26.02.2018 Marketing and PR
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking - done by one-third of Polish internet users - it raises questions about the future of these ads.

According to gemiusAdReal data, one in seven ads displayed to Polish internet users is larger than 242,500 pixels. For comparison:
- In Romania, large-format ads make up 9% of the market,
- In Germany, they account for 8%,
- In France and Ukraine, only 5%.
At the same time, Poland ranks among the top countries where internet users block ads using ad-blockers. One in three internet users in Poland blocks ads, and according to data from 2017 published by Page Fair:
- 11% of internet users worldwide use ad-blockers,
- In 2017, ad-block usage increased by 30% worldwide.
Large-format ads have become a topic of public debate taken up by IAB Poland regarding setting visibility standards for online ads. In October of last year, viewability measurement recommendations were updated with specific guidelines for large display ads.
- The viewability standard for formats exceeding 242,500 pixels is 30% of the ad being visible for at least one continuous second.
- This is a lower threshold compared to other display and video ads, which must be at least 50% visible to be considered viewable.
Ad Visibility in Polish Online Space Declines
Meanwhile, as shown by Meetrics’ quarterly ad visibility studies, published for Q4 2017, visibility rates for display ads in Poland significantly declined. Compared to Q3, the display ad visibility rate fell by five percentage points, reaching 50% in Q4 (down from 55% in Q3). The average interaction time with display ads dropped to 20.7 seconds in Q4 (from 27.5 seconds in Q3).

- The drop in visibility rates clearly shows that while demand is rising dynamically, display ad resources are proving insufficient. Developing ad resources with greater viewability potential is a critical issue for the growth of the digital advertising market in Poland - commented Tomasz Piątkowski, Country Manager Poland at Meetrics. - It’s worth noting that 50% viewability means that exactly half of digital budgets were spent inefficiently in Poland in Q4.
The Future of Large-Format Ads
The future of large-format ads will also be affected by Google’s initiative to block ads in the Chrome browser that do not meet the standards set by the Coalition for Better Ads. This aims to enhance user comfort while browsing. Additionally, it is expected to reduce the demand for external ad-blocking software that blocks all ads on a given website.
- Changing standards in the online advertising market may certainly impact the viability of large-format ads. 2018 will show whether there is a place for them in this new landscape - comments Marta Wiercińska from Gemius.
Forecasts for the entire online advertising market aren’t always optimistic. The authors of the TMT Predictions 2018 report by Deloitte predict that by the end of 2018, half of all adults in developed countries will have at least two media subscriptions online. Consequently, some publishers are already viewing attempts to generate revenue from online ads as a waste of time.
COMMERCIAL BREAK
New articles in section Marketing and PR
Costs of link building are way overestimated. A major analysis by Adsy
Krzysztof Fiedorek
A guest post for $45? Or maybe $4595? Price differences reach up to 100x, and the market is full of absurdity: sellers demand fortunes, buyers pay a fraction. The beauty industry costs less than literature, and Ireland beats the US hands down. Analysts at Adsy have taken a deep dive into the SEO trade.
When a Review Lies. The Growing Threat of Fake Opinions Online
KFi
Popularity of digital marketplaces rises, so does a less welcome trend: fake reviews. These manipulated opinions distort product rankings and mislead consumers, all while unfairly disadvantaging honest businesses. And despite regulatory efforts, the problem is far from solved.
Modern Mobile Communication. How Companies Build Loyalty by Phone
KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.
See articles on a similar topic:
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking - done by one-third of Polish internet users - it raises questions about the future of these ads.
Customers Flirting with Service Bots. What Contact Center Research Says
Krzysztof Fiedorek
Research by Infobip shows that nearly 20% of Americans engage in flirtatious conversations with bots while handling standard customer service issues. This trend is particularly evident among people aged 35 to 44, where more than half of respondents admitted to flirting with a virtual assistant.
Polish Digital Advertising Market 2023/2024. IAB Poland Report
Krzysztof Fiedorek
The Strategic Internet Report 2023/2024 prepared by IAB Poland provides a detailed analysis of the Polish digital advertising market, showing its dynamic growth in 2023. The market value reached nearly 7.8 billion PLN, indicating an increase of over 870 million PLN compared to the previous year.
Cold Mailing: What is the Optimal Word Count for Best Results?
Krzysztof Fiedorek
Forget about popular guidelines for marketers that can be found on Google. An analyst from Hunter.io conducted a study of a massive database of 34 million emails requesting contact. It turns out that the world of marketing cold mailing looks quite different today.