Traditional advertisingRadio, cinema, and outdoor advertising steadily occupy a small but noteworthy portion of the market. Television is possibly the most influential medium in Poland. In March 2022, the number of advertising spots on TV in Poland was more than 3.66 million. The revenues of major Polish TV stations have been rising. Pharmaceutical, FMCG, and telecom brands are the most active in TV advertising. Notably, TV ads are highly irritating to viewers, who often change the channel to avoid watching them.
Digital advertisingThe internet has become one of the most powerful spaces for advertising. Furthermore, digital video ad spending is forecast to exceed 280 million U.S. dollars in 2021. Similarly to advertising in general, the industries with the most online ad spending are commerce, telecommunications, automotive, finance, and FMCG.
Social media channels play a significant role in the advertising world. The leading channel in terms of advertising volume in 2021 was YouTube. In the same year, Gen Z was the audience influenced by ads placed on Social Media. OOH (out-of-home) advertising also developed, and the ability to display messages in real time was considered its greatest advantage.
The internet is expected to continue taking the industry by storm. The future of traditional television is uncertain – although it will clearly not disappear in the near future – whereas the press is undoubtedly in decline. As an industry, advertising in Poland is steadily growing and transforming.