Digital Out-of-Home Advertising - Poland

  • Poland
  • Ad spending in the Digital Out-of-Home Advertising market in Poland is forecasted to reach US$108.60m in 2024.
  • Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 8.46%, leading to a projected market volume of US$163.00m by 2029.
  • With a projected market volume of US$4,366.00m in 2024, the majority of ad spending will be generated China.
  • The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to amount to US$2.70 in 2024.
  • Poland's Digital Out-of-Home Advertising market is rapidly growing, with innovative technologies and interactive strategies driving consumer engagement.

Key regions: India, France, United States, United Kingdom, China

Region comparison

Analyst Opinion

The Digital Out-of-Home Advertising market in Poland is experiencing significant growth and development.

Customer preferences:
Polish consumers are increasingly embracing digital out-of-home advertising as it offers a more engaging and interactive experience. With the advancement of technology, consumers are becoming more accustomed to digital displays and are more likely to pay attention to dynamic and visually appealing advertisements. Additionally, the ability to target specific audiences based on location and demographics is appealing to advertisers, as it allows for more effective and targeted campaigns.

Trends in the market:
One of the key trends in the digital out-of-home advertising market in Poland is the increasing adoption of programmatic advertising. Programmatic advertising enables advertisers to automate the buying and selling of ad inventory, allowing for more efficient and targeted campaigns. This trend is driven by the availability of real-time data and analytics, which enables advertisers to optimize their campaigns and deliver more personalized content to consumers. As a result, programmatic advertising is becoming increasingly popular in Poland, as advertisers seek to maximize the impact of their digital out-of-home campaigns. Another trend in the market is the integration of digital out-of-home advertising with mobile devices. With the widespread use of smartphones and tablets, advertisers are finding new ways to engage with consumers by combining digital out-of-home displays with mobile technology. This can include interactive features such as QR codes or NFC tags that allow consumers to interact with the advertisement using their mobile devices. By integrating digital out-of-home advertising with mobile devices, advertisers are able to provide a more immersive and personalized experience for consumers.

Local special circumstances:
Poland has a growing economy and a large population, making it an attractive market for digital out-of-home advertising. The country's strong economic growth has led to increased consumer spending power, which in turn has created more opportunities for advertisers to reach their target audience. Additionally, Poland has a well-developed infrastructure, including a robust digital network, which makes it easier for advertisers to deploy and manage digital out-of-home campaigns.

Underlying macroeconomic factors:
The growth of the digital out-of-home advertising market in Poland can be attributed to several underlying macroeconomic factors. Firstly, Poland's GDP growth has been steady in recent years, indicating a strong and stable economy. This provides a favorable environment for advertisers, as consumers are more likely to have disposable income to spend on products and services. Secondly, Poland has a large and growing middle class, which represents a significant consumer base for advertisers. This demographic is more likely to engage with digital out-of-home advertising and is a key target for many brands. Finally, Poland has a high internet penetration rate, with a large proportion of the population having access to the internet. This provides advertisers with a wide reach and allows them to target consumers across different digital platforms. In conclusion, the Digital Out-of-Home Advertising market in Poland is experiencing growth and development due to customer preferences for engaging and interactive advertising, the adoption of programmatic advertising, the integration of digital out-of-home advertising with mobile devices, and the underlying macroeconomic factors such as Poland's strong economy, growing middle class, and high internet penetration rate.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

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, and survey results from our primary research (e.g., Consumer Insights Global Survey) 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, population, urban population, and internet infrastructure.


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.


  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Global Comparison
  • Methodology
  • Key Market Indicators
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