Retail Platform Advertising - Poland

  • Poland
  • Ad spending in the Retail Platform Advertising market is projected to reach US$0.73bn in 2024.
  • Ad spending is expected to show an annual growth rate (CAGR 2024-2029) of 10.63%, resulting in a projected market volume of US$1.21bn by 2029.
  • The average ad spending per user in the Retail Platform Advertising market is projected to amount to US$51.05 in 2024.
  • In global comparison, most ad spending will be generated in the United States (US$57,630.00m in 2024).
 
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Analyst Opinion

The Retail Platform Advertising Market in Poland is witnessing mild growth, influenced by factors such as evolving consumer behaviors, increased competition among brands, and the gradual adoption of digital advertising strategies by traditional retailers.

Customer preferences:
Consumers in Poland are increasingly prioritizing convenience and personalized shopping experiences, leading to a rise in the adoption of retail platform advertising strategies that leverage data analytics. As younger, tech-savvy demographics dominate the market, brands are shifting towards targeted advertising that resonates with specific consumer preferences and values. Additionally, the growing emphasis on sustainability encourages retailers to highlight eco-friendly products, making ethical consumption a crucial aspect of marketing strategies. These trends reflect a broader transformation in consumer behavior that retailers must navigate.

Trends in the market:
In Poland, the Retail Platform Advertising Market is experiencing a shift towards data-driven strategies that enhance consumer engagement through personalized experiences. As e-commerce continues to expand, brands are increasingly utilizing sophisticated analytics to target younger, tech-savvy consumers with tailored advertisements that align with their preferences. Furthermore, the rise of eco-conscious shopping behaviors is prompting retailers to spotlight sustainable products, integrating ethical considerations into their marketing approaches. These developments are significant, as they reflect evolving consumer expectations, compelling stakeholders to adapt to maintain competitive advantages in an increasingly digital marketplace.

Local special circumstances:
In Poland, the Retail Platform Advertising Market is shaped by unique cultural nuances and regulatory frameworks that influence consumer behavior and advertising strategies. The country's strong emphasis on local traditions and community values drives retailers to prioritize regional products and promote localized campaigns. Additionally, Poland's stringent data protection laws compel companies to adopt transparent practices in their advertising efforts, fostering consumer trust. The blend of a tech-savvy population and a growing preference for socially responsible brands creates a distinct landscape where personalized, ethical marketing approaches thrive, setting Poland apart from other markets.

Underlying macroeconomic factors:
The Retail Platform Advertising Market in Poland is significantly influenced by macroeconomic factors such as economic stability, consumer spending patterns, and digital infrastructure development. The country's robust economic growth has led to increased disposable incomes, encouraging higher consumer engagement with retail platforms. Additionally, Poland's strategic investments in technology and digital advertising frameworks enhance the effectiveness of targeted campaigns. Global trends, such as the shift towards e-commerce and sustainable practices, further shape local advertising strategies. As fiscal policies aim to foster innovation and support small businesses, retailers are increasingly leveraging data-driven advertising methods to connect with consumers, driving the overall market performance.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for 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. 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, 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).

Overview

  • Ad Spending
  • Analyst Opinion
  • Reach
  • Demographics
  • Global Comparison
  • Methodology
  • Key Market Indicators
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