From a resilient rebound to digital dominance, Poland's advertising industry is not just growing—it's radically transforming, as evidenced by a market that surged to PLN 17.2 billion in 2023 and is forecast to smash the PLN 21 billion mark by 2025.
Key Takeaways
- In 2023, Poland's total advertising market expenditure reached PLN 17.2 billion, marking a 8.5% year-over-year growth driven by digital channels
- The advertising market in Poland grew by 12.3% in 2022 to PLN 15.8 billion, with internet advertising accounting for 52% of total spend
- Poland's ad spend per capita in 2023 was approximately PLN 452, ranking 15th in Europe
- Poland's digital ad spend hit PLN 9.1 billion in 2023, representing 53% of total market
- Mobile advertising in Poland grew 22.4% YoY to PLN 4.2 billion in 2023
- Video ad spend online reached PLN 2.8 billion in 2023, up 18.7% from 2022
- TV advertising spend in Poland was PLN 4.2 billion in 2023, down 2.1% YoY
- Radio ad revenue in Poland reached PLN 1.1 billion in 2023, stable at +0.5% growth
- National TV channels captured 78% of TV ad spend in Poland 2023 at PLN 3.3 billion
- OOH advertising spend in Poland was PLN 1.2 billion in 2023, up 4.8% YoY
- Print newspapers ad revenue fell to PLN 650 million in 2023, -7.2% decline
- Magazines ad spend totaled PLN 320 million in Poland 2023, down 9%
- 65% of Polish consumers aged 18-34 report daily exposure to digital ads
- 72% of ad budgets shifting to data-driven targeting by 2025 forecast
- Sustainability-themed ads increased 28% in volume from 2022-2023
Poland's advertising industry is growing rapidly, fueled by strong digital expansion.
Digital Advertising
- Poland's digital ad spend hit PLN 9.1 billion in 2023, representing 53% of total market
- Mobile advertising in Poland grew 22.4% YoY to PLN 4.2 billion in 2023
- Video ad spend online reached PLN 2.8 billion in 2023, up 18.7% from 2022
- Social media advertising expenditure in Poland was PLN 3.5 billion in 2023, with Facebook leading at 60% share
- Programmatic advertising accounted for 68% of digital display ad spend in Poland in 2023, totaling PLN 1.9 billion
- Search advertising revenue in Poland grew to PLN 2.1 billion in 2023, dominated by Google at 92% market share
- Native advertising spend online in Poland increased 25% to PLN 850 million in 2023
- E-commerce advertising via digital channels hit PLN 1.7 billion in Poland 2023
- Influencer marketing digital spend reached PLN 450 million in 2023, up 30% YoY
- CTV (Connected TV) ad spend in Poland surged 40% to PLN 320 million in 2023
- DOOH (Digital Out-of-Home) advertising in Poland generated PLN 180 million in 2023, growing 15%
- Email marketing ad revenue in Poland was PLN 120 million in 2023
- Affiliate marketing spend digitally totaled PLN 250 million in Poland 2023
- Gaming ads in Poland reached PLN 400 million in 2023, with in-game ads up 28%
- Podcast advertising online grew to PLN 90 million in Poland 2023
- Retail media networks digital spend hit PLN 550 million in 2023 Poland
- Internet ad spend PLN 9.1 billion in 2023, 53% total market share
- Display ads (banners/video) PLN 3.2 billion, up 16% YoY 2023 Poland
- Google Ads platform share 85% of search market, PLN 1.8 billion 2023
- YouTube ad revenue Poland PLN 950 million, 34% growth 2023
- Facebook/Instagram combined PLN 2.9 billion social ads 2023 Poland
- TikTok ad spend PLN 650 million, fastest growing at 55% YoY 2023
- LinkedIn professional ads PLN 220 million B2B focus 2023 Poland
- Amazon DSP entry boosted retail media to PLN 300 million 2023
- Snapchat AR ads PLN 80 million youth targeting 2023 Poland
- Twitter (X) ads PLN 140 million, political surge Q4 2023 Poland
- Pinterest visual search ads PLN 45 million niche growth 2023
Digital Advertising Interpretation
Poland's ad landscape has decisively declared, "Keep up or get scrolled past," as mobile and video surge forward, social and search giants tighten their grip, and every niche from CTV to podcasts scrambles for a piece of the digital pie.
Market Size & Revenue
- In 2023, Poland's total advertising market expenditure reached PLN 17.2 billion, marking a 8.5% year-over-year growth driven by digital channels
- The advertising market in Poland grew by 12.3% in 2022 to PLN 15.8 billion, with internet advertising accounting for 52% of total spend
- Poland's ad spend per capita in 2023 was approximately PLN 452, ranking 15th in Europe
- Total ad expenditure in Poland for 2024 is forecasted at PLN 18.9 billion, with a CAGR of 9.2% from 2020-2024
- In Q1 2023, Poland's advertising revenue increased by 10.1% to PLN 4.1 billion compared to Q1 2022
- Historical ad spend in Poland from 2019-2023 averaged PLN 15.4 billion annually, peaking in 2023
- Poland's share of EU advertising market was 2.8% in 2023, with total EU spend at €620 billion
- Ad market contraction in 2020 due to COVID was -5.2% in Poland, recovering to +15.4% in 2021
- Projected ad spend for 2025 in Poland stands at PLN 21.1 billion, assuming 11.7% growth
- Regional breakdown shows Warsaw accounting for 45% of national ad spend in 2023 at PLN 7.7 billion
Market Size & Revenue Interpretation
While Warsaw gobbles nearly half the national ad pie, Poland's entire advertising market is digesting digital growth at a voracious pace, with a full recovery from its pandemic indigestion now fueling forecasts of a hearty, billion-złoty future.
OOH & Print Advertising
- OOH advertising spend in Poland was PLN 1.2 billion in 2023, up 4.8% YoY
- Print newspapers ad revenue fell to PLN 650 million in 2023, -7.2% decline
- Magazines ad spend totaled PLN 320 million in Poland 2023, down 9%
- Billboard OOH inventory in Poland covered 45,000 faces, generating PLN 450 million
- Transit advertising (public transport) reached PLN 280 million in 2023 Poland
- Daily newspapers circulation ad impact: 2.5 million readers, PLN 400 million revenue
- Digital print hybrids grew 12% to PLN 150 million in ad spend 2023
- Warsaw OOH spend was PLN 550 million, 46% of national total in 2023
- Classified ads in print dropped to PLN 120 million in 2023 Poland
- Street furniture OOH ads generated PLN 180 million in urban areas 2023
- Trade magazines ad revenue PLN 220 million, stable in niche sectors 2023
- Direct mail print ads totaled PLN 90 million in 2023, down 5%
- Consumer trust in print ads at 42% vs 28% for digital in 2023 Poland survey
- FMCG sector dominated OOH spend at 35% or PLN 420 million in 2023
OOH & Print Advertising Interpretation
Poland’s advertising landscape is a tale of two cities: traditional print is gently fading like a cherished old poster, while out-of-home advertising boldly colonizes the streets with the relentless cheer of a FMCG brand, proving that sometimes the oldest trick in the book—putting your message right in front of people’s faces—still works best.
TV & Radio Advertising
- TV advertising spend in Poland was PLN 4.2 billion in 2023, down 2.1% YoY
- Radio ad revenue in Poland reached PLN 1.1 billion in 2023, stable at +0.5% growth
- National TV channels captured 78% of TV ad spend in Poland 2023 at PLN 3.3 billion
- Pay TV ad spend grew 5% to PLN 650 million in Poland 2023
- Prime time TV ad slots in Poland averaged PLN 25,000 per 30 seconds in 2023
- Top 10 advertisers on Polish TV spent PLN 1.8 billion in 2023, led by telecoms
- Radio spot prices in Warsaw averaged PLN 1,200 per 30 seconds in 2023
- TV ad share of total market fell to 24% in Poland 2023 from 28% in 2020
- Local TV stations ad revenue totaled PLN 280 million in 2023 Poland
- FM radio ad growth was 3.2% in regional markets, reaching PLN 450 million
- Sports events on TV drove 22% of annual ad spend in Q4 2023 at PLN 950 million
- News programs on TV accounted for 35% of ad impressions in Poland 2023
- DAB+ digital radio ad potential untapped, only PLN 5 million in 2023 spend
- Cinema advertising pre-COVID levels recovered to PLN 150 million in 2023 TV tie-ins
TV & Radio Advertising Interpretation
Despite television still throwing billion-zloty punches, with sports and news reigning supreme, Poland's advertising landscape is quietly having its ear talked off by resilient radio and niche players, proving that even in a digital age, the medium with the best story—or jingle—often gets the last laugh.
Trends & Forecasts
- 65% of Polish consumers aged 18-34 report daily exposure to digital ads
- 72% of ad budgets shifting to data-driven targeting by 2025 forecast
- Sustainability-themed ads increased 28% in volume from 2022-2023
- AI personalization in ads adopted by 55% of Polish agencies in 2023
- Short-form video ads (Reels/TikTok) grew 45% in engagement 2023
- Privacy-first advertising post-Cookie era: 40% budget reallocation by 2024
- Cross-channel attribution models used by 62% marketers in Poland 2023
- User-generated content ads boosted ROI by 25% avg in 2023 campaigns
- Voice search ads projected to reach 15% of search spend by 2026
- Metaverse ad experiments: PLN 50 million invested by top brands 2023
- 58% consumers prefer shoppable ads, driving 20% conversion uplift 2023
- Brand safety incidents down 15% due to better platform tools 2023
- Omnichannel campaigns grew 35% in adoption among retailers 2023
- AR/VR ad trials reached 12 million impressions in Poland 2023
- 48% marketers plan to increase audio ads (podcasts) by 2025
- Personalization fatigue: 37% consumers want fewer targeted ads 2023
- Top 5 sectors (FMCG, finance, auto) held 55% ad spend in 2023
- E-sports sponsorships in ads surged 32% to PLN 180 million 2023
- Zero-party data usage up 50% among Polish advertisers 2023
- Ad fraud losses estimated at PLN 450 million in digital Poland 2023
Trends & Forecasts Interpretation
The Polish advertising landscape is a paradox where young consumers are relentlessly pursued by clever digital shadows, even as the industry frantically invests in everything from your personal data to the metaverse, all while grappling with the fact that its targets are starting to find this personalized attention more exhausting than enchanting.
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