Adspend in Poland is expected t increase 2.5% from 2016 to 2017, driven mostly by the rise in Internet adspend, which is expected to grow 11.8%, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
Meanwhile, the most popular media, television adspend is predicted to rise only
0.6% this year and remain the No. 1 media in Poland for the foreseeable future, however, Internet adspend is surging, driven by video, e-commerce and programmatic advertising, and could surpass TV perhaps in five years.
However, adblocking penetration is 36% on desktop, and remains one of the highest in the world and a major concern for media owners, which have limited digital inventory. As a result, Zenith expects substantial ratecard increases in the coming years.
While radio advertising is experience a renaissance, adspend in newspapers and magazines continues to fall. Print adspend will continue to fall for the foreseeable future. Cinema should see a slight increase of 1.3% this year, while outdoor will fall by 1.1%, according to Zenith.
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