Polish online advertising market is growing rapidly, but still … – Onet.pl

In Europe clearly recognizes the advantages of the Internet, devoting a lot of money on marketing campaigns in the network. In 2014 years online advertising has been issued 31 billion euros, and television campaigns 33 billion. Interestingly, in many Western European countries, including Britain, already 6 years spending on Internet advertising outweigh the costs incurred for TV campaigns. The total value of the advertising market in Poland is 2.79 billion. However, in our country, television broadcasting is still the most important for advertisers.

– Television advertising accounts for more than 50 % of the advertising pie, while the Internet is its one-quarter share. However, experts predict that the alignment is unlikely to occur in the next two years. It should be noted, however, that the increase in spending on the campaign website is faster than the growth of the total advertising market in Poland, says Margaret Celarek partner advertising agency VanLeif.

These differences do not arise from the fact that Poles are watching TV to excess. The data show that its viewership in Poland is falling, fewer Poles also have a television at home (almost 4 per cent. People do not have). For example, US 5 percent. citizens do not benefit from the TV.

– Due to the scale of Internet advertising expenditures ceased to be supporting medium and, increasingly, it is the leading channel of communication in marketing communications. This required, of course, a very big change of awareness from both marketers and agencies. Increasingly, we see inquiries from clients in which television is completely ignored, and all communication is routed just to the medium key, or to the Internet, adds Celarek.

The biggest growth in advertising spending in Poland record the Internet and television. This is mainly because the publisher clever way to adapt to the challenge of the digital revolution and provide plenty of content to VOD channels on the Internet. Television is also gaining due to the fact that it has more eagerly bought by marketers offer sponsorship and product placement.

Worst a decline, because double-digit, applies to advertising in the printed press. Additionally, smaller budgets are spent on outdoor and cinema advertising. Spending on radio advertising remain unchanged and remain at a constant level.