How does the Polish Internet advertising market look?
On Thursday, 2 March, Gemius presented a new product on the market – gemiusAdReal. The tool gives information about how Internet users look at ads. Thanks to this, advertisers can track how competitive their ads are, check which sites are displaying their campaigns, and how broad their reach was. For ad publishers, in turn, it is a source of knowledge about what other publishers are doing and what their actual participation is in individual campaigns.
Video campaigns by industry – Publisher Rankings
It’s worth noting that on Facebook, we don’t see the pharmaceutical industry even within the top five publishers. Another industry which doesn’t invest substantially in social video on Facebook is the commercial sector; it is most often using YouTube (Google Group) and Onet for this. The clothing, telecommunication, alcohol and beverage, trade, and cosmetics and personal hygiene product industries, however, invest very significantly in video advertising on Facebook. The food and pharmaceutical industries focused their emissions on YouTube and TVN Player in the last week. We can treat services like Cda.pl and Gry.pl as separate categories, which play an important part in distributing all online video campaigns. What is interesting is that among their advertisers are not only entertainment companies, like game producers, but also companies from the financial sector (Cda.pl) and the food industry (Gry.pl).
Video campaigns by industry – Brand Rankings
„Entertainment” as well as „Books, CDs and DVDs” are the industries in which a significant share of emissions were self-promotional. If we look at the market without self-promotion in the last week of February, Internet users saw video ads from food producers most often, significantly more than ads from telecom companies.
Facebook vs YouTube: TOP 5 brands in online video
Facebook and YouTube have the biggest shares of online advertising. The reach of video campaigns on both services is comparable in total, but on YouTube self-promotional campaigns made up a significant part of views (16 per cent). Large campaigns by Adidas and Raffeisen Polbank were run on Facebook. However, in both cases, while we see the start of the emission, we have to remember that YouTube has In-Stream video (with the possibility of skipping or the possibility of paying via the TrueView model) and Facebook has video advertising embedded between posts which starts automatically (autoplay). It’s interesting which brands advertising most frequently on these communication channels.
gemiusAdReal
The study has been conducted on a representative sample of Polish internet users who browse on the most popular browsers (Firefox, Chrome, Opera) on PCs. Data about the composition and size of the internet user population in Poland comes from gemiusAudience. The number of started video ads (In-Stream, In-Display, social) shows the scale of campaigns and the general investment strategy, but does not reflect spending.
