and total compensation over base salary alone, making non-monetary benefits a key differentiator in hiring and retention strategies.

Supply chain & procurement

Most in demand positions for 2025: Procurement/Purchasing Specialist, Procurement Manager.

Ireland’s Supply Chain & Procurement talent market remained steady in 2024, with a strong preference for permanent roles over contracts, particularly in the summer when 90% of available positions were permanent. This shift reflects companies’ focus on long-term stability in supply chain operations. Demand for procurement, supply chain, and logistics professionals remained consistent, though senior-level movement was limited. Salaries saw modest increases at mid-junior levels, while senior professionals experienced more substantial rises, largely in line with inflation.

Construction

Most in demand positions for 2025: Quantity Surveyors, Electrical Project Managers, Mechanical, Project Managers, Site Engineers and Project Managers.

The construction sector continues to grapple with labour shortages, particularly in engineering, project management, and quantity surveying. Government-backed infrastructure investments and housing targets – 500,000 new homes over the next decade – are driving strong hiring demand, keeping salaries competitive. Irish construction firms are also delivering major projects across Europe, adding to the need for skilled professionals.

Labour shortages persist in both trades and professional roles, exacerbated by gaps in the education system and housing challenges that limit overseas recruitment. At the same time, demand for specialist skills is rising, particularly in renewable energy and infrastructure, as Ireland accelerates retrofitting, EV charging projects, and upgrades to essential services. These trends continue to shape hiring needs and salary growth across the sector.

Legal, risk & compliance

Most in demand positions for 2025: Construction Lawyers, Energy Lawyers and Employment Lawyers.

Ireland’s Legal & Compliance market remained stable in 2024, with rising demand for contract roles in data protection, DORA compliance, AI, and corporate governance, while most hires remained permanent. Private practice hiring was strong early in the year, while in-house legal roles grew later. Competition remains intense in fintech, intellectual property, energy, and employment law, though demand for corporate and banking lawyers has dipped.

A shortage of niche expertise has extended hiring timelines as firms prioritise both technical skills and cultural fit. Salaries have largely remained flat, with new legal graduates increasing competition and budget constraints limiting pay growth. While regulatory workloads have risen, this has not consistently led to higher salaries. In 2025, demand for specialised legal skills may drive salary growth in key areas, while firms focus on upskilling, flexible work, and employer branding to attract top talent.

Executive

Most in demand positions for 2025: CFO, CISO, CTO and COO.

The Executive Search market in Ireland remained strong in 2024, with high demand for senior roles, particularly in retail and specialised technology positions such as CTOs and CISOs. The demand for strong CFOs remains high, given the need for strategic financial leadership amid economic uncertainties, including global trade tensions, to ensure financial resilience. Additionally, the role of the Chief Information Security Officer (CISO) has gained prominence.

With the increasing sophistication of cyber threats, companies are prioritising cybersecurity at the executive level to protect sensitive data and maintain stakeholder trust. However, hiring remains slow, often taking 3–6 months, prompting companies to expand their search internationally to address skill shortages. This trend is expected to continue in 2025 as firms compete for top-tier talent. Executive salaries remain competitive, with candidates prioritising total compensation packages, including bonuses and long-term incentives. Customised remuneration structures are set to remain key in attracting senior leaders.

Human Resources

Most in demand positions for 2025: HR Manager, HR Generalist, TA/HR coordinator at contract level.

The HR talent market slowed significantly in 2024, particularly within multinationals, with Talent Acquisition roles hit hardest due to over-hiring in 2022. Most opportunities have been contract-based at the TA coordinator level, and candidates are cautious in considering new roles. Hiring is expected to gradually recover in 2025 as the market stabilises. HR salaries, which rose in 2022–2023, have now levelled off, though candidates at mid-senior levels increasingly prioritise benefits such as pensions and healthcare alongside base pay.

Sales & Marketing

Most in demand positions for 2025: Communications Manager, Digital Marketing Specialist and Event Executive.

The Sales & Marketing market in Ireland leaned toward permanent roles in 2024, with mid-senior hiring dominating while executive-level opportunities declined. Competition remained strong, with counteroffers common as candidates prioritised flexibility, pay, and bonuses. Dublin retained a deep talent pool, while Cork faced shortages. Job flow dropped from 2023 as economic caution slowed hiring, leading to lengthier recruitment processes. Salaries remained stable and are expected to hold steady in 2025, with firms focusing on strategic talent retention amid continued market uncertainty.

Multilingual

Most in demand positions for 2025: Customer Service Advisor, Account Manager, AML/Compliance Analyst, Customer Onboarding Specialist.

 The multilingual hiring market in Ireland for 2025 is expected to see continued demand for German, Nordic languages (including Finnish and Danish), Portuguese, Dutch, Turkish, Arabic, and Asian languages such as Mandarin and Thai. While Inside Sales roles within Big Tech have slowed, employers are increasingly seeking language talent for Customer Service, AML, and KYC positions, reflecting a broader diversification of multilingual career opportunities.

This shift highlights the growing importance of language skills beyond sales, as companies prioritise customer experience and regulatory compliance functions.  However, attracting multilingual talent to Ireland – particularly to key hubs like Dublin and Cork – remains a challenge, with housing availability and affordability posing an obstacle for relocation.

Full survey