Zł 2.6 billion online advertising in Poland – Republic

So many companies spent on promotion in Polish Internet in the past year. It is only about 7.2 percent. more than a year earlier.

Source: Bloomberg

Only companies spent on promotion in the Polish Internet last year. It is only about 7.2 percent. more than a year ago.

The IAB and PwC Poland, the authors report AdEx cyclic stress, however, that in the second half of the year the market began to grow somewhat faster than in the first.

– Thus, at the end of the index was 7.2 per cent., after a weak first half of the year at 5.4 percent. year on year. The observed trends are a good predictor for subsequent quarters – are given.

According to Vladimir Schmidt, President of IAB Poland, an association of companies operating in the Polish network, this year will be realized optimistic scenario projected by IAB Poland.

– Again observe double-digit growth, which is characterized by mature markets with high growth potential – says Schmidt.

As this week gave the media house ZenithOptimedia Group, this year in Poland, the Internet will be the fastest growing advertising medium. The growth rate of its revenue exceeds 10 percent. when the whole market growing at only 2.4 percent. But the outlook for the online advertising market this year has been a recent report of ZOG reduced.

– Correction of previous forecasts is associated with increasing saturation of this market segment. Investment growth in online advertising slightly weaker, because the market is becoming more mature and is slowly stabilizing – commented the company.

According to the IAB Poland, the share of different formats in the cake online advertising has not changed in the past year significantly compared to 2013.

– Advertising graphics, search engine marketing and announcements recorded increases, while the e-mail marketing slight decline – are given.

The highest market share was still graphic advertisement (ie. display): 44.5 percent. (Related expenses increased year on year by 7 per cent.).

– owes its position mainly on-line video with 7.5 percent share. and dynamics at the level of 16 per cent., social media (6.1 per cent. share and an increase of 33 per cent. year-on-year) and advertising on mobile devices (5.4 per cent. share at more than double the increase year on year) – gives the IAB Poland.

As pointed out by Eve Giel, deputy director of the band telecommunications, media and entertainment PwC, the share of mobile advertising in the online advertising market in pregnancy is lower in Poland than in Western Europe.

– The share of mobile advertising in the online market is 5.4 per cent., while in Western Europe the share of mobile advertising is at the two-digit level – notes.