Digital advertising expenditure in Poland 2018-2027

The expenditure on digital advertising in Poland has been steadily increasing since 2018. In 2023, it was estimated at approximately two billion U.S. dollars, and in 2027, it was expected to reach more than 2.5 billion U.S. dollars.

How are online ads consumed?

When it comes to social media advertising in Poland, the overall target audience is predominantly female and between 25 and 34 years old. Many marketers have noticed the role social media can have in reaching customers - most create a social media strategy, though only about half of them analyze and generate reports in this area. In terms of online advertising formats, video ads have a higher viewability rate than display ads. Online video ads are generally less irritating to audiences than TV ads, however, many internet users still use avoidance methods. Ad blocks are quite popular, whereas much fewer users purchase premium services to avoid ads.

Internet in the advertising industry

Advertising in Poland is an ever-growing industry, and the advertising spending in the country increases every year. The share of digital advertising in the industry has been increasing, while the internet recently overtook television as the most significant advertising medium with a nearly 50-percent market share. Online advertising is expected to continue growing at a steady pace in the coming years.