16.06.2025 Marketing and PR
Online advertising 2024/2025 report by IAB Poland
KFi
w wydaniu polskim
illustration: DALL-EThe year 2024 marked another breakthrough for Poland`s marketing industry. According to the Internet 2024/2025 report published by IAB Polska, digital advertising not only grew but came to dominate the marketing communication landscape. Budget increases, investment shifts, and fast development of new ad formats all point to one thing. Polish advertising thrives online.
Growth with no brakes
In 2024, the value of the digital advertising market in Poland rose by nearly 20% compared to the previous year. IAB Polska analysts report that the internet already accounted for 57% of all advertising spending in the country. This is not a temporary change but a trend that has held strong for several years. Compared to traditional formats like print, radio, or outdoor, digital channels continue to show stable and dynamic growth. And there are no signs of this slowing down.
This sharp growth is driven by changing consumer behavior. More and more Poles spend most of their time online, especially on mobile apps. 65% of total online time now takes place on mobile devices. This has shifted ad investments toward digital channels that offer better targeting and more precise campaign planning.
| Country | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|
| Poland | 20% | 10% | 13% | 20% |
| USA | 35% | 11% | 7% | 15% |
| United Kingdom | 41% | 11% | 11% | 13% |
| Australia | 36% | 9% | 11% | 21% |
After two slow years, Poland returned in 2024 to strong online ad growth at 20%, matching the 2021 result. This shows a rebound in digital investment momentum after a pandemic slowdown. Poland stands out among developed countries where growth is more stable but lower. The digital market in Poland is picking up speed again.
Which formats are growing fastest
Not all digital ad formats grow at the same rate. IAB Polska data shows that the clear growth leader is online video. In 2024, marketers spent 1.62 billion PLN on this format. That makes it the fastest-growing ad category in the Polish internet. Why? A wide range of environments from social media to Connected TV. And rising effectiveness of audiovisual messaging.
Display still plays an important role, making up 26% of online ad spending. Although its share remains stable, there is a shift in budgets toward more engaging and interactive formats. Programmatic remains popular, gaining importance thanks to automation and the use of 1st party data.
Retail media is also noteworthy. In Poland, it saw a 30% increase in budgets. This format is embedded directly in sales ecosystems. Right where the purchase decision happens. Retail media is becoming not only a sales support tool but a serious competitor to traditional ad channels.
| Digital ad format | Market share in 2024 (%) |
|---|---|
| SEM | 29.2% |
| Display | 25.5% |
| Classifieds | 20.3% |
| Video | 19.2% |
| DOOH | 2.7% |
| Native | 1.7% |
| 0.7% | |
| Other | 0.7% |
The rise in social media users and automation tools means advertisers are increasingly turning to influencer marketing, native campaigns, and digital audio. What do these formats share? Personalization and real-time audience engagement.
Traditional advertising is falling behind
Compared to rapidly growing digital advertising, traditional media are losing appeal for marketers. Print, radio, and outdoor have been losing market share for years. IAB Polska reports that in 2024, total online ad spending surpassed any single traditional channel by a large margin.
Some industries and audience groups still find traditional media relevant (like radio ads for drivers). But it`s clear that budgets are shifting toward digital. Online offers more data, flexibility, and the ability to react quickly to market changes.
Moreover, new technologies like attention metrics allow advertisers to measure not just reach but real engagement. Traditional media can`t offer this level of precision. Real-time AI attention analysis is changing how marketers think about campaign effectiveness.
- 57% of all ad spending in Poland goes to online
- Nearly 20% year-on-year digital market growth
- Retail media +30% budgets in 2024
- Online video: 1.62 billion PLN and highest growth rate
The internet`s advantage over traditional media is not just in budgets. It`s a mindset shift for both consumers and brands. Customers expect personalization and interaction. Advertisers want efficiency and measurability. The internet delivers both. And the rise of AI and hybrid formats only deepens this edge.
The data in the IAB Polska Internet 2024/2025 strategic report comes from the AdEx study by IAB Polska in cooperation with PwC and Mediapanel Gemius/PBI analyses. Growth and market shares are based on net declared spending, excluding barter and agency discounts. The full report can be downloaded on the IAB Polska website.
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