Advertising market in Poland - April 2023
Check out analysis: Advertising market in Poland - March 2023
#gemiusAdReal Germany case study: TOP 10 Advertisers in Germany in April
Data presented in this analysis come from gemiusAdReal - a cross-media study of the advertising market. Advertising creations broadcast in April 2023 on the Internet and on television were analysed.
Internet advertising market
In April 2023, Gemius recorded 71.6 billion impressions of display and video advertising creatives, and the average frequency of ad contact per user was 2.5 thousand. Online advertising activities reached a total of 86.8% of the population of Poles aged 7 to 75. The average duration of contact with a creative was 9.7 seconds (10 seconds for display creatives and 8 seconds for video creatives).
The average visibility of digital creations in March (Viewability Rate calculated in accordance with the IAB definition) was 48%. A higher visibility rate was achieved by video creations, for which 62.1% of advertising contacts were visible to the user. In the case of display creatives, it was 48%.
The most active in terms of the number of online advertising contacts was the "Trade" industry (29.4 billion), for which Share of Voice in all online advertising contacts in April amounted to 41.1%. The average contact time for this industry was 10.15 seconds, and the creative visibility index was 51.6%. The next places on the podium were taken by the "Media, books, CDandDVD" industries (5.9 billion advertising contacts and SoV at the level of 8.2%) and Leisure Time (4.7 billion advertising contacts and SoV - 6.6%).
Top online advertisers
The most active digital advertiser in April 2023 was the Media Expert brand, which generated 2 billion online advertising contacts, reaching 79.7% of Poles aged 7 to 75. Allegro.pl came second with 1.9 billion contacts and 78.1% reach. The third place on the podium belonged to Ceneo.pl (1.9 billion contacts and reach of 76.9%). The ranking of the TOP 10 brands is closed by Neonet, which recorded 0.6 billion advertising contacts.
Online advertising expenses
The analysis of advertising spending on display online campaigns confirms the activity of the Media Expert brand, which was ranked first - its share in spending among all brands was 3.4%. Allegro.pl took second place with a 3.2% share, while Ceneo.pl closes the podium (3.1% share).
Please note that data on Internet ads expenses are estimated values based on publishers' price lists, where all activities were calculated at the CPM (Cost per mile) rate. They are calculated for display activity, on PC and Mobile platforms, excluding video and social media/search engines.
TV advertising market
In April, the "Pharmaceuticals" industry was the most active in terms of advertising on television. It generated over 14.3 billion advertising contacts, reaching 95.1% of the population aged 7 to 75. Share of Voice in all advertising contacts in March for this industry amounted to 21.5%, while the average time of contact with an advertisement in a traditional receiver - 18.7 seconds. The second place was taken by the "Trade" industry (11.8 billion advertising contacts, SoV - 17.7% and 95.3% reach), while the podium was closed by the Food industry (9 billion advertising contacts, SoV - 13.6% and reach - 95%).
Top TV Advertisers
The most active advertiser on TV in April - as in March - was the Lidl brand. It generated 1.2 billion advertising contacts, reaching 87.3% of Poles aged 7 to 75. The second place was taken by Media Expert (858 million advertising contacts and 87.5% reach), and the third - Plus (855 million contacts and 86.5% reach). T-Mobile was ranked 10th with 603.5 million advertising contacts and 82.5% reach in the 7-75 population.
TV advertising expenses
In terms of estimated advertising expenditure on television, the Media Expert brand was ranked first - its share in expenditure amounted to 1.7% - and Lidl was ranked second with a share of 1.69%. The third place belonged to PKO BP with a share of 1.6%.
Radio advertising market
In radio, the industry with the largest number of advertising contacts in April was the "Trade" industry (7.7 billion advertising contacts). The second and third places were taken by the “Pharmaceuticals” (2.9 billion contacts) and “Automotive” (1.2 billion contacts) industries.
Top Radio Advertisers
The most active advertiser on the radio in April was the Media Expert brand - it generated 1.6 billion advertising contacts, reaching 81.8% of Poles aged 7 to 75. Euro RTV AGD came in second (1.1 billion ad contacts, 75.3% reach), and Lidl came third (386.3 million contacts, 69.6% reach). The TOP 10 list is closed by Intermarche stores (247.1 million contacts and 68.3% reach) and Carrefour (213.3 million contacts, 66.1% reach).
Radio advertising expenses
The Media Expert brand had the highest share in radio advertising expenditure in April (11.2%). The following places belong to Euro RTV AGD (6.6%) and the Tax.gov.pl portal (2.35%). Intermarche ranked 10th with a share of 1.2% in advertising expenditure.
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.
