Online advertising expenditure in Poland increased by 23% y / y to approximately PLN 4.3 billion in Q1-Q3 2021, according to the IAB AdEx study carried out by IAB Polska together with PwC.
Advertisers’ spending on digital communication in the first three quarters of 2021 increased by almost PLN 800 million compared to the comparable period of the previous year, which translated into an increase index of 23%. At that time, online advertising expenditures exceeded PLN 4.3 billion, it was reported.
Digital communication in Q3 2021 did not slow down the high pace of development recorded since the beginning of the year, when the market began to dynamically rebound after the turmoil caused by the first wave of the pandemic. During this period, the value increased by 22%, which translated into the index after three quarters of 2021 at the level of 22.6%. In total, from January to September, expenditure on digital communication increased by almost PLN 800 million, it was also indicated.
The overall picture of the Polish online advertising cake has not changed. Graphic advertising (including static display and video) continues to dominate, reaching 45% of the share. It is currently the key driver of growth – in the analyzed period it generated 51% of added value compared to the same period of the previous year Among the key formats, however, the largest index is still classified by ads, which are still rapidly recovering from last year’s pandemic losses. SEM maintains a third of the online advertising pie, and its value continues to double-digit growth. All key online advertising sales channels continue to hit the high index: w programmatic model, in mobile devices and in social media.
Taking into account the industry division, the advertiser ranking did not change significantly. None of the segments recorded a y / y decline.
IAB AdEx is a cyclical survey used to measure internet advertising spending. The project has been implemented by IAB Polska together with PwC since 2007, and its results have become a market standard and are the basis for other analyzes of advertising expenditure. All leading Internet companies take part in the study, but the results do not fully cover advertising expenditure on the Internet due to the large variety and multitude of small and medium-sized entities on the market. The advertising expenditure is considered to be the budgets of companies allocated to the purchase of advertising space on the Internet. These expenses include both the income of the survey participants obtained from the sale of advertising space and the agency’s commission on this account. The expenses included in the study can be both cash and barter.
The study included the revenues of the following entities: Agora, Burda Media, Cormedia, CS Group (estimated), Dentsu Aegis, Facebook (partially estimated), Freshmail, GK Digitree Group, Google – search engine, contextual advertising, YT, GDN and mobile (partially estimated) ), GroupM, Allegro Group, Grupa Pracuj, Grupa Wirtualna Polska, Grupa ZPR Media, Havas Media, IDG, IPG Mediabrands, LEADR, Lowe Media, NetSprint, Novem, OLX, OMD, Polsat-Interia, Polska Press Grupa, Publicis Groupe, Ringier Axel Springer Polska, Communities, Ströer Digital, TVN, TVP. The estimates are based on PwC, IHS and Gemius data.
The Internet Industry Employers Association IAB Polska is an organization associating 240 most important companies on the Polish Internet market, including the largest Internet portals, advertising networks, media houses, interactive agencies, technology companies and advertisers.
Source: IAB Polska, PwC and ISBnews
