by Peter Dziubak 22/12/2014, 7:27; Update: 22/12/2014, 9:54
The television belonged Polish far the lion’s share of the advertising market, the value of which is estimated at 6.5 billion zł. Source: ShutterStock
Within 3-4 years there is a change of the guard at the first position among the beneficiaries of the advertising market – says some experts. But though the new technologies earn better, tv still collects the most money in the industry
The TV belonged far the lion’s share Polish advertising market, the value of which is estimated at 6.5 billion zł. But its importance decreases, and in the next 3-4 years will give the lead to the internet.
As calculates IAB Internet Industry Employers Association, now spending on promotion in the network are 2.43 billion zł. – In 2015. This segment will grow by almost 14 percent. The greatest growth will be personal ad – predicts Maciej Wyszynski, managing director of Sociomantic Labs, a company that offers advertising solutions for e-commerce. In his opinion, the value of this sector in 2015. Will increase by 120 per cent., Which will translate into an increase in its share in advertising expenditure display on web pages to approx. 10 percent. Wyszynski emphasizes that it is the effect of the mass use of modern solutions. – Changing the way consumers and businesses see advertising messages – says the expert. Are more effective than in the past, because the collected network data to help precisely deliver advertising to specific people.
According to Izabela Albrychiewicz, CEO of MEC media house, with the exception of print media we have to deal with the stabilization of the market advertising. – Shows positive dynamics. This year, we recorded a few per cent growth and expect similar in 2015. Our cautious scenario assumes that it will be a single digit – evaluate Albrychiewicz. In her view, however, should be approached cautiously announced that any moment now the undisputed leader will give television to the internet. – The share of television advertising in the cake so far remain stable, around 50 per cent. Viewership is constant – the average Pole spends watching TV more than four hours a day, and the average viewing time only slightly decreases in selected demographic groups – emphasizes Albrychiewicz. He admits, however, that in 2015. Worsen television market fragmentation. A further drop in the share big four (Polsat, TVN, TVP 1 and TVP 2) will not be as deep as in the switch from analogue to digital reception. Then shares fell at a rate of over ten per cent a year.
– We expect, however, that the share of the top 4 will shrink by a few percent – predicts Albrychiewicz. This year, from January to mid-December amounted to 43.7 per cent. while viewing the commercial group, by 5 percent. less than a year ago.
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