The year 2023 was exceptionally fruitful for online advertising. After the troubles brought about by the events of the previous year, the market recovered frozen budgets, and the annual growth dynamics jumped from 5% to 12%. In the first quarter of 2023, stabilization was noted.
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In the first half of 2023, online advertising spending increased by nearly 400 million PLN year on year, according to the IAB Polska/PwC AdEx report. As a result, the value of the digital advertising market reached almost 3.6 billion PLN with a growth rate of 12%. After the first quarter of 2023, in which a growth index of almost 14% was recorded, online advertising maintained a double-digit growth rate. In the second quarter, it was almost 11%, which translated into a dynamics for the entire half-year at the level of 12%.
– Maintaining the market growth dynamics at a double-digit level is certainly pleasing, especially considering the fact that 2023 was still marked by the war in Ukraine, as well as in the Middle East, and thus was characterized by a high level of risk and uncertainty. Analyzing the data of online advertising spending, it is clear that the Polish market has joined the group of mature and stable European markets – said Włodzimierz Schmidt, president of IAB Polska.
The overall picture of the market has not changed. The dominant format is still graphic advertising in the form of static display and video, which accounts for 42% of the market. It outperforms SEM, which constitutes one third of the online advertising pie. Almost all formats recorded positive growth indicators except for
e-mail marketing communication.
The largest increases in value were recorded in the "travel, automotive, HoReCa" and "pharmaceuticals, drugs" industries. Everything therefore indicates that the Polish online advertising market has joined the group of mature and stable European markets.
– Maintaining a double-digit market growth dynamics at the level of 10 percent is especially pleasing in the context of a high level of risk and uncertainty in 2023 related to global conflicts in the world – added Włodzimierz Schmidt.
IAB AdEx is a cyclical study used to measure internet advertising spending. The project is carried out by IAB Polska in cooperation with PwC since 2007, and its results have become a market standard and are the basis for other analyses concerning advertising expenditures. All leading internet companies participate in the study.
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