Poland Online Advertising Market by Type (Display, Paid Search Ads, Paid Classified/ Directories, Paid Email Ads), By Mobile Ads, By Social Media Ads – Outlook to 2022: Ken Research

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Poland Online Advertising Market by Type (Display, Paid Search Ads, Paid Classified/ Directories, Paid Email Ads), By Mobile Ads, By Social Media Ads – Outlook to 2022” provides a comprehensive analysis of online advertising market in Poland. The report covers Poland online advertising market by Type of Online Ads (Display, Paid Search Ads, Paid Classified/ Directories, Paid Email Ads), By Mobile Ads, By Social Media Ads, By Digital Ad Spending by Various Sectors (Retail, E-commerce, Automotive, Telecom, Financial Services, Packaged Food, Hotel/ Bars/ Restaurant and others) and Market Share of Major Digital Platforms (Google, Facebook, Youtube, Twitter & Instagram, Nasza-Klasa.pl, goldenline.pl), and Major Online Advertising Agencies (VML Poland, K2, Ideo Agency, J.Walter Thompson Group, Nitro Digital, Feno.pl). The report also covers market in different aspects such as parameters to design a successful internet ad campaign, trends and developments, issues and challenges, market share of major publishers. The report provides detailed overview on future outlook & projections with analyst recommendations for the industry.

Market Segmentation of Poland Online Advertising Market

Type of Online Ads: In terms of expenditure, type of digital ads segmentation is dominated by Search Ads which accounted for share of ~% during 2017. Search engine advertising was followed by banner advertising in terms of spending during 2017 which accounted for ~% share in Poland online advertising market. Display ads include many different formats and contain 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

Improvement in technology and better internet speed will increase mobile internet penetration in the country by 2022. Poland online advertising market is expected to grow at a CAGR of ~% during the forecast period of 2017-2022 The growth is expected to be driven by the rising number of social media users, booming e-commerce market, rise of independent advertisement advisors, support from government, publishers and mobile networks. As analytical tools are gaining prominence in the market, the advertising agencies have been using big data and other analytical tools to connect better with the customers. Such major innovations in upcoming years will result in market growth in future.

Key Topics Covered in the Report:

  • Poland Advertising Market Overview and Genesis
  • Poland Online Advertising Market Genesis and Current Scenario
  • Value Chain Analysis on Poland Online Advertising Market
  • Poland Online Advertising Market Size, 2012-2017
  • Poland Online Advertising Market Segmentation, 2017
  • Decision Making Parameters for Selecting Advertising Agencies
  • SWOT Analysis in Poland Online Advertising Market
  • Trends and Developments in Poland Online Advertising Market
  • Issues and Challenges In Poland Online Advertising Market
  • Regulatory Scenario In Poland Online Advertising Market
  • Competitive Landscape In Poland Online Advertising Market
  • Market Share of Major Players in Poland Online Advertising Market, 2017
  • Company Profiles for Major Digital Platforms and Advertising Agencies in Poland Online Advertising Market
  • Future Outlook for Poland Online Advertising Market, 2017-2022
  • Macroeconomic Factors affecting Poland Online Advertising Market


Source: https://www.kenresearch.com/media-and-entertainment/advertising/poland-online-advertising-market/142277-94.html

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Ken Research
Ankur Gupta, Head Marketing & Communications
ankur [@] kenresearch.com
+91-9015378249
www.kenresearch.com

 

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