26.02.2018 Marketing and PR
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
w wydaniu polskim
source: gemiusAdRealAccording 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).
source: Viewability Benchmark Report 4Q2017, Meetrics- 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
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
SEO and AI in Polish e-commerce 2025. Harbingers analysts’ report
Krzysztof Fiedorek
Although 44.56% of e-commerce traffic comes from organic results, over half of online stores are not seeing growth. The biggest surprise? A staggering 9.5 million monthly visits lost due to dead content. On top of that, 38% of companies still don’t appear in AI-generated answers - a new and growing source of visibility.
AI or human? Data on customer preferences in the US, UK, and Canada
KFi
One in three consumers prefers talking to a bot rather than a human, and as many as 86% try to solve the problem on their own first. Still, 74% prefer to call when an issue is urgent. A new report from Five9 shows just how much customer service expectations have changed.
See articles on a similar topic:
Artificial Intelligence in B2B Sales. Forrester's Predictions for 2025
BARD
B2B boldly experimented with generative artificial intelligence in 2024, but next year, industry leaders plan to focus on sustainable solutions that increase revenue.
What to do when your child lies? Advice from a pedagogue
patronat Reporterzy.info
Does your little one invent outrageous stories, and you’re unsure how to react? Does your child tell friends that you’ve traveled the world and that your dog speaks with a human voice? A pedagogue explains how to handle such situations and avoid them in the future. The weekly Reporterzy.info is the media patron of the series.
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.
Do Ads on TV Annoy You? Think Again, It’s Quite the Opposite!
Bartłomiej Dwornik
Advertisements don’t irritate viewers; instead, they increase the appeal of television programs, according to research published in the Polish edition of Harvard Business Review. Viewers are actually willing to pay more for shows they watched with ad breaks.
