Advertising market in Poland - March 2023
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Data presented in this analysis come from gemiusAdReal - a cross-media study of the advertising market. Advertising creations broadcast in March 2023 on the Internet and on television were analysed.
Internet advertising market
In March 2023, we recorded 82.6 billion impressions of display and video advertising creatives, and the average frequency of ad contact per user was 2.8 thousand. Online advertising activities reached a total of 87.8% of the population of Poles aged 7 to 75. The average duration of contact with a creative was 10.1 seconds (10.5 seconds for display creatives and 8.2 seconds for video creatives).
The average visibility of digital creations in March (Viewability Rate calculated in accordance with the IAB definition) was 51%. A higher visibility rate was achieved by video creations, for which 63.4% of advertising contacts were visible to the user. In the case of display creatives, it was 49.4%.
The most active in terms of the number of online advertising contacts was the "Trade" industry (33 billion), for which Share of Voice in all online advertising contacts in March amounted to 40%. The average contact time for this industry was 10.4 seconds, and the creative visibility index was 53.1%. The next places on the podium were taken by the "Media, books, CDandDVD" industries (8.1 billion advertising contacts and SoV at the level of 8.11%) and Leisure Time (5.6 billion advertising contacts and SoV - 6.75%).
Top online advertisers
The most active digital advertiser in March 2023 was the Media Expert brand, which generated 2.7 billion online advertising contacts, reaching 81.5% of Poles aged 7 to 75. Allegro.pl came second with 2.2 billion contacts and 79.1% reach. The third place on the podium belonged to Ceneo.pl (2.1 billion contacts and reach of 79.2%). It is worth noting that the vast majority of the list are brands from the Trade industry. The top 10 also included a representative of the media - Player.pl on the 8th place and the automotive industry - Volkswagen on the 9th place.
Online advertising expenses
The analysis of advertising expenses on display online campaigns confirms the activity of the Media Expert brand, which was ranked first - its share in spending among all brands was 3.4%. Second place was taken by Ceneo.pl with a 3.35% share, while Allegro.pl closes the podium (3.2% share).
Please note that data on Internet ads expenses are estimated values based on publishers' price lists, where all activities were calculated at the CPM (Cost per mile) rate. They are calculated for display activity, on PC and Mobile platforms, excluding video and social media/search engines.
TV advertising market
In March, the "Pharmaceuticals" industry was the most active in terms of advertising on television. It generated over 17.6 billion advertising contacts, reaching 94.9% of the population aged 7 to 75. Share of Voice in all advertising contacts in March for this industry amounted to 23%, while the average time of contact with an advertisement in a traditional receiver - 18.7 seconds. The second place was taken by the "Trade" industry (13.5 billion advertising contacts, SoV - 18% and 94.9% reach), while the podium is closed by the Food industry (11.9 billion advertising contacts, SoV - 16% and reach - 94 .7%).
Top TV Advertisers
The most active advertiser on television in March was the Lidl brand. It generated 1.85 billion advertising contacts, reaching 89.5% of Poles aged 7 to 75. Kinder came second (1.2 billion advertising contacts and 87.65% reach), while Media Expert came third (nearly 1 billion contacts and 86.8% reach).
TV advertising expenses
In terms of estimated advertising expenses on television, the Lidl brand was ranked first - its share in expenses amounted to 3.1% - and Kinder came second with a share of 2.5%. The third place belonged to PKO BP with a share of 1.8%.
About gemiusAdreal
gemiusAdReal is a market intelligence tool revealing all brands’ activities, both in the digital and cross-media world. The study allows for in-depth insight of competitors media activity across all three platforms: TV, PC and mobile including not only top application: Facebook, Instagram and YouTube but also web browsers: Chrome, Firefox and others. The comprehensive knowledge about the advertising market provided by gemiusAdReal, helps all media-players such as brand owners, media agencies and publishers in better planning their marketing strategies and media-mix optimizing.
