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.
‘Both Facebook and Google get a large share of their revenue from small and medium-sized businesses. Local business is a huge slice of the advertising cake, and both American giants have achieved excellent market penetration,’ explains Marta Sułkiewicz, an expert in online video advertising at Gemius. ‘Looking at the online advertising market from the end-user perspective, we see just how large the scale is in both display campaigns and video adverts, which – one would think – should be dominated by major companies. However, ease of access to technology makes the cost of producing an advertising film affordable, and within the reach of small businesses,’ Sułkiewicz adds.
Data from a gemiusAdReal survey on advertising campaigns broadcast on the Polish web on Facebook and YouTube (in 2016) have been used in this year's IAB/PwC AdEx study of online ad expenditures.
More about advertiser activity on Facebook and YouTube at Interact on May 23, 2017 in Amsterdam.