po polsku
illustration: DALL-EIn 2024, out-of-home (OOH) advertising in Poland saw strong growth, reaching a value of PLN 806 million. That’s a 9.7% increase from the previous year, according to the "OOH Advertising in Poland" report by OOHlife Economic Chamber. The Digital OOH segment expanded especially rapidly, with a value increase of 32.2%, reaching PLN 231.85 million. The market has entered a new phase of development where digitization, automation, and integration with other communication channels are taking the lead.
Billboard or screen? The market is going digital
The outdoor advertising market in Poland consists of three main segments: classic OOH, public transport advertising, and Digital OOH (DOOH). While traditional formats still dominate in terms of market share, it`s the digital format that is growing the fastest. In 2024, DOOH accounted for nearly 29% of the market, compared to just 11.3% five years ago.
| Outdoor advertising segment | Value (PLN million) | Year-on-year growth |
|---|---|---|
| Classic OOH | 521.73 | -0.08% |
| City transport | 52.46 | +29.6% |
| Digital OOH | 231.85 | +32.2% |
| Total | 806.04 | +9.7% |
Despite a drop in the percentage share of traditional formats (from 69.1% to 64.7%), their value remained stable. This segment is led by 18 m² billboards and illuminated citylights, which generate nearly 70% of revenue here.
Bus as billboard and the digital offensive
The public transport advertising segment performed surprisingly well. The value of campaigns on internal and external media in buses, trams, and the metro increased by nearly 30%. This growth was driven by advertisers focusing more on smaller cities and combining traditional spaces with digital LCD screens.
- Main clients included brands from the telecom, retail, food, and media industries.
- New developments included campaigns by local governments and the growing importance of vehicle route tracking systems, which allow for more precise targeting.
Public transport advertising is becoming not just a visual element but also an analytical tool. Digital media saw the fastest growth. The 32.2% increase was fueled by a growing number of public screens - at bus stops, shopping malls, airports, and onboard public and rail transport vehicles.
- DOOH now makes up 28.8% of the total market.
- In Q4 2024, its share hit a record 32.6%.
- Screens are managed in real time via programmatic technology, enabling dynamic content personalization.
This makes DOOH an attractive option for brands seeking to combine precise targeting with broad reach.
Who’s investing in OOH?
Ad spending in 2024 was concentrated in several key sectors:
- Retail - 15% share of the OOH market
- Telecom - 13%
- Media - 12%
- Food - 11%
- Beverages and alcohol - 8%
For Digital OOH, the structure is similar, though the food sector has a slightly larger share and retail a bit less. According to the authors of the OOHlife Economic Chamber report, the outlook for 2025 is just as dynamic. Influences may include the presidential election, continued digitization, the growth of analytics tools, and the rising importance of sustainability - more companies are investing in energy-efficient formats and green technologies.
COMMERCIAL BREAK
New articles in section Marketing and PR
Foreign online stores face distrust in Poland. See TrustMate Report
KFi
Poland’s e-commerce market is booming, yet foreign online stores still struggle to earn consumer trust. Why do Polish shoppers prefer local sellers? A new report uncovers the roots of this distrust and reveals what international brands must do to bridge the gap.
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
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.
See articles on a similar topic:
Advertising Without Cookies. Is the Industry Ready for a Digital Revolution?
Krzysztof Fiedorek
The year 2024 was set to bring a revolution to the advertising industry as Google announced the removal of cookies in the Chrome browser for millions of users, sparking the beginning of a cookie-free era. However, Google’s change of heart surprised the market. A report on this topic was prepared by analysts from ID5.
Browser Fingerprinting. Marketing Uses Digital Traces
BARD
A fingerprint created for each browser can identify not only a device but also a specific user. The data collected this way is mainly used for marketing purposes, which can result in cases where, for instance, a Mac user pays up to 30% more for the same product than a PC user.
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.
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.
