Poland: Who invests in Facebook and YouTube ads?
Media consumption

Poland: Who invests in Facebook and YouTube ads?

Half of online video ad plays on Facebook and 46 per cent of video spot plays on YouTube are for campaigns commissioned by small and medium agencies, or commissioned directly by advertisers. The remainder of plays are for brand campaigns from large media houses.

In 2016, the number of commenced online video ad plays on Facebook on the Polish 'net was 3.29 billion, while on YouTube it was 2.18 billion (source: gemiusAdReal). Half of the broadcasts on Mark Zuckerberg's site are of spots from large media houses. The other half are for campaigns commissioned by small and medium agencies, or directly by advertisers. On YouTube, investment in online video advertising comes more from large media houses, which are the source of 54 per cent of video plays.

Local business on Facebook and YouTube

The balance of power between the big players and the operations of small and medium agencies looks different for the remaining advert types. On Facebook these are ads in the website’s right column and sponsored posts. There, the share of large media houses is 20 per cent. On YouTube, they are the advertising banners next to, and on, the player. In this case, campaigns broadcast by the big players constitute 24 per cent.