Market Insights Advertising & Media Advertising Audio Advertising

Digital Audio Advertising - Poland

Poland

Ad spending in the Digital Audio Advertising market in Poland is forecasted to reach €27.35m in 2024.
The market is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 2.25%, leading to a projected market volume of €30.57m by 2029.
With a projected market volume of €6,564.00m in 2024, the majority of revenue is expected to be generated in Poland.
In the Digital Audio Advertising market in Poland, the number of listeners is projected to reach 7.94m users by 2029.
The average ad spending per user in the Digital Audio Advertising market in Poland is estimated to be €4.14 in 2024.
In the Digital Audio Advertising market in Poland, 50.70% of total ad spending is forecasted to be generated through mobile in 2029.
Poland's Digital Audio Advertising market is rapidly growing, with increasing investments from both local and international brands seeking to engage with tech-savvy audiences.

Key regions: United States, France, India, Asia, Japan

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Analyst Opinion

The Digital Audio Advertising market in Poland is experiencing significant growth and development.

Customer preferences: Polish consumers are increasingly turning to digital audio platforms for their entertainment and information needs. This shift in consumer behavior is driven by several factors, including the convenience and accessibility of digital audio content, the rise of mobile devices, and the increasing popularity of streaming services. As a result, there is a growing demand for digital audio advertising in Poland.

Trends in the market: One of the key trends in the Digital Audio Advertising market in Poland is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized messages at scale. This technology has revolutionized the advertising industry by making it more efficient and cost-effective. In Poland, advertisers are embracing programmatic advertising to reach their target audience effectively and maximize the return on their advertising investment. Another trend in the market is the rise of podcast advertising. Podcasts have gained popularity in Poland, with a wide range of topics and genres available to listeners. Advertisers are recognizing the potential of podcast advertising to reach a highly engaged and captive audience. By integrating advertisements into podcasts, brands can effectively communicate their message and build brand awareness among listeners.

Local special circumstances: Poland has a vibrant music and entertainment industry, with a strong tradition of radio broadcasting. This cultural background has laid the foundation for the growth of digital audio advertising in the country. Polish consumers have a strong affinity for audio content, making them receptive to digital audio advertisements. Furthermore, the increasing availability of high-speed internet and the widespread adoption of smartphones have contributed to the growth of digital audio advertising in Poland. These technological advancements have made it easier for consumers to access digital audio content on the go, creating new opportunities for advertisers to engage with their target audience.

Underlying macroeconomic factors: Poland has experienced steady economic growth in recent years, which has contributed to the overall growth of the advertising industry. As the economy continues to expand, businesses have more resources to invest in advertising and marketing activities, including digital audio advertising. Additionally, the digital advertising landscape in Poland is influenced by global trends and developments. As digital audio advertising gains traction worldwide, Polish advertisers are following suit to stay competitive and reach their target audience effectively. In conclusion, the Digital Audio Advertising market in Poland is thriving due to changing customer preferences, including the increasing adoption of digital audio platforms and the rise of programmatic advertising. The local special circumstances, such as the strong tradition of radio broadcasting and the widespread availability of high-speed internet, further contribute to the growth of the market. Additionally, underlying macroeconomic factors, such as steady economic growth and global trends, play a role in shaping the digital audio advertising landscape in Poland.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers pre- and in-stream audio ads and podcast streaming ads.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, media consumption, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.