Changes in ad spending on online media due to the COVID-19 epidemic in Poland 2020

Published by
Adriana Sas,
Apr 10, 2024
In the first half of 2020, due to the coronavirus (COVID-19) outbreak in Poland, changes in expenditure on advertising in the online media are anticipated. The most significant changes are expected in spending on SEM, classic display, and video.
For further information about the coronavirus (COVID-19) pandemic, please visit our dedicated Facts and Figures page.

Expected changes in expenditure on advertising in the online media due to the coronavirus (COVID-19) pandemic in Poland in the 1st half of 2020

CharacteristicChange in spending
SEM 48%
Classic display 45%
Video 42%
Programmatic 39%
Advert on Socia Media 33%
Product placement 30%
Mobile 27%
Content marketing 27%
Influencer 27%
Profile on Social Media 18%
Mailing 18%
e-PR 12%
Hard to tell 12%
Showing entries 1 to 13 (15 entries in total)
Created with Highcharts 7.2.2Change in spending48%48%45%45%42%42%39%39%33%33%30%30%27%27%27%27%27%27%18%18%18%18%12%12%12%12%6%6%3%3%SEMClassic displayVideoProgrammaticAdvert on Socia MediaProduct placementMobileContent marketingInfluencerProfile on Social MediaMailinge-PRHard to tellNoneOther
0%2.5%5%7.5%10%12.5%15%17.5%20%22.5%25%27.5%30%32.5%35%37.5%40%42.5%45%47.5%50%52.5%55%

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Source

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Release date

April 2020

Region

Poland

Survey time period

April 9-22, 2020

Number of respondents

82*

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

* The respondents were mainly member companies of IAB Poland, which included the largest publishers and advertising networks (23 interviews) and media agencies and houses (24 respondents). Some interviews were also conducted with advertisers (21 interviews) and other companies (14 respondents) related to the digital communication ecosystem.

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