Polish Online Advertising Market, Digital Ad Spend Poland Online Advertising Market | Page 2

items such as text, images, flash, video, and audio. Online Video Ads constituted share of ~% in
2017. Mobile ads followed video advertising in terms of expenditure with the share of ~% during
2017.
By Cost Metrics: Cost per Impressions accounted for ~% of digital spending in 2017. Click
through rate is the ratio of users who click on a specific link to the number of total users who
view a page, email, or advertisement. Click through rate accounted for ~% share during 2017.
Pay-per-sale is a pricing system where the advertisement platform/portal is paid on the basis of
the number of sales that are directly generated by an advertisement. PPS accounted for least
amount of revenues in Poland online advertising market during 2017.
By Medium: Poland online advertising market is dominated by desktop advertising in terms of
segmentation by medium with a share of ~% followed by mobile advertising with a share of ~%
in the market in 2017.
By Major Banner Ad Sizes: In terms of major ad sizes, Poland online advertising market is
segmented by double billboards, Rectangle, Billboard, Skyscraper, Box, Topplayer and Triple
Billboard. Double billboard is the most popular billboard size in Poland with an ad size of (750 x
200 pixels). Double billboard has dominated the market with a share of ~% in online
banner/display advertising spending during 2017. Double billboard was followed by rectangle
size and accounted for ~% in 2017. Billboard (750 x 100 pixels) accounted for ~% of the major
ad sizes in the market owing to its performance in both brand and direct-response advertising
campaigns. Skyscraper (120 x 600 pixels) format can fit into narrower spaces that don't
accommodate the (160 x 600 pixels) wide skyscrapers. Skyscraper accounted for ~% of the
overall share during 2017. Toplayer and Triple billboard accounted for ~% and ~% share in
Poland online banner advertising market respectively.
By Spending by Each Sector: Major sectors that spent on online advertising in Poland are
automotive, e-commerce, banking, financial services and insurance (BFSI), telecom, real estate,
media, FMCG, packaged food, tourism, healthcare, and education. Automotive sector accounted
for ~% in overall online ad spending during 2017. It is followed by E-commerce and BSFI sector
accounted for ~% and ~% in 2017 respectively.
Competitive Scenario in Poland Online Advertising Market
Competitive Scenario has been analyzed for advertising agencies as well as digital platforms.
Major advertising agencies in the country include VML Poland, K2, Ideo Agency, J.Walter
Thompson Group, Nitro Digital, Connaxis, Feno.pl.
The major online advertising platforms in Poland are Facebook, NK.pl, Instagram, Google,
YouTube, Twitter and others. Facebook and Instagram together dominated the market with a
share of ~% and Google held the second position with a share of ~% in the total revenues in
2016. Since, the demand for video advertising is surging, YouTube also has a major share of ~%
in the total revenue in 2016.
Future Potential of Poland Online Advertising Market