When you look at marketing in Poland, it’s easy to notice the mix of old methods and new digital techniques. If you want your business to grow, you need to understand the details of advertising in Poland and how traditional and digital strategies both play a role.
The choice isn’t just about picking one style; you need to see how each one works for different goals and how combining both can help in a country that’s becoming more digital every year.
Digital marketing is increasing everywhere, including Poland. Still, older media like TV, radio, and print are important – especially for reaching some people or goals. This means the best campaigns find ways to blend both approaches for maximum results.
Differences Between Digital and Traditional Advertising in Poland
The main difference between digital and traditional advertising is the channels used.
- Traditional ads use older, offline methods – things like billboards, radio, TV, magazines, and newspapers. These have been around for a long time and are familiar sights for people.
- Digital advertising happens online. It covers ads shown on social media, results in online searches, videos, and emails.
What really sets digital apart from traditional methods is not just where the ad appears, but also how well you can target people, get feedback, measure results, and adjust campaigns.
Definitions of Digital and Traditional Advertising
Traditional advertising covers print (like newspapers and magazines), broadcast (TV and radio), outdoor posters and billboards, and ads mailed directly to homes. These methods mainly deliver a message from the advertiser to everyone, with little specific targeting. The advantage is that these ads reach many people, especially because people trust and are familiar with them.
Digital advertising includes social media, search engines (Google Ads, for example), banners or videos on websites or apps, and email marketing. It can also involve influencer marketing and ads made to look like content. Digital ads need internet access and devices like phones, tablets, or computers. The biggest difference is that you can target your audience much more exactly, interact with them, and use data to monitor and improve your campaigns.
Main Digital Advertising Channels in Poland
Several digital channels are widely used in Poland. Big platforms include Facebook, Instagram, YouTube, TikTok, and LinkedIn. Google Ads helps catch users who are already searching for products or services.
Display ads – normal banners or video ads – work well to get your brand seen across different sites and apps. Video ads online are particularly strong.
In 2023, spending on online video ads in Poland went up by 20.7%, up to 1.5 billion PLN, and 82% of people in Poland used at least one VOD (video on demand) service. Also, 78% of online users watched online video ads, and 54% even made a purchase after seeing one.
The trend points to online video ads possibly reaching 2 billion PLN in spending for 2024. Other channels include email marketing and content that blends promotions with regular articles (native advertising).
Main Traditional Advertising Channels in Poland
Despite the growth of digital, traditional advertising is still strong in Poland. TV is especially good at reaching a lot of people at once. Radio is effective too, especially for targeting drivers or local communities.
Though people read print media less than before, magazines and newspapers still work for certain audience groups, especially since paper ads can feel more trustworthy. Billboards, posters, and other outdoor ads catch attention in public and work well for getting your brand noticed in specific locations.
Sending ads through regular mail is less common now, but can still work for targeting households directly. These channels sometimes make it hard to measure exactly how many people saw the ad, but they benefit from the public’s trust.
Trends in Advertising Spending in Poland
In Poland, most new ad spending now goes to digital. But traditional media still receives a large amount of investment. This follows the global pattern of digital increasing each year. By 2023, digital advertising in Poland was worth almost 7.8 billion PLN – about 870 million more than the year before. Digital accounted for over two-thirds of the advertising sector’s growth. This upward trend is expected to continue, with digital advertising likely to reach 9.2 billion PLN in 2024.
Digital Ad Spend Trends
What’s pushing this growth? More people are online than ever. In 2023, the average Pole spent about 8 hours and 22 minutes online daily, with most of that (6 hours and 12 minutes) on mobile devices.
Polish e-commerce was also booming at 180 billion PLN, up 17% from the previous year, making digital ads even more popular for businesses. Within digital, online video is rising the fastest.
Automated ad buying (programmatic) is also now common, making up 70% of all online display ads in 2023. This is expected to grow to 75% in 2024, showing that using data and automation to buy ads is becoming standard.
TV, Radio, and Print Spending Trends
Digital is growing fast, but TV and radio are still important. TV is good for reaching large numbers and building a strong brand image. Radio appeals to specific areas or times of the day.
Even print media, though used less, works for certain groups. For example, in January 2024, the Pharmaceutical industry was very active on TV, reaching over 92% of people aged 7-75.
Retail companies (‘Trade’ sector) also advertised heavily online and on radio. These numbers show traditional channels are still needed for reaching lots of people and certain groups.
Recent Data: Market Share by Format
In June 2024, online ads reached 84.61% of Poles aged 7-75, with nearly 79 billion creative impressions. People looked at each ad for around 8.73 seconds on average. Video ads had shorter viewing times than banners, but people noticed them more.
By June 2024, retail companies led in online ad contact, pharmaceuticals led on TV, and retail again led on radio. Top advertisers, including Media Expert, Biedronka, and Lidl, spent the most across all these media, using a multi-channel strategy.
For example, Media Expert was the biggest digital advertiser and one of the top spenders across all formats, showing that using more than one channel is common for the biggest results.
Recent Changes in Polish Advertising
Advertising in Poland is always changing because of new technology, how people behave, and rules about privacy. Here are some of the main factors shaping today’s market.
Programmatic and Big Data
Digital advertising depends heavily on analyzing data. Automated ad buying (‘programmatic’) uses algorithms to buy ads in real time. This made up 70% of online display ads in 2023 and this figure is expected to rise in 2024.
Using large amounts of data helps marketers understand how people behave online and what they like, so they can target ads better. While new EU rules like GDPR mean companies must ask for permission to use personal data, working with data is still essential for getting good results.
Trends in Video and Visual Content
Video ads are growing quickly. Short videos on platforms like TikTok or Instagram are especially good at getting people’s attention. Reports show that most Poles are willing to watch video ads and many buy products as a result.
New types of video ads – like those that play before videos (in-stream) or more immersive, like 360-degree ads – are becoming more popular because viewers remember them better.
Influencer and Social Media Marketing
Social media is not just for displaying ads; it helps build real connections, especially through influencers. Influencer marketing is very popular with younger groups like Gen Z and works because young people trust influencers as real people.
Social media marketing in general lets brands talk to customers, run targeted ads, and build loyal online communities. Because so many Poles spend time on their phones – where social media is a top activity – these channels are now a must for reaching new customers today.
New Privacy Laws and GDPR
GDPR, put in place in 2018, changed how advertisers can use people’s data. Now, companies have to get clear permission from users before showing targeted ads. This has made companies more open about what data they collect and use.
While these laws protect people’s privacy, they can make targeting harder. The planned removal of tracking cookies in browsers like Google Chrome will make this even trickier. Advertisers have to rethink how to reach audiences without breaking privacy rules.
Pros and Cons of Digital Advertising for Polish Brands
Digital advertising brings many advantages, but there are also real drawbacks to keep in mind.
Targeting and Personalization Strengths
Digital ads can target very specific audiences. Unlike traditional mass media, digital tools let companies show ads based on age, location, interests, online habits, and work details. This way, messages go to those most likely to care, leading to less wasted money and higher conversion rates.
Cost and Measurement Benefits
In many cases, digital advertising is less expensive, so it works well even for small businesses. Platforms allow flexible budgets and let you easily control costs. Advertisers can analyze exactly how ads perform – how many people saw them, clicked, or bought something. This clear reporting helps companies adjust campaigns for better results.
Some Challenges: Privacy and Ad Blocking
Digital advertising is not perfect. People see lots of ads online daily, making them easy to ignore. Concerns about privacy are rising, and rules like GDPR make targeting harder. People are also using ad-blockers more often, so some ads never reach them. On top of this, there’s strong competition for attention online.
New Digital Formats
Digital advertising is always coming up with new ideas. Online video is important for engagement. Automated (programmatic) advertising makes things more efficient, but you need to know what you’re doing. Influencer advertising relies on finding the right people to represent your brand. There are also newer areas, like ads for wearable devices, which a number of users find helpful.
Pros and Cons of Traditional Advertising in Poland
Traditional ads stay relevant for many brands, even though they aren’t growing as quickly as digital options.
Mass Reach with TV, Radio, and Print
Old-school media can reach large numbers fast. A single TV advert could show your brand to millions at once. Radio, especially for local groups and drivers, is still useful. Print works for certain groups and gives a physical experience digital can’t match, which some people prefer – especially older generations.
Public Trust and Reliability
Because traditional media outlets have been around a long time, people trust them. Having your ad in a respected newspaper or on a well-known TV program can give your brand a boost in credibility.
Drawbacks: Cost, Difficult Measurement, and Changing Audiences
Traditional advertising can be much more expensive, especially during key times or in big publications. It’s also harder to tell exactly how many people acted because of the ad, and you can’t change or remove ads easily once they’re out. Plus, younger people are moving away from traditional media and spending more time online, which changes who these ads can reach.
Digital vs. Traditional: Comparing Performance
Digital and traditional ads each have their strong and weak points – it depends on what you want to achieve.
How People Engage and Return on Investment (ROI)
Digital advertising usually leads to more engagement. People can click, watch, or interact with brands directly, and businesses can track what’s working. For example, 54% of Polish internet users bought something after seeing a video ad. Traditional ads aren’t interactive in the same way but can make your brand easy to remember through TV stories or print images. Measuring direct results from these campaigns is more difficult, though.
Impact on Brand Recognition and Image
TV and outdoor ads are great for building awareness quickly because they reach so many people and are often seen as more trustworthy. However, digital can also boost parent awareness, especially among niche or targeted groups – things like influencer marketing or targeted social campaigns work well.
Speed and Ability to Change Campaigns
Digital ads can be changed in minutes, and you can see real-time results and make quick adjustments. This makes digital much better for trying out new ideas or responding to trends immediately. TV or print campaigns need much more time to prepare, and after they start, changing them is hard and expensive. This makes them best for steady, long-term goals rather than fast changes.
Which Strategy to Choose? Mixing Digital and Traditional Methods
Instead of picking one method, most businesses combine both digital and traditional media for the best results.
How Do Polish Brands Pick Their Media Mix?
Choosing the right mix of media depends on:
- Audience: Where does your customer spend time? Young people might be online, older people might still watch more TV or listen to radio.
- Goal: Do you want to build general awareness (TV), make people buy online quickly (digital), increase local visits (radio, billboards), or connect with niche groups (social media, influencers)?
- Budget: Digital often lets you start with less money, while TV or print is more expensive but reaches many at once.
- Industry: Data shows that drug companies favor TV; retailers are active across all platforms.
- Measurement Needs: If you need clear ROI tracking, digital is better. The smart choice is to blend both, using each channel where it works best.
Tips for Getting the Best Results
For the best impact in Poland:
- Know Your Audience: Research where your customer spends their time.
- Set Clear Goals: Match your channel to what you want to achieve (TV for awareness, digital for direct sales).
- Connect Campaigns: Make sure your brand message is the same everywhere and use digital to build on the interest from a traditional ad (for example, directing TV viewers to your website).
- Lean on Digital’s Strengths: Use digital for precise targeting and measurement.
- Don’t Ignore Traditional Media: It’s still important for big reach and trust.
- Try New Digital Tools: Experiment with video, automated ad buying, influencer partnerships, and other trends.
- Stay Ready to Adjust: Be open to tweaks as technology and habits change.
Conclusion
Advertising in Poland brings together strong traditional media and fast-growing digital techniques. While digital keeps spreading quickly, thanks to more internet use and new technology for tracking and targeting, classic channels like TV and radio continue to provide big reach and trust.
The most successful Polish brands use both, pulling together the strengths of each. In the years ahead, technology and privacy rules will keep changing the Polish advertising landscape. AI is likely to boost digital marketing even more, while new privacy rules will force companies to keep updating how they collect and use data.
Polish brands that learn to work with both digital and traditional advertising, stay flexible, and balance trust with targeted campaigns will be best placed to keep winning in this active market.
Also Read: Extended Reality: Blurring Digital and Real Worlds
