Advertising in Poland - statistics & facts
Poland has a dynamic and expanding advertising industry that takes on variety of formats. Ads surround people at every step, not once walking the streets the eye is caught by colorful banners. Advertising can also be heard on the radio, and seen on television, the Internet is also overflowing with it. In Poland, the leader in terms of advertising reach was Media Markt and the Polish e-commerce platform, Allegro.
Radio, in Poland, is also an important transmitter of advertising, as it accompanies people in everyday activities such as traveling to work. RMF FM radio led the way, with advertising income of more than 3.2 billion zloty in 2023.
Social media channels play a significant role in the advertising world. The leading channel in terms of advertising volume in 2023 was YouTube. At the beginning of 2024,women aged 18 to 34 were the audience influenced the most 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.
Traditional advertising
Radio, 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 2024, the number of advertising spots on TV in Poland was more than 4 million.Radio, in Poland, is also an important transmitter of advertising, as it accompanies people in everyday activities such as traveling to work. RMF FM radio led the way, with advertising income of more than 3.2 billion zloty in 2023.
Digital advertising
The internet has become one of the most powerful spaces for advertising. Furthermore, digital video ad spending is forecast to exceed 501 million U.S. dollars in 2029. Display advertising accounted for the largest share of digital ad spending in 2023.Social media channels play a significant role in the advertising world. The leading channel in terms of advertising volume in 2023 was YouTube. At the beginning of 2024,women aged 18 to 34 were the audience influenced the most 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.
