Market Insights Advertising & Media Advertising

Social Media Advertising - Poland

Poland

In Poland, ad spending in the Social Media Advertising market is projected to reach US$0.58bn in 2024.
This ad spending is expected to exhibit an annual growth rate (CAGR 2024-2029) of 11.29%, leading to a projected market volume of US$0.99bn by 2029.
When compared globally, the majority of ad spending will be generated China, with an anticipated figure of US$84,650.00m in 2024.
Within the Social Media Advertising market in Poland, it is estimated that 56% of total ad spending will be generated through mobile by 2029.
Furthermore, the number of users in the Social Media Advertising market in Poland is expected to reach 33,840.0k users by 2029.
Poland's social media advertising landscape is witnessing a surge in localized content, reflecting the country's unique cultural nuances and consumer preferences.

Key regions: United States, France, Japan, Europe, Germany

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Analyst Opinion

The Social Media Advertising market in Poland is experiencing significant growth and development.

Customer preferences: Polish consumers have shown a strong preference for social media platforms as a means of communication and information sharing. With over 20 million active users on Facebook and a growing number of users on other platforms such as Instagram and Twitter, social media has become an integral part of daily life for many Poles. This has created a large and engaged audience for advertisers to target.

Trends in the market: One of the key trends in the Social Media Advertising market in Poland is the shift towards mobile advertising. With the increasing popularity of smartphones and mobile internet usage, advertisers are recognizing the importance of reaching consumers on their mobile devices. This has led to a rise in mobile advertising campaigns on social media platforms, as advertisers seek to capture the attention of consumers on the go. Another trend in the market is the rise of influencer marketing. Polish consumers are increasingly turning to social media influencers for recommendations and advice on products and services. This has created opportunities for advertisers to collaborate with influencers to promote their brands and reach a wider audience. Influencer marketing has proven to be an effective way to engage with consumers and build brand awareness.

Local special circumstances: Poland has a strong entrepreneurial culture, with many small and medium-sized businesses (SMEs) operating in the country. These businesses have recognized the potential of social media advertising to reach their target audience and drive sales. As a result, there has been a significant increase in the number of SMEs investing in social media advertising in Poland.

Underlying macroeconomic factors: Poland has experienced steady economic growth in recent years, leading to an increase in consumer spending power. This has created a favorable environment for advertisers, as consumers have more disposable income to spend on products and services. Additionally, Poland has a young and tech-savvy population, which is driving the adoption of social media platforms and creating a large and engaged audience for advertisers to target. In conclusion, the Social Media Advertising market in Poland is experiencing significant growth and development, driven by customer preferences for social media platforms, trends towards mobile advertising and influencer marketing, local special circumstances such as the rise of SMEs investing in social media advertising, and underlying macroeconomic factors such as steady economic growth and a young and tech-savvy population.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). 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, social media 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.