The Out-of-Home Advertising market in Poland is experiencing significant growth and development.
Customer preferences: Polish consumers have shown a strong preference for out-of-home advertising, as it allows them to be exposed to brand messages while they are on the move. This is particularly important in a country where commuting and travel are common, as it provides advertisers with the opportunity to reach a wide audience. Additionally, Polish consumers appreciate the creativity and visual impact of out-of-home advertising, which can capture their attention and leave a lasting impression.
Trends in the market: One of the key trends in the Out-of-Home Advertising market in Poland is the increasing use of digital signage. Digital billboards and screens have become more prevalent in urban areas, offering advertisers the ability to display dynamic and interactive content. This trend is driven by advancements in technology and the desire to engage consumers in new and innovative ways. Digital signage also allows for greater flexibility in terms of content delivery and targeting, as ads can be changed and updated in real-time based on factors such as time of day, weather, and audience demographics. Another trend in the market is the integration of mobile and out-of-home advertising. With the widespread use of smartphones, advertisers are finding ways to connect their out-of-home campaigns with mobile devices. This can be done through QR codes, augmented reality experiences, or location-based targeting. By combining the reach and impact of out-of-home advertising with the personalization and interactivity of mobile devices, advertisers can create more engaging and memorable experiences for consumers.
Local special circumstances: Poland has a strong outdoor culture, with many people participating in outdoor activities such as walking, biking, and socializing in public spaces. This provides advertisers with ample opportunities to reach consumers through out-of-home advertising. Additionally, Poland has a growing tourism industry, with visitors from around the world coming to explore its rich history and natural beauty. This presents a unique opportunity for advertisers to target both domestic and international audiences through out-of-home campaigns.
Underlying macroeconomic factors: Poland has experienced steady economic growth in recent years, which has contributed to the development of the Out-of-Home Advertising market. As disposable incomes rise and consumer spending increases, businesses are investing more in advertising to capture the attention of potential customers. Furthermore, Poland's membership in the European Union has opened up opportunities for international brands to enter the market and expand their reach through out-of-home advertising. In conclusion, the Out-of-Home Advertising market in Poland is growing and evolving to meet the changing needs and preferences of consumers. The increasing use of digital signage and the integration of mobile and out-of-home advertising are key trends shaping the market. With its strong outdoor culture and growing tourism industry, Poland offers a favorable environment for out-of-home advertising. The country's steady economic growth and membership in the European Union also contribute to the market's development.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).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) 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.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.
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