波兰数字广告行业市场前景及投资研究报告-培训课件外文版2024.5游戏内置广告

DIGITAL

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TRENDSDigitaladvertisinginPolandCHAPTER

01OverviewValueoftheonlineadvertisingmarketinPolandfrom2020to2026(inbillionU.S.dollars)ValueoftheonlineadvertisingmarketinPoland2020-20263.53.02.53.33.12.92.62.31.92.01.51.00.50.01.4202020212022*2023*2024*2025*2026*4Description:In2022,theonlineadvertisingmarketinPolandwillbeworth2.3billionU.Sdollars.By2026,thesector'srevenuewillgrowto3.3billionU.S.dollars,withaCAGRof9.1percentbetween2022and2026.

ReadmoreNote(s):Poland;2020to2021;*ForecastReadmoreSource(s):PwCDigitaladvertisingexpenditureinPolandfrom2018to2027(inbillionU.S.dollars)DigitaladvertisingexpenditureinPoland2018-20273.02.52.02.542.412.272.131.981.821.691.51.00.50.01.361.21.0520182019202020212022202320242025202620275Description:TheexpenditureondigitaladvertisinginPolandhasbeensteadilyincreasingsince2018.In2023,itwasestimatedatapproximatelytwobillionU.S.dollars,andin2027,itwasexpectedtoreachmorethan2.5billionU.S.dollars.

ReadmoreNote(s):PolandSource(s):DigitalMarketInsightsDigitaladvertisingrevenueinPolandfrom2018to2027,bysegment(inbillionU.S.dollars)RevenueofthedigitaladvertisingmarketinPoland2018-2027,bysegmentSearchAdvertisingBannerAdvertisingVideoAdvertisingClassifieds3.02.52.01.51.00.50.00.140.460.140.440.140.420.140.140.380.140.350.40.140.860.330.810.130.260.770.720.140.190.670.140.610.580.140.370.490.430.960.890.830.760.70.640.580.420.380.4120182019202020212022202320242025202620276Description:Overtheforecastperioduntil2027,theadspendingisforecasttoexhibitfluctuationsamongthefoursegments.Ingeneral,theindicatorappeartoexhibitapositivetrend,withmoresegmentsshowingincreasingvaluesratherthandecreasingvaluesuntil2027.Amongthem,thesegmentarankingofsubsegmentsinWorldwideregardingadspending|arankingbycountryregardingadspendinginthedigitaladvertisingmarketandarankingofsubsegmentsinWorldwideregardingad[...]ReadmoreNote(s):Poland;2018to2027Source(s):DigitalMarketInsightsRevenuegrowthofthedigitaladvertisingmarketinPolandfrom2018to2027RevenuegrowthofdigitaladvertisinginPoland2018-202730%25%24.66%19.81%20%14.08%15%10%5%13.12%8.68%20237.45%20227.5%20246.74%20256.08%20265.64%20270%20182019202020217Description:TheadspendinggrowthinthedigitaladvertisingmarketinPolandwasforecasttocontinuouslydecreasebetween2023and2027byintotalthreepercentagepoints.Afterthefourthconsecutivedecreasingyear,theindicatorisestimatedtoreach5.64percentandthereforeanewminimumin2027.ReadmoreNote(s):Poland;2018to2027Source(s):DigitalMarketInsightsDistributionofdifferentformatsinthedigitaladvertisingmarketinPolandin2022ShareofdifferentformatsinthedigitaladvertisingmarketinPoland202235%30.9%30.2%30%25%20%15%10%5%19.4%15%2.3%1.1%0%SEMDisplayAnnouncementsVideoNativeE-mail8Description:In2022,SEMadvertisingaccountedforthehighestshareofPoland'sonlineadvertisingmarket.Atthesametime,e-mailmarketingconstituted1.1percentofthemarketshare.ReadmoreNote(s):Poland;2022Source(s):IABPolska;PwCHowdoyouassessthelevelofexpenditureoninternetadvertisinginPoland?AssessmentofthelevelofdigitaladvertisingexpenditureinPoland2021Shareofrespondents30%0%10%20%40%50%60%DefinitelyincreasedIncreased29.7%54.1%Nochange9.9%Decreased5%Definitelydecreased0.9%9Description:In2021,mostmediaagenciesandindividualsresponsibleforplanningandimplementingadvertisingcampaignsinPolandbelievedthatthelevelofinternetadvertisingexpenditureincreased.Onein10respondentsstatedthattherewasnochangeintheirdigitaladvertisingspendingcosts.ReadmoreNote(s):Poland;June2021;114respondents;Mediaagencies;individualsresponsibleforplanningandimplementingadvertisingcampaignsSource(s):SpicyMobileMostimportantcharacteristicsofagoodnewsletterinPolandin2022ImportantcharacteristicsofagoodnewsletterinPoland2022Shareofrespondents0%5%10%15%20%25%30%35%DeliveringexpectedcontentClearandreadable28.7%26.7%Eye-catchingtitle21.3%Personalized15.8%Responsive(adjustedtomobiledevices)7.2%10Description:DeliveringpromisedcontentwasanessentialtraitofanexcellentnewsletterforrespondentsinPolandin2022.Forover26percentofrespondents,thenewsletterneededtodeliverclarityandreadability.

ReadmoreNote(s):Poland;2022;1,175respondentsSource(s):BioStat;IABPolska;SARESystemWorstmistakesinnewslettersreceivedbyrespondentsinPolandin2022WorstmistakesinnewslettersreceivedinPoland2022Shareofrespondents0%5%10%15%20%25%30%LackofpossibilitytounsubscribeIncorrectdisplayofmessageLinguisticerrors28%20.3%18.1%LackofredirectionstowebsiteLackofpossibilitytoreplyNotadjustedtomobiledevices12.3%10.9%10.4%11Description:Accordingto28percentofrespondentsinPolandin2022,thelackofpossibilitytounsubscribewastheworstpossiblemistakeinanewsletter.Foragoodnewsletter,themostimportantcharacteristicswereclarity,readability,anddeliveringtheexpectedcontent.ReadmoreNote(s):Poland;2022;1,175respondentsSource(s):BioStat;IABPolska;SARESystemHaveyouevermadeapurchaseinfluencedbyanadvertisementthatyousawonasmartphone?InfluenceofmobileadvertisingoncustomerpurchasesinPoland2021Hardtosay19.3%Yes42.3%No39.0%12Description:In2021,over42percentofPolishconsumersstatedthattheyhadmadeapurchasethatwasinfluencedbyamobileadvertisement.ReadmoreNote(s):Poland;2021Source(s):MojaGazetka;SpicyMobileCHAPTER

02E-mailadvertisingShareofe-mailadvertisingintheonlineadvertisingmarketinPolandfrom2015to2022Shareofe-mailadvertisinginonlineadvertisingmarketinPoland2015-20224.5%4%4%4.0%3.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%3%2%1.6%20191.6%20201.2%20211.1%2022201520162017201814Description:Overtheperiodpresented,theshareofe-mailinthetotalonlineadvertisingmarketinPolanddecreased.In2022,e-mailaccountedfor1.1percentoftheonlineadvertisingmarketinthecountry.

ReadmoreNote(s):Poland;2015to2022Source(s):IABPolska;PwCShareofrespondentswhosubscribedtocertaintypesofe-mailnewslettersinPolandin2022Typesofe-mailnewslettersreceivedinPoland2022Shareofrespondents10%0%5%15%20%25%Loyaltyprogramsandshoppingservices22%Industry/informationalInformationaboutcontests/discountcodesAdvertisingmailings20.7%17.8%17.4%E-learning11.6%Internalbulletin7.9%Investorrelations2.5%15Description:ThemostcommontypeofnewsletterinPolandin2022wereloyaltyprogramsandshoppingservices(22percent),followedbyindustryandinformational(20.7percent)andinformationaboutcontestsordiscountcodes(17.8percent).

ReadmoreNote(s):Poland;

2022;1,175respondentsSource(s):BioStat;IABPolska;SARESystemShareofrespondentswhousee-mailblocksandspamfiltersinPolandin2022Shareofrespondentswhousee-mailblocksandfiltersinPoland2022ShareofrespondentsYes

No

Idon'tknow40%

60%0%20%80%100%120%Blockinggraphicsine-mails30%56.2%13.8%Anti-spamfilters48.6%34.7%16.6%16Description:Almost49percentofrespondentsinPolandusedanti-spamfiltersin2022.Muchfewer-roughlyonethird-usedblocksforgraphicsine-mails.ReadmoreNote(s):Poland;2022;1,175respondentsSource(s):BioStat;IABPolska;SARESystemAveragenumberofspame-mailsreceiveddailybyrespondentsinPolandin2022Amountofe-mailspamreceivedinPoland202245%41.6%40%35%30%25%20%15%10%5%33.5%12.8%7.1%21+5%0%4-101-311-20Idon'treceiveanyNumberofspame-mails17Description:MostrespondentsinPolandreceivedmultiplespame-mailsperdayin2022.Almost42percentreceivedbetweenfourand10spame-mails,andonly5percentdidnotreceiveanyatall.

ReadmoreNote(s):Poland;2022;1,175respondentsSource(s):BioStat;IABPolska;SARESystemMostsignificantfactorsindecidingtosubscribetoe-mailnewslettersinPolandin2022Factorsinsubscribingtoe-mailnewslettersinPoland2022Shareofrespondents5%

10%0%15%20%25%30%35%Benefits(gifts,discounts,specialoffers)Interestingcontent31.5%17.6%ItwasaserviceregistrationwhenshoppingonlineQuickaccesstoinformation17.2%12.5%Itwasarequirementforacontest7.7%Attractivewebsite6.9%Itwasarequirementtoaccesscontent,downloadane-book6.7%18/statistics/1098658/poland-factors-in-e-mail-newsletter-subscriptionBenefitslikegiftsordiscountswerethemostsignificantdriverforrespondentsinPolandtosubscribetoe-mailnewslettersin2022.Otherimportantfactorsincludedinterestingcontent(17.6percent)andquickaccesstoinformation(12.5percent).

ReadmoreNote(s):Poland;2022;1,175respondentsSource(s):BioStat;IABPolska;SARESystemMostcommonreasonsrespondentsdeletee-mailswithoutopeningtheminPolandin2022Mostcommonreasonsfordeletinge-mailswithoutopeninginPoland2022Shareofrespondents5%

10%0%15%20%25%30%35%40%It'sspamThetitleisnotinteresting36.8%21.1%I'mnotinterestedinthesubjectofthenewsletteranymoreIreceivetoomanymessagesfromonesenderOther20.4%20.2%1.5%19Description:InPolandin2022,over36percentofpeopledeletede-mailsthatwerespam,and21.1percentdidsoduetouninterestingtitles.ReadmoreNote(s):Poland;2022;1,175respondentsSource(s):BioStat;IABPolska;SARESystemWhatperformanceindicatorsofyoure-mailmarketingcampaigndoyouanalyze?E-mailmarketingperformanceindicatorsinPoland2022Shareofrespondents10%0%5%15%20%25%30%Numberoftransactionsfromshipments25.8%CTR-Click-Through-RateOR-OpenRate21.9%18.7%Idonotanalyze18.2%CTOR-ClickThroughOpenRate14.5%20/statistics/1297001/poland-e-mail-marketing-performance-indicatorsIn2022,numberoftransactionsfromshipmentswerethemostpopulare-mailmakretingperformanceindicatorsanalyzedbyrespondentsinPoland.However,oneinsixrespondentsstatedthattheydidnotanalyzetheire-mailcampaignperformance.ReadmoreNote(s):Poland;

2022;1,175respondentsSource(s):BioStat;IABPolska;SARESystemWhatistheaverageOpenRate(OR)inyoure-mailmarketingpromotionalorsalescampaignspermonth?AverageOpenRateine-mailmarketingcampaignsinPoland202240%33.8%35%30%25%20%15%10%5%25.3%20.2%8.1%<5%4.5%3%3%0%5-1011-2021-30AverageOR/month31-4041-50>50%21Description:In2022,oneinfiverespondentsinPolandstatedthattheaverageOpenRateoftheire-mailmarketingcampaignsamountedtobetweenfiveand10percentpermonth.ReadmoreNote(s):Poland;

2022;1,175respondentsSource(s):BioStat;IABPolska;SARESystemCHAPTER

03MobileadvertisingShareofmobileadvertisingintheonlineadvertisingmarketinPolandfrom2015to2022ShareofmobileadvertisinginonlineadvertisingmarketinPoland2015-202240%35%30%33.5%32.8%32.4%28.4%26.9%25%20%15%10%5%23.5%22.6%16%0%2015201620172018201920202021202223Description:Overtheperiodoftimepresented,theshareofmobileinthetotalonlineadvertisingmarketinPolandhasmostlyincreased.In2022,mobileaccountedforover32percentoftheonlineadvertisingmarketinthecountry.

ReadmoreNote(s):Poland;2015to2022Source(s):IABPolska;PwCWhatindicatorsdoyouusetomeasuretheeffectivenessofshortmessageservice(SMS)campaigns?IndicatorsformeasuringeffectivenessofSMSmarketinginPoland2021Shareofrespondents0%

10%20%18%30%40%50%60%60%70%IdonotmeasureOverallincreaseinsalesDeliverabilityConversionrate15%9%9%OverallincreaseintrafficonthewebsiteClick-throughrateoflinksinSMS(CTR)7%7%Usinganalyticsandperformancetrackingparameters(e.g.GoogleAnalytics,UTM)Numberofredeemeddiscountcodes3%1%Other24Description:In2021,avastmajorityofPolishcompaniesdidnotmeasuretheeffectivenessoftheirSMScampaigns.Atthesametime,roughlytwoin10ofthesurveyedbusinessesdidsobyobservingtheoverallincreaseinsales.

ReadmoreNote(s):Poland;September19-29,2021;150respondents;Companiesactivelyusingmasstextingtools(SMS)Source(s):MarketerPlus;SMSAPI;sprawny.marketingHowdoyousendshortmessageservice(SMS)messages?WaysofsendingSMSmessagesinbusinessinPoland2021Shareofrespondents0%10%20%30%40%50%60%57%Viaownsystem(e.g.CRMsystem,viaAPI)Viathecustomerportalonthewebsite(e.g.SMSAPICustomerPanel)45%Viatheplugintoanexternalsystem(e.g.Shoperintegration,edrone,ExpertSender,Thulium)10%Viaamobileapplication(e.g.SMSAP)6%Bycontractinganexternalcompany(e.g.amarketingagency,SMSAPIserviceprovider)1%1%Other25Description:In2021,avastmajorityofPolishsentSMSmessagesviatheirownsystem.Onlyonepercentofthesurveyedcompaniesemployedanexternalcompany,forinstance,amarketingagency.

ReadmoreNote(s):Poland;September19-29,2021;150respondents;Companiesactivelyusingmasstextingtools(SMS)Source(s):MarketerPlus;SMSAPI;sprawny.marketingHowdoyougathercustomercontactsforshortmessageservice(SMS)marketing?MethodsofdatabasebuildingforSMSmarketinginPoland2021Shareofrespondents10%0%20%30%40%50%60%57%DuringuserregistrationWhensubmittinganorder35%Bysigninguponthewebsite(e.g.SMSnewsletter,contactform)AmongthosewhocontactedcustomerserviceOther18%17%9%Throughaloyaltyprogramme7%Idonotbuildcontactdatabases7%Onsocialmedia(e.g.viatoolssuchasMarketingAutomation)Ibuyexternalcontactdatabases4%3%Fromgames,competitionsandeventsthatIorganize(e.g.webinars)1%26Description:In2021,aboutsixin10PolishcompaniesgatheredcustomercontactsforSMSmarketingduringuserregistration.Sevenpercentofthesurveyedbusinessesstatedthattheydidnotbuildcontactdatabases.

ReadmoreNote(s):Poland;September19-29,2021;150respondents;Companiesactivelyusingmasstextingtools(SMS)Source(s):MarketerPlus;SMSAPI;sprawny.marketingValueofthemobileadvertisingmarketinPolandfrom2020to2026(inbillionU.S.dollars)MobileadvertisingmarketsizeinPoland2020-20262.52.01.521.91.81.61.41.11.00.710.50.0202020212022*2023*2024*2025*2026*27Description:In2022,themobileadvertisingmarketinPolandwillbeworth1.4billionU.Sdollars.By2026,thesector'srevenuewillgrowtotwobillionU.S.dollars,withaCAGRof10.5percentbetween2022and2026.

ReadmoreNote(s):Poland;2020to2021;*ForecastReadmoreSource(s):PwCHaveyouevermadeapurchaseinfluencedbyanadvertisementthatyousawonasmartphone?InfluenceofmobileadvertisingoncustomerpurchasesinPoland2021Hardtosay19.3%Yes42.3%No39.0%28Description:In2021,over42percentofPolishconsumersstatedthattheyhadmadeapurchasethatwasinfluencedbyamobileadvertisement.ReadmoreNote(s):Poland;2021Source(s):MojaGazetka;SpicyMobileCHAPTER

04SocialmediaadvertisingRevenueofthesocialmediaadvertisingmarketinPolandfrom2018to2027(inmillionU.S.dollars)RevenueofthesocialmediaadvertisingindustryinPoland2018-2027700600500599.6575.95551.29522.09485.86439.56408.18400306.85300238.12187.322001000201820192020202120222023202420252026202730Description:Theadspendinginthe'SocialMediaAdvertising'segmentofthedigitaladvertisingmarketinPolandwasforecasttocontinuouslyincreasebetween2023and2027byintotal113.7millionU.S.dollars(+23.4percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach599.6millionU.S.dollarsandthereforeanewpeakin2027.Notably,theadspendingofthe'SocialMediaAdvertising'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingover[...]

ReadmoreNote(s):Poland;2018to2027Source(s):DigitalMarketInsightsShareofsocialmediaadvertisingintheonlineadvertisingmarketinPolandfrom2015to2021ShareofsocialmediaadvertisinginonlineadvertisingmarketinPoland2015-202120%18%17.4%17.2%16.7%16.5%15.4%16%14%12%10%8%13.5%12.3%6%4%2%0%201520162017201820192020202131Description:Overtheperiodpresented,theshareofsocialmediainthetotalonlineadvertisingmarketinPolandhasgraduallyincreased.In2021,socialmediaaccountedfor17.4percentoftheonlineadvertisingmarketinthecountry.

ReadmoreNote(s):Poland;2015to2021Source(s):IABPolska;PwCAdvertisingreachofleadingsocialmediainPolandin2022AdvertisingreachofleadingsocialmediainPoland2022Potentialadvertisingreach0%10%20%30%40%50%60%70%66.3%YouTubeFacebookMessengerInstagramTikTok43%38.1%25.1%24.4%SnapchatLinkedInPinterestTwitter13.5%13.3%13.1%9.6%32Description:YouTubehadthehighestpotentialadvertisingreachamongtheleadingsocialmediaplatformsinPoland,witha66.3percentreachin2022.Facebookwasnext,with43percent.ReadmoreNote(s):Poland;2022;13yearsandolderSource(s):DataReportal;Google;Kepios;Meltwater;WeAreSocialYear-on-yearchangeinadvertisingreachofleadingsocialmediainPolandin2022ChangeintheadvertisingreachofleadingsocialmediainPoland2022Changeinadvertisingreach10%

15%-5%0%5%20%25%30%PinterestLinkedInSnapchatYouTubeInstagram28.3%19.6%14.3%1.1%-2.8%33Description:YouTubehadthehighestadvertisingreachamongtheleadingsocialmediaplatformsinPolandin2021.However,thehighestyear-on-yeargrowthwasnotedbyPinterest-a28.3percentincrease.Allsocialmediawitnessedanincreaseinadvertisingreach.ReadmoreNote(s):Poland;2022;13yearsandolderSource(s):DataReportal;Meltwater;WeAreSocialAdvertisingaudienceofsocialmediabygenderandageinPolandinJanuary2022SocialmediaadvertisingaudienceinPoland2022,bygenderandageWomenMen14%12.5%12.2%12%11.6%12%10%8%10.7%9.3%7.3%6%5.3%4.5%3.6%3.5%4%2.7%2.5%2.3%2%0%13-1718-2425-3435-44Agegroup45-5455-6465+34Description:Usersbetween25and34yearsoldmadeupthehighestshareofthesocialmediaadvertisingaudienceinPolandinJanuary2023.Thepercentageofwomenwashigherineachagegroup.

ReadmoreNote(s):Poland;January2023;13yearsandolder;Facebook,Instagram,andMessengerusersSource(s):Kepios;Meltwater;WeAreSocialIfyouhaveworkedwithinfluencersinthelast6months,inwhichcommunicationchannelshavetheyadvertisedyourproductsorservices?MostpopularcommunicationchannelschosenforinfluencermarketinginPoland2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%InstagramFacebookYouTubeTikTok87.2%55.3%39.4%55.3%OnlineblogsLinkedInPodcastsTwitter29.8%5.3%16%3.2%3.2%1.1%TwitchPinterestOther6.4%35Description:In2023,themostfrequentlychosensocialmediaplatformsbyadvertiserswereInstagram,Facebook,andTikTok.YouTubewaschosenby39.4percentofadvertiserswhousedinfluencermarketing.

ReadmoreNote(s):Poland;2023;AdvertiserswhouseinfluencerservicesindifferentpurchasingmodelsSource(s):IABPolska;ReachaBloggerIfyouhaveworkedwithinfluencersinthelast6months,whattypesofinfluencerswerethey?MostpopularinfluencertypeschosenforinfluencermarketinginPoland2023Shareofrespondents40%

50%0%10%20%30%60%70%80%90%NanoMicro19.4%71%MediumCelebritySuperstar76.3%40.9%15.1%36Description:In2023,over76percentofadvertisersinPolandprimarilychosemedium-influencerstoworkwith;relativelyfewoftherespondentschosesuperstarsforinfluencermarketing.

ReadmoreNote(s):Poland;2023;AdvertiserswhouseinfluencerservicesindifferentpurchasingmodelsSource(s):IABPolska;ReachaBloggerChangesinadvertisingvalueinmediaclassesinPolandfrom1stquarter2021to3rdquarter2022(inmillionzloty)ChangesinadvertisingvalueinmediaclassesinPoland2021-2022ValueinmillionofzlotyQ1-Q320221,500Q1-Q320212,00005001,0002,5003,0003,0513,5003,4124,000InternetTelevision3,0973,163529514Radio398296Outdoor117121MagazinesDailynewspapersCinema8882752437Description:Fromthefirstandthirdquarterof2021and2022,thetheinternethadthehighestadvertisingvalueinPoland.ReadmoreNote(s):Poland;Q1-Q32021toQ1-Q32022Source(s):Publicis;publicrelations.plShareofmediaclassesintheadvertisingmarketinPolandfrom1stquarter2021to3rdquarter2022ShareofmediaclassesintheadvertisingmarketinPoland2021-2022Q1-Q32021Q1-Q3202250%45%40%35%30%25%20%15%10%5%44.5%43.4%42.4%39.8%7%6.9%5.2%4.1%1.7%1.5%1.1%1.1%1%Cinema0.3%0%InternetTelevisionRadioOutdoorMagazinesDailynewspapers38Description:Polishtelevisionhadthemostsignificantadvertisingmarketsharebetweenthethreequartersof2021and2022,withanincreaseof1.1percentovertheyear.

ReadmoreNote(s):Poland;Q12021toQ32022Source(s):Publicis;publicrelations.plCHAPTER

05Video/displayadvertisingandotherformatsAdspendingofthedigitalvideoadvertisingmarketinPolandfrom2018to2027(inmillionU.S.dollars)AdspendingofthedigitalvideoadvertisingindustryinPoland2018-2027500450400462.54442.98423.05401.58377.69349.95350300250200150100329.93262.09185.282019138.7220182020202120222023202420252026202740Description:Theadspendinginthe'DigitalVideoAdvertising'segmentoftheadvertisingmarketinPolandwasforecasttocontinuouslyincreasebetween2023and2027byintotal84.9millionU.S.dollars(+22.48percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach462.54millionU.S.dollarsandthereforeanewpeakin2027.Notably,theadspendingofthe'DigitalVideoAdvertising'segmentoftheadvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Poland;2018to2027Source(s):Advertising&MediaInsightsShareofvideoadvertisingintheonlineadvertisingmarketinPolandfrom2015to2022ShareofvideoadvertisinginonlineadvertisingmarketinPoland2015-202216%14%15%15%14%14%13.8%13%12%10%8%10%10%6%4%2%0%2015201620172018201920202021202241Description:Overtheperiodoftimepresented,theshareofvideointhetotaladvertisingmarketinPolandfluctuated.In2022,videoaccountedfor15percentoftheonlineadvertisingmarketinthecountry.ReadmoreNote(s):Poland;2015to2022Source(s):IABPolska;PwCAdspendingofthebanneradvertisingmarketinPolandfrom2018to2027(inmillionU.S.dollars)AdspendingofthebanneradvertisingindustryinPoland2018-2027900800700855.32811.09766.86719.34667.34609.53575.41600500400300487.262020426.122019373.272018202120222023202420252026202742Description:Theadspendinginthe'BannerAdvertising'segmentofthedigitaladvertisingmarketinPolandwasforecasttocontinuouslyincreasebetween2023and2027byintotal188millionU.S.dollars(+28.17percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach855.32millionU.S.dollarsandthereforeanewpeakin2027.Notably,theadspendingofthe'BannerAdvertising'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Poland;2018to2027Source(s):Advertising&MediaInsightsAdspendingofthesearchadvertisingmarketinPolandfrom2018to2027(inmillionU.S.dollars)AdspendingofthesearchadvertisingindustryinPoland2018-20271,000900957.35892.89827.87800763.42701.54700641.12583.9600500400300418.822020409.62019376.822018202120222023202420252026202743Description:Theadspendinginthe'SearchAdvertising'segmentofthedigitaladvertisingmarketinPolandwasforecasttocontinuouslyincreasebetween2023and2027byintotal255.8millionU.S.dollars(+36.46percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach957.35millionU.S.dollarsandthereforeanewpeakin2027.Notably,theadspendingofthe'SearchAdvertising'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Poland;2018to2027Source(s):Advertising&MediaInsightsShareofannouncementadvertisingintheonlineadvertisingmarketinPolandfrom2015to2022ShareofannouncementadvertisinginonlineadvertisingmarketinPoland2015-202225%19.4%20%17.2%17%15%15.1%15%10%5%14%13%13%0%2015201620172018201920202021202244Description:Overtheperiodoftimepresented,theshareofannouncementsinthetotalonlineadvertisingmarketinPolandfluctuated.In2022,announcementsaccountedfor19.4percentoftheonlineadvertisingmarketinthecountry.ReadmoreNote(s):Poland;2015to2022Source(s):IABPolska;PwCShareofdisplayadvertisingintheonlineadvertisingmarketinPolandfrom2015to2022ShareofdisplayadvertisinginonlineadvertisingmarketinPoland2015-202245%40%39%40%35%30%25%20%15%10%5%37%35%32.8%32.6%32.1%30.2%0%2015*2016*2017*2018*201920202021202245Description:Overtheperiodoftimepresented,theshareofdisplayinthetotalonlineadvertisingmarketinPolandfluctuated.In2022,displayaccountedfor30.2percentoftheonlineadvertisingmarketinthecountry.ReadmoreNote(s):Poland;2015to2022;*Excludingvideo.ReadmoreSource(s):IABPolska;PwCShareofnativeadvertisingintheonlineadvertisingmarketinPolandfrom2019to2022ShareofnativeadvertisinginonlineadvertisingmarketinPoland2019-20223.0%2.5%2.4%2.3%2.3%2.2%2.0%1.5%1.0%0.5%0.0%201920202021202246/statistics/1268991/poland-native-ad-share-in-online-ad-marketOvertheperiodoftimepresented,theshareofnativeadvert