Share of e-mail advertising in online advertising market in Poland 2015-2024
Over the period presented, the share of e-mail in the total online advertising market in Poland decreased. In the first half of 2024, e-mail accounted for 0.8 percent of the online advertising market in the country.
Growth of online advertising market
While email advertising's share has decreased, the Polish online advertising market as a whole is thriving. In 2023, the sector was valued at nine billion zloty and is projected to reach 16 billion zloty by 2028, with an impressive compound annual growth rate of 12.2 percent. This substantial expansion suggests that marketers are finding success with alternative digital advertising formats, compensating for the decline in email marketing's prominence.
Consumer attitudes toward online ads
The shift away from email advertising may be partially attributed to consumer perceptions of online ads in general. In 2023, over 40 percent of Poles found online advertising annoying, with most respondents tending to ignore such ads. However, 26 percent of those surveyed viewed online advertising as a valuable source of information. These mixed attitudes highlight the challenges marketers face in engaging Polish consumers effectively across various digital platforms, including email.
