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.
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