Key regions: France, United Kingdom, Asia, China, Germany
The Traditional Out-of-Home Advertising market in Poland has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances.
Customer preferences: Polish consumers have shown a strong preference for traditional out-of-home advertising, such as billboards and posters, due to their visibility and ability to reach a wide audience. This form of advertising allows companies to effectively target both urban and rural areas, ensuring maximum exposure for their products or services. Additionally, consumers in Poland have a higher level of trust in traditional advertising methods, as they are seen as more reliable and credible compared to digital advertising.
Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Poland is the increasing use of digital technologies. Digital billboards and interactive displays have become popular among advertisers, as they offer more dynamic and engaging content. This trend is driven by the growing demand for personalized and interactive advertising experiences, as well as the ability to target specific demographics and locations more effectively. Another trend in the market is the integration of traditional out-of-home advertising with online and mobile platforms. Advertisers are increasingly using QR codes and other digital technologies to connect offline advertisements with online content, allowing consumers to easily access additional information or make purchases directly from their smartphones. This trend reflects the changing consumer behavior, as more people rely on their mobile devices for information and shopping.
Local special circumstances: Poland's strong economy and growing middle class have contributed to the growth of the Traditional Out-of-Home Advertising market. As disposable incomes rise, consumers have more purchasing power, leading to increased demand for products and services. This creates opportunities for advertisers to promote their offerings through traditional out-of-home advertising, as it allows them to reach a wide audience and generate brand awareness. Furthermore, Poland's geographic location and infrastructure play a significant role in the development of the out-of-home advertising market. The country has a well-developed road network, with major highways connecting different regions. This makes it easier for advertisers to place billboards and posters along busy roads, ensuring high visibility and exposure to a large number of commuters.
Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Poland is also influenced by macroeconomic factors. The country has experienced stable economic growth in recent years, with low unemployment rates and increasing consumer spending. This positive economic environment provides a favorable backdrop for advertisers, as it creates a conducive market for their products and services. In addition, Poland's membership in the European Union has opened up opportunities for foreign investment and trade. This has attracted multinational companies to the country, who are keen to promote their brands and products to the Polish market. Traditional out-of-home advertising offers an effective way for these companies to reach a wide audience and establish their presence in the country. In conclusion, the Traditional Out-of-Home Advertising market in Poland is developing due to changing customer preferences, such as a preference for traditional advertising methods and the integration of digital technologies. Local special circumstances, such as a strong economy and well-developed infrastructure, further contribute to the growth of the market. Underlying macroeconomic factors, including stable economic growth and foreign investment, also play a role in the market's development.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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) 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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