Advertising - Poland

Poland

Ad spending in the Advertising market in Poland is forecasted to reach €3,823.00m in 2024.
The largest market is TV & Video Advertising with a market volume of €1,258.00m in 2024.
When compared globally, the United States is expected to generate the most ad spending, reaching €390.70bn in 2024.
Within the Advertising market in Poland, 64% of total ad spending is projected to come from digital sources in 2029.
The average ad spending per capita in the TV & Video Advertising market is estimated to be €31.27 in 2024.
Additionally, in the Advertising market in Poland, Advertising market of the 71.11% revenue is anticipated to be generated through programmatic advertising in 2029.
Poland's advertising market is experiencing a shift towards digital platforms, with a growing emphasis on personalized and interactive campaigns to engage tech-savvy consumers.

Key regions: United States, China, Europe, Asia, Japan

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Comparación de regiones

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Analyst Opinion

The Advertising market in Poland is experiencing significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors all contribute to this positive trend. Customer preferences in the Advertising market in Poland are shifting towards digital platforms. With the increasing popularity of smartphones and internet usage, consumers are spending more time online, creating opportunities for digital advertising. Additionally, customers are becoming more discerning and demanding in their advertising preferences, seeking personalized and interactive experiences. Trends in the market reflect the growing importance of digital advertising in Poland. Companies are investing more in online advertising channels such as social media, search engine marketing, and video advertising. This shift is driven by the effectiveness and efficiency of digital advertising in reaching target audiences and measuring campaign performance. Furthermore, the rise of influencer marketing and content marketing strategies is also shaping the Advertising market in Poland, as brands seek to engage with consumers in a more authentic and relatable way. Local special circumstances in Poland contribute to the development of the Advertising market. Poland has a large population of internet users, with high internet penetration rates and increasing smartphone ownership. This provides a fertile ground for digital advertising to thrive. Additionally, Poland has a vibrant startup ecosystem, with many innovative companies emerging in the advertising technology sector. These startups are driving innovation in the industry and attracting investment, further fueling the growth of the Advertising market. Underlying macroeconomic factors also play a role in the development of the Advertising market in Poland. The country's strong economic performance and increasing consumer purchasing power create favorable conditions for companies to invest in advertising. As businesses compete for market share, advertising becomes a crucial tool for reaching and persuading customers. Furthermore, Poland's integration into the European Union and its access to the single market provide opportunities for international companies to expand their advertising activities in the country. In conclusion, the Advertising market in Poland is experiencing growth and development driven by customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital advertising, the rise of influencer marketing and content marketing, the high internet penetration rates, the presence of innovative startups, and the strong economic performance all contribute to the positive trajectory of the Advertising market in Poland.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).