Poland has a dynamic and expanding advertising industry. Although there was an overall increase in the advertising net worth between 2013 and 2019, the coronavirus (COVID-19) pandemic affected the industry; consequently, advertising net worth witnessed a decrease of over one billion zloty in 2020. However, a year later, another increase could be noted.
Retail and pharmaceuticals have consistently been the most prominent industries in Polish advertising, followed by FMCG, finance, telecom, and automotive. In retail alone, over 776 million zloty was spent on advertising in the first half of 2022.
Social media channels play a significant role in the advertising world. The leading channel in terms of advertising volume in 2022 was YouTube. In the same year, women aged 35 to 34 were the audience influenced the most by ads placed on Social Media. OOH (out-of-home) advertising also developed, and the ability to display messages in real time was considered its greatest advantage.
The internet is expected to continue taking the industry by storm. The future of traditional television is uncertain – although it will clearly not disappear in the near future – whereas the press is undoubtedly in decline. As an industry, advertising in Poland is steadily growing and transforming.
Traditional advertising
Radio, cinema, and outdoor advertising steadily occupy a small but noteworthy portion of the market. Television is possibly the most influential medium in Poland. In March 2022, the number of advertising spots on TV in Poland was more than 3.66 million. The revenues of major Polish TV stations have been rising. Pharmaceutical, FMCG, and telecom brands are the most active in TV advertising. Notably, TV ads are highly irritating to viewers, who often change the channel to avoid watching them.Digital advertising
The internet has become one of the most powerful spaces for advertising. Furthermore, digital video ad spending is forecast to exceed 377 million U.S. dollars in 2023. Similarly to advertising in general, the industries with the most online ad spending are commerce, telecommunications, automotive, finance, and FMCG.Social media channels play a significant role in the advertising world. The leading channel in terms of advertising volume in 2022 was YouTube. In the same year, women aged 35 to 34 were the audience influenced the most by ads placed on Social Media. OOH (out-of-home) advertising also developed, and the ability to display messages in real time was considered its greatest advantage.
The internet is expected to continue taking the industry by storm. The future of traditional television is uncertain – although it will clearly not disappear in the near future – whereas the press is undoubtedly in decline. As an industry, advertising in Poland is steadily growing and transforming.
