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Eir

Eir, Ireland’s leading telecommunications company, partnered with Buymedia to boost broadband subscriptions in highly competitive urban markets. The goal was to cut through a fragmented media landscape with a multi-channel campaign that drove sales, grew market share, and built long-term media intelligence.

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€ 0M in new business sales
No. 1 market share for fibre-to-home broadband
Brand awareness and engagementsoared

The Challenge

Eir needed a national, multi-channel campaign that would:

  • Drive broadband subscriptions in key urban centres.
  • Reach consumers across every relevant media touchpoint.
  • Deliver maximum impact while remaining cost-efficient.

The Strategy

Buymedia combined insight, technology, and precision planning to deliver measurable business outcomes.

  • Customer Personas: Developed and refined with Eir’s marketing team, grounded in behavioural and demographic data.
  • Media Mapping & Buying: Proprietary software analysed Share of Voice and Share of Market, guiding channel selection and negotiating better rates.
  • AI Ad Optimiser: Buymedia’s recommender engine dynamically adjusted the media mix in real time for maximum ROI.
  • Market Mix Modelling: Connected media investment directly to business KPIs, turning learnings into predictive insights.
  • Team Empowerment: Training and onboarding gave Eir the tools to build long-term in-house media intelligence.

Innovation Used

A standout feature was Buymedia’s AI-powered persona builder. This synthetic customer was built from data insights to model Eir’s ideal broadband subscriber. The persona guided targeting decisions across TV, audio, OOH, print, digital, and podcasts, ensuring every channel worked harder to reach and convert the right audience.

Channels Used

Television
Radio
Print
OOH
Podcasts
Audio Streaming
Digital platforms

Conclusion

By combining data, AI, and collaboration, Buymedia helped Eir deliver strong commercial results while building internal marketing capability. This campaign set a new benchmark for strategic, data-driven media execution in a complex, multi-channel environment.

Buymedia is the most intuitive, easy to use advertising technology I've ever used. All our Ad campaigns managed on one beautiful platform.

Caroline Lynch, Head of Brand eir

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