Key regions: France, China, Germany, United States, United Kingdom
The Search Advertising market in Poland is experiencing significant growth and development.
Customer preferences: Polish customers are increasingly relying on the internet to search for products and services, leading to a surge in demand for search advertising. With the rise of e-commerce and online shopping, consumers are turning to search engines to find the best deals and compare prices. Additionally, the younger generation, which is more tech-savvy, is driving the adoption of search advertising as they spend more time online and have a higher propensity to engage with digital advertisements.
Trends in the market: One of the key trends in the Polish search advertising market is the shift towards mobile advertising. With the increasing penetration of smartphones and the availability of affordable mobile data plans, more and more people are accessing the internet through their mobile devices. This has created a huge opportunity for advertisers to reach consumers on the go through mobile search advertising. Advertisers are also leveraging location-based targeting to deliver relevant ads to consumers based on their geographical location. Another trend in the market is the growing importance of video advertising. Video content consumption is on the rise in Poland, and advertisers are capitalizing on this trend by incorporating video ads into search results. Video ads are highly engaging and can effectively communicate the message to the target audience. Advertisers are also utilizing programmatic advertising to automate the buying and selling of search ads, enabling them to reach the right audience at the right time with personalized messages.
Local special circumstances: Poland has a highly competitive market for search advertising, with both local and international players vying for market share. Local companies have the advantage of understanding the Polish market and consumer preferences, while international companies bring global expertise and resources. This competition is driving innovation and pushing advertisers to come up with creative and effective search advertising strategies.
Underlying macroeconomic factors: Poland has experienced steady economic growth in recent years, which has contributed to the growth of the search advertising market. As the economy expands, businesses are investing more in advertising to reach a larger audience and drive sales. Additionally, the increasing internet penetration rate in Poland has created a larger pool of potential customers for advertisers to target. With more people going online, the reach and effectiveness of search advertising have significantly increased. In conclusion, the Search Advertising market in Poland is thriving due to changing customer preferences, such as increased reliance on the internet and mobile devices, as well as the growing importance of video advertising. The competitive landscape and the country's strong macroeconomic fundamentals have also contributed to the growth of the market. As technology continues to evolve and consumer behavior evolves, the search advertising market in Poland is expected to continue its upward trajectory.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.Modeling approach:
A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.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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Mon - Fri, 9am - 6pm (EST)
