The most popular advertisers on the Polish market in January 2022
The most popular advertisers in January 2022
In the analyzed period, the list of 10 most popular advertisers included companies selling electronics (Media Expert, Euro RTV AGD), banks (ING Bank Śląski and mBank), Play (mobile operator), as well as supermarkets and shopping platforms (Lidl, Biedronka, OLX.pl and Rossmann).
Electronics still reigns
As in December 2021, in January 2022, Media Expert and Euro RTV AGD were on the podium of the list of the most popular advertisers in Poland. Media Expert, which took 1st place in the ranking, recorded almost 32,7 million real users and reach at the level of almost 99%. The average time of the recipient's contact with the advertising message was 14.5 seconds. Euro RTV AGD occupying the second position achieved a slightly worse result - the company recorded approx 200 thousand real users less than Media Expert and reach smaller by 0.5%. At the same time, the brand noted a longer contact time with ads (almost 16 seconds). When analyzing the data for both entities, we can notice differences in the strategies of conducting advertising campaigns. In January 2022, Media Expert focused on the promotion with a constant intensity, while the competitor - Euro RTV AGD was implementing new campaigns at intervals of several days.
Source: gemius AdReal, Media Expert vs Euro RTV AGD, January 2022, TG:ALL, Media Type: ALL, Ad Type: ALL; Real Users day by day
Giants still on the rise
The same as in December 2021, in January 2022, supermarkets - Lidl and Biedronka - were among the 10 most popular advertisers on the Polish market. Lidl moved up one position in relation to December 2021, replacing Allegro in 3rd place. Interestingly, Allegro was generally not included in the January ranking. This allows for a thesis that the shopping platform in December 2021 advertised with increased intensity in connection with the upcoming Christmas and New Year's Eve.
In January 2022, Lidl recorded the number of real users at the level of almost 32.5 million and the reach equal to almost 98%. The average time of contact with ads was almost 23 seconds (the best result among the first 3 entities in the ranking). Biedronka ranked 6th, achieved almost 32 million real users in January 2022 and reach 96.5%. The recipients had contact with the brand's advertising message for an average of 18 seconds.
Source: gemius AdReal, Lidl vs Biedronka, January 2022, TG:ALL, Media Type: ALL, Ad Type: ALL; Real Users day by day
New players on the list
Contrary to the December 2021 ranking, the January 2022 ranking includes two entities providing services from the banking sector - ING Bank Śląski (4th place) and mBank (8th place). In January 2022, ING Bank Śląski noted over 32 million real users, and a reach of over 97%. The average time of contact with an ads was 17.5 seconds. mBank, on the other hand, noted almost 32 million real users and reach of over 96%. The average time of contact with the advertisements was more than with the higher ranked competitor (over 21 seconds).
Source: gemius AdReal, ING Bank Śląski vs mBank, January 2022, TG:ALL, Media Type: ALL, Ad Type: ALL; Real Users day by day
Another advertiser, ranked 10th in the ranking was Rossmann, which noted over 31.6 million real users with its advertising messages and a reach of over 95%. The average time of contact with ads was almost 18 seconds. Rossmann also conducted most of its advertising messages via Television (more than 90% of the reach).
Source: gemius AdReal, Rossmann, January 2022, TG:ALL, Media Type: ALL, Ad Type: ALL
Source: gemius AdReal, Play, Reach building by media, January 2022, TG:ALL, Media Type: ALL, Ad Type: ALL
The only one on the list
Play was the only representative of the telecommunications services industry in the January ranking. In the analyzed period, the brand achieved 5th place in the ranking, noting over 32 million real users and a reach of almost 97%. The average time of contact with ads was almost 24 seconds. It was the longest result among all entities included in the list. The brand distributed advertising messages mostly via television (almost 92%).
Source: gemius AdReal, Play, January 2022, TG:ALL, Media Type: ALL, Ad Type: ALL
Source: gemius AdReal, Play, Reach building by media, January 2022, TG:ALL, Media Type: ALL, Ad Type: ALL
Online shopping is still popular
In the recently published E-commerce in Poland 2021 Report, Gemius experts highlighted the constantly growing popularity of online shopping. The percentage of Poles preferring this form of shopping increased by 4% compared to 2020.
You can download and read the entire report in the PL version here.
A summary of the most interesting information from the report in English can be found here.
OLX.pl, the only online shopping and sales platform in the list, ranked 9th, achieved almost 32 million real users with its advertising message and reach of 95.8%. The average time of contact with ads was over 21 seconds. Like Play, OLX.pl also chose TV as the main channel for the distribution of advertising messages (89% of the generated reach).
Source: gemius AdReal, OLX.pl, January 2022, TG:ALL, Media Type: ALL, Ad Type: ALL
Source: gemius AdReal, OLX.pl, Reach building by media, January 2022, TG:ALL, Media Type: ALL, Ad Type: ALL
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.
