Digital advertising in Poland - statistics & facts
Digital advertising is a form of marketing performed via online channels, such as websites or streaming content. As a result, products, goods, and services advertised online can reach their audiences through many formats: an e-mail newsletter, a mobile, social media, or a video ad. The digital advertising expenditure in Poland has been experiencing significant growth, with various formats contributing to its expansion. In 2027, expenditure was expected to reach more than 2.5 billion U.S. dollars.
The main act of e-mail advertising is sending a commercial message that will reach the target group of users, very often potential or existing customers. Regarding the most important drivers for subscribing to e-mail newsletters, benefits such as free gifts or discount codes ranked first among three-quarters of Poles in 2022. Other factors included interesting content and quick access to information.
The evolving landscape of e-mail marketing is complemented by the increasing significance of mobile, which accounted for almost 33 percent of the market in 2023, signifying notable growth.
Both women and men between the ages of 18 and 34 made up the highest share of the social media advertising audience in Poland. The reach of social media advertising on platforms like Instagram is forecasted to increase continuously, offering substantial potential for audience engagement opportunities.
Digital advertising in Poland is an effective form of advertising. Due to continuous technological development and increasing competition, it will evolve and adapt over the years to reach even larger audiences and consumers.
E-mail and mobile advertising
E-mail marketing consists of four main types: newsletters, acquisitions, retention, and promotional. Since 2015, the share of e-mail advertising in the total online advertising market in Poland has witnessed a steady decrease; it accounted for one percent of the market in 2023.The main act of e-mail advertising is sending a commercial message that will reach the target group of users, very often potential or existing customers. Regarding the most important drivers for subscribing to e-mail newsletters, benefits such as free gifts or discount codes ranked first among three-quarters of Poles in 2022. Other factors included interesting content and quick access to information.
The evolving landscape of e-mail marketing is complemented by the increasing significance of mobile, which accounted for almost 33 percent of the market in 2023, signifying notable growth.
Influencer marketing
As a form of social media advertising, influencer marketing revolves around endorsements and product placements from online creators. Brands can promote their products through recommendations from influencers on various social media platforms, such as Instagram, Facebook, or TikTok. In 2023, more than seven out of 10 Polish media agencies favored working with micro and medium-influencers.Both women and men between the ages of 18 and 34 made up the highest share of the social media advertising audience in Poland. The reach of social media advertising on platforms like Instagram is forecasted to increase continuously, offering substantial potential for audience engagement opportunities.
Display advertising and other formats
Poland's digital video advertising segment is projected to increase significantly by 2029, with an estimated reach of 501.67 million U.S. dollars. The share of search engine marketing in the total online advertising market in Poland accounted for 31.2 percent in 2023. Furthermore, the landscape of other formats such as announcements advertising continues to fluctuate, reflecting the dynamic nature of the market.Digital advertising in Poland is an effective form of advertising. Due to continuous technological development and increasing competition, it will evolve and adapt over the years to reach even larger audiences and consumers.
