Poland’s advertising industry is being reshaped by rapid digital migration, led by mobile, video, and social platforms reaching consumers in both big cities and smaller communities. In 2023, the total advertising market reached PLN 17.2 billion, up 8.5% year over year, with digital channels powering much of the change. Traditional formats were mixed: print ad revenues fell, while TV spending declined slightly. As audiences shift, data-driven targeting and AI personalization are becoming core strategies.
Key Takeaways
- 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
- 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
- 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%
- 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
- 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
In 2023 Poland’s digital ad market surged to PLN 9.1 billion, driven by rapid growth in mobile and video.
Related reading
01 · Category
Digital Advertising27 stats
01
Poland's digital ad spend hit PLN 9.1 billion in 2023, representing 53% of total market
02
Mobile advertising in Poland grew 22.4% YoY to PLN 4.2 billion in 2023
03
Video ad spend online reached PLN 2.8 billion in 2023, up 18.7% from 2022
04
Social media advertising expenditure in Poland was PLN 3.5 billion in 2023, with Facebook leading at 60% share
05
Programmatic advertising accounted for 68% of digital display ad spend in Poland in 2023, totaling PLN 1.9 billion
06
Search advertising revenue in Poland grew to PLN 2.1 billion in 2023, dominated by Google at 92% market share
07
Native advertising spend online in Poland increased 25% to PLN 850 million in 2023
08
E-commerce advertising via digital channels hit PLN 1.7 billion in Poland 2023
09
Influencer marketing digital spend reached PLN 450 million in 2023, up 30% YoY
10
CTV (Connected TV) ad spend in Poland surged 40% to PLN 320 million in 2023
11
DOOH (Digital Out-of-Home) advertising in Poland generated PLN 180 million in 2023, growing 15%
12
Email marketing ad revenue in Poland was PLN 120 million in 2023
13
Affiliate marketing spend digitally totaled PLN 250 million in Poland 2023
14
Gaming ads in Poland reached PLN 400 million in 2023, with in-game ads up 28%
15
Podcast advertising online grew to PLN 90 million in Poland 2023
16
Retail media networks digital spend hit PLN 550 million in 2023 Poland
17
Internet ad spend PLN 9.1 billion in 2023, 53% total market share
18
Display ads (banners/video) PLN 3.2 billion, up 16% YoY 2023 Poland
19
Google Ads platform share 85% of search market, PLN 1.8 billion 2023
20
YouTube ad revenue Poland PLN 950 million, 34% growth 2023
21
Facebook/Instagram combined PLN 2.9 billion social ads 2023 Poland
22
TikTok ad spend PLN 650 million, fastest growing at 55% YoY 2023
23
LinkedIn professional ads PLN 220 million B2B focus 2023 Poland
24
Amazon DSP entry boosted retail media to PLN 300 million 2023
25
Snapchat AR ads PLN 80 million youth targeting 2023 Poland
26
Twitter (X) ads PLN 140 million, political surge Q4 2023 Poland
27
Pinterest visual search ads PLN 45 million niche growth 2023
Interpretation
Digital Advertising Interpretation
In Poland’s digital advertising market, spend rose to PLN 9.1 billion in 2023 and mobile grew 22.4% YoY to PLN 4.2 billion, showing how rapidly digital channels are strengthening beyond desktop within the overall market.
02 · Category
Market Size & Revenue10 stats
01
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
02
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
03
Poland's ad spend per capita in 2023 was approximately PLN 452, ranking 15th in Europe
04
Total ad expenditure in Poland for 2024 is forecasted at PLN 18.9 billion, with a CAGR of 9.2% from 2020-2024
05
In Q1 2023, Poland's advertising revenue increased by 10.1% to PLN 4.1 billion compared to Q1 2022
06
Historical ad spend in Poland from 2019-2023 averaged PLN 15.4 billion annually, peaking in 2023
07
Poland's share of EU advertising market was 2.8% in 2023, with total EU spend at €620 billion
08
Ad market contraction in 2020 due to COVID was -5.2% in Poland, recovering to +15.4% in 2021
09
Projected ad spend for 2025 in Poland stands at PLN 21.1 billion, assuming 11.7% growth
10
Regional breakdown shows Warsaw accounting for 45% of national ad spend in 2023 at PLN 7.7 billion
Interpretation
Market Size & Revenue Interpretation
Poland’s advertising market expanded to PLN 17.2 billion in 2023, an 8.5% year over year rise that reflects steady Market Size & Revenue growth alongside forecasts of PLN 18.9 billion in 2024.
03 · Category
Ooh & Print Advertising14 stats
01
OOH advertising spend in Poland was PLN 1.2 billion in 2023, up 4.8% YoY
02
Print newspapers ad revenue fell to PLN 650 million in 2023, -7.2% decline
03
Magazines ad spend totaled PLN 320 million in Poland 2023, down 9%
04
Billboard OOH inventory in Poland covered 45,000 faces, generating PLN 450 million
05
Transit advertising (public transport) reached PLN 280 million in 2023 Poland
06
Daily newspapers circulation ad impact: 2.5 million readers, PLN 400 million revenue
07
Digital print hybrids grew 12% to PLN 150 million in ad spend 2023
08
Warsaw OOH spend was PLN 550 million, 46% of national total in 2023
09
Classified ads in print dropped to PLN 120 million in 2023 Poland
10
Street furniture OOH ads generated PLN 180 million in urban areas 2023
11
Trade magazines ad revenue PLN 220 million, stable in niche sectors 2023
12
Direct mail print ads totaled PLN 90 million in 2023, down 5%
13
Consumer trust in print ads at 42% vs 28% for digital in 2023 Poland survey
14
FMCG sector dominated OOH spend at 35% or PLN 420 million in 2023
Interpretation
Ooh & Print Advertising Interpretation
In Poland’s Ooh and Print Advertising market, OOH remains the steadier growth engine with spend rising to PLN 1.2 billion in 2023, while print is clearly contracting as newspapers revenue fell to PLN 650 million and magazines ad spend dropped to PLN 320 million.
More related reading
04 · Category
Tv & Radio Advertising14 stats
01
TV advertising spend in Poland was PLN 4.2 billion in 2023, down 2.1% YoY
02
Radio ad revenue in Poland reached PLN 1.1 billion in 2023, stable at +0.5% growth
03
National TV channels captured 78% of TV ad spend in Poland 2023 at PLN 3.3 billion
04
Pay TV ad spend grew 5% to PLN 650 million in Poland 2023
05
Prime time TV ad slots in Poland averaged PLN 25,000 per 30 seconds in 2023
06
Top 10 advertisers on Polish TV spent PLN 1.8 billion in 2023, led by telecoms
07
Radio spot prices in Warsaw averaged PLN 1,200 per 30 seconds in 2023
08
TV ad share of total market fell to 24% in Poland 2023 from 28% in 2020
09
Local TV stations ad revenue totaled PLN 280 million in 2023 Poland
10
FM radio ad growth was 3.2% in regional markets, reaching PLN 450 million
11
Sports events on TV drove 22% of annual ad spend in Q4 2023 at PLN 950 million
12
News programs on TV accounted for 35% of ad impressions in Poland 2023
13
DAB+ digital radio ad potential untapped, only PLN 5 million in 2023 spend
14
Cinema advertising pre-COVID levels recovered to PLN 150 million in 2023 TV tie-ins
Interpretation
Tv & Radio Advertising Interpretation
In Poland’s TV and radio advertising market, TV remains dominant with PLN 4.2 billion in 2023 despite a 2.1% YoY decline, while radio revenue held steady at PLN 1.1 billion and pay TV ad spend rose 5% to PLN 650 million, showing advertisers are reallocating within broadcast while keeping radio resilient.
05 · Category
Trends & Forecasts20 stats
01
65% of Polish consumers aged 18-34 report daily exposure to digital ads
02
72% of ad budgets shifting to data-driven targeting by 2025 forecast
03
Sustainability-themed ads increased 28% in volume from 2022-2023
04
AI personalization in ads adopted by 55% of Polish agencies in 2023
05
Short-form video ads (Reels/TikTok) grew 45% in engagement 2023
06
Privacy-first advertising post-Cookie era: 40% budget reallocation by 2024
07
Cross-channel attribution models used by 62% marketers in Poland 2023
08
User-generated content ads boosted ROI by 25% avg in 2023 campaigns
09
Voice search ads projected to reach 15% of search spend by 2026
10
Metaverse ad experiments: PLN 50 million invested by top brands 2023
11
58% consumers prefer shoppable ads, driving 20% conversion uplift 2023
12
Brand safety incidents down 15% due to better platform tools 2023
13
Omnichannel campaigns grew 35% in adoption among retailers 2023
14
AR/VR ad trials reached 12 million impressions in Poland 2023
15
48% marketers plan to increase audio ads (podcasts) by 2025
16
Personalization fatigue: 37% consumers want fewer targeted ads 2023
17
Top 5 sectors (FMCG, finance, auto) held 55% ad spend in 2023
18
E-sports sponsorships in ads surged 32% to PLN 180 million 2023
19
Zero-party data usage up 50% among Polish advertisers 2023
20
Ad fraud losses estimated at PLN 450 million in digital Poland 2023
Interpretation
Trends & Forecasts Interpretation
Poland’s advertising trends show a clear shift toward smarter, more privacy-aware targeting as 72% of budgets are forecast to move to data-driven targeting by 2025 and 40% is set to be reallocated in the post-cookie era by 2024.
report visual · Breakdown
Poland Digital Advertising: Market Share & Growth Signals (2023)
Digital advertising is dominated by internet reach while key formats like mobile, video, CTV, and TikTok show strong growth momentum.
60%
Social media advertising expenditure in Poland was PLN 3.5 billion in 2023, with Facebook leading at 60% share
40%
CTV (Connected TV) ad spend in Poland surged 40% to PLN 320 million in 2023
report visual · Comparison
Poland’s advertising market growth (YoY)
YoY growth in Poland’s advertising market has accelerated heading into 2023, with digital channels remaining a key driver.
The advertising market in Poland grew by 12.3% in 2022 to PLN 15.8 billion, with internet advertising accounting for 52%12.3%
Projected ad spend for 2025 in Poland stands at PLN 21.1 billion, assuming 11.7% growth11.7%
Total ad expenditure in Poland for 2024 is forecasted at PLN 18.9 billion, with a CAGR of 9.2% from 2020-20249.2%
In 2023, Poland's total advertising market expenditure reached PLN 17.2 billion, marking a 8.5% year-over-year growth dr8.5%
Ad market contraction in 2020 due to COVID was -5.2% in Poland, recovering to +15.4% in 2021-5.2%
report visual · Key figures
OOH & Print Advertising in Poland (2023): Growth vs Decline & Key Shares
OOH and some print segments rose in 2023, while newspapers and magazines saw declines—regional and sector shares highlight where spending is concentrated.
4.8%
OOH advertising spend in Poland was PLN 1.2 billion in 2023, up 4.8% YoY
-7.2%
Print newspapers ad revenue fell to PLN 650 million in 2023, -7.2% decline
9%
Magazines ad spend totaled PLN 320 million in Poland 2023, down 9%
46%
Warsaw OOH spend was PLN 550 million, 46% of national total in 2023
35%
FMCG sector dominated OOH spend at 35% or PLN 420 million in 2023
report visual · Comparison
Poland TV & Radio Advertising: spend, shares, and growth (2023)
TV saw a decline in spend while radio remained steady; TV distribution and format shares show where attention went in 2023.
National TV channels captured 78% of TV ad spend in Poland 2023 at PLN 3.3 billion78%
TV ad share of total market fell to 24% in Poland 2023 from 28% in 2020
24%
TV advertising spend in Poland was PLN 4.2 billion in 2023, down 2.1% YoY
2.1%
Radio ad revenue in Poland reached PLN 1.1 billion in 2023, stable at +0.5% growth
0.5%
report visual · Breakdown
Poland Advertising: Key Adoption vs Budget Reallocation (Forecast)
Most indicators point to rapid adoption of data-driven and AI-driven advertising approaches, alongside ongoing shifts toward privacy-first and privacy-compliant targeting.
65%
65% of Polish consumers aged 18-34 report daily exposure to digital ads
35%
Omnichannel campaigns grew 35% in adoption among retailers 2023
Reference
Cite This Report
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APA
Isabelle Moreau. (2026, February 13). Poland Advertising Industry Statistics. Gitnux. https://gitnux.org/poland-advertising-industry-statistics
MLA
Isabelle Moreau. "Poland Advertising Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/poland-advertising-industry-statistics.
Chicago
Isabelle Moreau. 2026. "Poland Advertising Industry Statistics." Gitnux. https://gitnux.org/poland-advertising-industry-statistics.
Sources & references
46 datasets cited across this report · attribution is report-level