Online Advertising in Poland 2025. Market Trends and Insights

From this article you will learn:

• Poland’s digital landscape: In 2025, nearly 90% of Poles are online, over 75% use social media, and e-commerce is booming at $26+ billion.
• Market size & growth: Online ad spending surpassed 7.8 billion PLN in 2023, with retail and e-commerce driving about 40% of ad contacts.
• Consumer habits: Poles are highly mobile (140%+ mobile connections) and frequently use multiple devices to research and shop online.
• Key platforms: Google, YouTube, Meta (Facebook/Instagram), TikTok, and local giants like Allegro, Onet, and WP dominate ad traffic.
• Advertising formats: Video ads, social media campaigns, programmatic buying, and mobile in-app ads deliver the strongest engagement.
• Emerging trends: AI-driven personalization, cookie-free targeting, shoppable media, influencer collaborations, and short-form video content.
• Sector leaders: Retail, consumer electronics, and entertainment invest most in digital ads; automotive and travel are catching up.
• Performance metrics: Ads typically reach 87% of the population, with video formats achieving higher visibility and engagement than static banners.
• Opportunities for foreign brands: Success depends on Polish-language content, local SEO, culturally adapted messaging, and partnerships with local agencies.
• Challenges: Privacy regulations, ad fatigue, and economic fluctuations require flexible strategies and high-quality creatives.
• Best practices: Focus on mobile-first campaigns, creative storytelling, influencer partnerships, precise tracking, and omnichannel synergy.

Poland’s online advertising market is booming, driven by one of Europe’s most digitally engaged populations. By 2025, nearly 90% of Poles are internet users, and over 75% are active on social media, creating a vibrant digital ecosystem for brands. Companies entering Poland will find a dynamic environment: e-commerce growth, widespread smartphone use, and global platforms (Google, Meta, YouTube, TikTok) dominate while local players (Allegro, Onet.pl, WP.pl) also capture large audiences. This article covers the market overview, key channels and formats, emerging trends, and strategies for success, helping international businesses tap into Poland’s expanding online ad space.

Market Overview in 2025

Poland’s digital advertising spend continues to grow steadily. In 2023 the online ad market approached 7.8 billion Polish zloty, having risen by roughly 870 million year-on-year. Today online channels account for over half of all advertising budgets, making the internet the primary growth engine in media. Digital ads reached more than 87% of Poles aged 7–75, with some sectors like retail and e-commerce dominating impressions. In mid-2025, the “Trade” sector (retail/e-commerce) alone generated about 40% of all online ad contacts, reflecting Poland’s thriving online shopping scene.

• Internet penetration: ~90% of Poles (over 34 million people) are online in 2025. This high connectivity means almost any campaign can reach a broad audience.
• Mobile connections: Over 140% of the population has a mobile connection, so smartphones are ubiquitous. Mobile data use is common, and Polish consumers often access content on multiple devices.
• Social media: Roughly 75–80% of Poles use social networks. Popular platforms include Facebook/Instagram (Meta), YouTube, and rapidly growing TikTok. Social media is a key channel for brand engagement.
• Top websites: Google, YouTube, Facebook, Allegro, Onet, WP, and others dominate web traffic. Marketers often advertise on these sites or through their ad networks to capture the largest audiences.
• Programmatic adoption: Automated ad buying is on the rise. By 2026, about 79% of Poland’s digital ad revenue is expected to flow through programmatic channels, enabling data-driven targeting and efficiency.
• E-commerce boom: Online retail is surging, with Poland’s e-commerce market projected to reach $26+ billion by 2025. More than half of Polish internet users shop online, often researching on multiple devices. This fuels performance marketing and targeted ads on shopping platforms.

Overall, the Polish market offers a well-connected audience and ample room for digital growth. While global tech giants provide the main reach, local trends and preferences strongly influence advertising success.

Advertising Sectors and Spend

Retail and consumer brands lead Poland’s online ad landscape. In recent industry data, trade and e-commerce companies made up the largest share of digital ad contacts, far outpacing sectors like finance or telecom. Consumer electronics and entertainment (media, books, gaming) also spend heavily on online ads. By contrast, sectors like automotive and travel tend to spend more on traditional channels, though they are gradually shifting online. Foreign businesses should note that advertising budgets often align with consumer demand – booming e-commerce and discount retail drive much of the online ad investment.

Key Market Metrics

Several facts illustrate the scope of Poland’s digital market (2025 estimates):

• Ad impressions: Over 88 billion display and video ad impressions were served in June 2025 alone.
• Ad reach: Online campaigns typically reach around 87% of the population, indicating very high penetration.
• Viewability: About half of digital ads meet IAB visibility standards; video formats have higher in-view rates (around 63%) than display banners (around 48%).
• Top advertisers: Leading digital ad spenders include retail brands and media sites. For example, by mid-2025 brands like Temu, Media Expert, and Allegro were among the most visible online advertisers.
• Time on ads: On average, Poles spent around 8–10 seconds viewing a display or video ad in mid-2025, reflecting decent engagement rates.

These metrics confirm that Poland’s digital audience is substantial and actively engaging with ads. Advertisers can reach a large share of consumers, but achieving attention (through creative content) remains important.

Major Digital Advertising Channels

Poland’s advertisers use a full mix of channels, combining global networks with local media. Understanding the most effective channels in Poland can guide campaign planning.

Search and Display Advertising

Google Ads (Search, Display, Shopping): As in most markets, Google is central. Search advertising captures local consumers (e.g. targeting Polish keywords on Google.pl), while the Google Display Network lets advertisers place banners on a wide array of sites. Many Polish users rely on Google not only for search but also for map and shopping queries. Businesses should invest in Polish-language SEM (Search Engine Marketing) and ensure their websites and ads are fully localized. SEO is also crucial: Google’s algorithms prioritize relevant local content, so high-quality Polish webpages and blog content boost organic visibility.

Banner and Video Ads: Display banners and video ads on websites and apps form the largest slice of digital media spend. Poland’s largest digital segment has traditionally been graphic banners, but video ads (on YouTube and streaming sites) are growing fastest. Pre-roll ads on YouTube and other video platforms capture attention well, especially on mobile. Many publishers also offer native or interstitial ad formats that blend into content. Given that Polish users often browse news portals like Onet and WP on desktop, a mixed strategy of display banners (for branding) and video spots (for engagement) works best.

Social Media Platforms

Social networks are a prime avenue for digital ads in Poland:

• Meta (Facebook, Instagram): These platforms reach a very broad user base. Facebook/Instagram ads work well for brand awareness, promotions, and community building. Carousel and story formats in Polish language can drive user engagement. Nearly all age groups (especially 25–54) are reachable via Meta.
• YouTube: Widely popular across all ages, YouTube ads (skippable and non-skippable) target video viewers. It’s effective for storytelling and product demos. Many Poles treat YouTube as their main source of entertainment and information, making it a key video-ad channel.
• TikTok: Fastest-growing among young audiences (under 30). Short video ads and influencer partnerships on TikTok can go viral quickly. Polish brands increasingly use TikTok to tap the Gen Z and millennial segment with creative content.
• LinkedIn: For B2B advertisers, LinkedIn ads reach professionals, especially in tech and service sectors. B2B buyers in Poland respond to thought leadership content and targeted outreach on this platform.

Using social media effectively requires cultural adaptation. For example, humorous or heartfelt messages perform well on Polish social feeds. Ads should use clear Polish copy and, where possible, address local trends (e.g. popular events, holidays, local celebrities).

Programmatic and Ad Networks

Programmatic buying is becoming the norm. Large agencies and advertisers use Demand-Side Platforms (DSPs) to buy inventory across multiple publishers in real time. Major SSPs (supply-side platforms) like Google Ad Manager, Rubicon Project, and local networks power these buys. Programmatic allows for sophisticated targeting based on demographics, interests, and real-time context. Many marketers in Poland report that programmatic mobile ads are particularly promising.

For international companies, partnering with a local programmatic agency or DSP partner can ensure access to the best inventory and data. This way, ads can reach niche Polish audiences on thousands of websites, rather than just on global platforms.

Video and Connected TV (CTV)

Beyond social video, premium video content on streaming services is gaining traction. Poland has multiple VOD (video on demand) platforms, and even global services like Netflix are experimenting with ad-supported tiers. Moreover, Connected TV (smart TVs with streaming apps) offers new inventory for targeted commercials. While still smaller than online giants, these channels are growing as Poles spend more time on smart devices. Brands starting campaigns on Polish video platforms (e.g. player.pl, TVP VOD) can reach engaged audiences.

Mobile and In-App Advertising

Polish consumers are mobile-centric. Smartphones are used for browsing, shopping, socializing, and entertainment. As a result, mobile ads are ubiquitous – from banners in news apps to video ads in games. Advertising budgets are shifting to mobile (even if desktop spending remains substantial). In-app ads (including rewarded videos in mobile games) offer high engagement, especially with younger users. Marketers should ensure ads and landing pages are mobile-friendly, as many Polish users make purchase decisions on their phones.

Emerging Trends and Innovations

The online advertising landscape is constantly evolving. By 2025, several major trends have shaped how Polish marketers reach consumers.

Artificial Intelligence and Automation

AI is transforming Polish advertising. Brands use machine learning for audience targeting (e.g. lookalike models) and for optimizing bids automatically. Content generation tools (like ChatGPT) have become mainstream – a survey found that about one third of Polish internet users engage with ChatGPT in mid-2025. Marketers leverage such tools to craft ad copy, generate images, and analyze campaign data. Chatbots powered by AI are also used for customer service and lead generation on company sites and social channels. Overall, AI-driven personalization is a top focus: dynamic ads adjust to user behavior and even conversation with AI assistants may guide ad delivery in the near future.

Data Privacy and Cookies

Regulations like GDPR and the EU’s ePrivacy directive have a big impact. Poland strictly enforces data consent rules. Many Polish users are wary of trackers, so advertisers rely more on first-party data. Google’s phasing out of third-party cookies (by late 2024) means reliance on alternatives: for example, contextual targeting (placing ads based on page content rather than user profile) and server-side tracking. Polish agencies emphasize compliance: they obtain explicit opt-ins via cookie banners and use Privacy Sandbox technologies when possible. This trend means global companies must adapt: collecting customer data responsibly and focusing on relationship marketing (email lists, CRM) are gaining priority for sustainable targeting.

Video Content and Creative Formats

As video consumption grows, formats like short-form video (e.g. Instagram Reels, YouTube Shorts) are becoming key ad formats. Polish users enjoy snackable content, so campaigns often include quick clips optimized for vertical screens. Interactive ads and gamified content are also emerging – quizzes or AR filters that engage users tend to perform well on Polish social media. Live streaming (on Facebook Live, YouTube Live) is another tactic used by brands and influencers alike. The creative standard is high: advertisers invest in polished production or hot new trends (like memetic humor) to stand out.

Mobile Commerce and Shoppable Media

With e-commerce booming, shoppable ads are growing. Google Shopping Ads, Instagram Shopping tags, and dynamic product ads (e.g. retargeting on Facebook) allow consumers to buy directly from the ad. Polish online shoppers often research on mobile; they respond well to seamless ad-to-cart experiences. Companies selling products in Poland should use catalog-based ads, and consider partnerships with major marketplaces (Allegro Ads, Ceneo) to display sponsored listings.

Influencer and Content Marketing

Influencer collaborations are a staple in Poland. Popular YouTubers (gaming, beauty, tech) and Instagram/TikTok creators often team up with brands. Authentic content by local influencers can boost credibility, especially for fashion, lifestyle, and tech products. Simultaneously, content marketing (blogs, local social posts, newsletters) builds organic presence. Polish-language content that educates or entertains tends to rank well on search and social algorithms. For example, how-to guides or market insights in Polish can attract niche audiences better than generic English content.

Strategies for International Advertisers

Foreign companies must tailor their strategies to Poland’s unique market. The following approaches can enhance success:

Understand Local Consumers

Do in-depth market research. Polish consumers value quality and good service, but are also price-conscious – hence the popularity of coupon sites and comparison shopping. Young Poles (18-34) are tech-savvy and expect mobile-first experiences. Older demographics (35-54) still use Facebook and respond to email marketing. Build customer personas: for instance, an urban professional in Warsaw may have different tastes than a rural shopper in Podlasie. Localization is crucial: even slight cultural references (holidays like Andrzejki or decorations during Christmas) can make ads more relatable.

Choose the Right Partners

Work with a local digital agency or hire in-country experts. Local agencies know the media landscape – which publishers deliver best results, how to negotiate ad inventory, and what creative styles resonate. They also handle compliance with Polish ad regulations (e.g. language requirements for pharmaceuticals or finance). Many global ad platforms allow Poland targeting by themselves, but connecting with local media owners unlocks premium inventory. For example, cooperating with Polish news portals or TV stations on digital campaigns can amplify reach.

Tip: Look for agencies certified by IAB Polska or partners of Google and Meta in Poland. They often have up-to-date knowledge of Polish market trends and tools.

Prioritize Localization and SEO

Do not underestimate language. Polish is the clear majority language (around 98% speak it as a first language), so ads and websites must be in Polish to connect. This includes not just translation, but adapting idioms and measurements (euros vs złoty). Use local keyword research: Polish SEO keywords often have different search volumes and competition. For example, “kredyt hipoteczny” (mortgage loan) is a key phrase if you’re in finance. Domain choice matters: having a .pl domain or a .com with Polish content typically ranks better in Poland’s Google.

Maintain a Polish content calendar for blogs and social media. High-quality articles in Polish attract organic traffic and build trust. Also, optimize for Polish search engines like Google.pl (majority) and even some usage of Bing or DuckDuckGo.

Leverage Performance Marketing

Measure everything and adjust quickly. Digital channels in Poland often allow precise tracking (conversion pixels, Google Analytics). Use local analytics benchmarks: for instance, average CTRs or CPCs in Poland might be lower than in Western markets, meaning you can often get more reach for the same budget. Focus on ROI: Polish buyers often research and compare, so strategies like retargeting ads (reminding visitors of abandoned carts) are effective.

Best practices include: A/B testing ads in Polish, using UTM parameters in URLs for campaign tracking, and setting up conversion goals specific to the Polish market (newsletter sign-ups, purchases in PLN, store locator visits, etc.).

Embrace Omnichannel and Synergy

Though the focus here is online, combining channels can boost results. For instance, a TV commercial followed by a targeted digital campaign can reinforce the message. Many Poles still watch linear TV, so complementing digital with occasional TV or radio spots (especially during prime time shows or sports events) can amplify awareness. Similarly, physical events (trade fairs in Warsaw, Kraków, etc.) promoted digitally create synergy. Always ensure the brand voice is consistent across channels, using digital to engage and measure interest where possible.

Outlook: Challenges and Opportunities

Looking ahead, Poland’s online ad market remains promising, but advertisers face challenges:

• Privacy changes: As cookies vanish, creative data strategies are needed. Consider building your own customer data (newsletters, loyalty programs) and working with Polish data providers or consent-based audiences.
• Ad fatigue: Polish users see many ads. Make creative quality a priority and use frequency capping (limit how often each user sees your ad). Fresh messaging and interactive formats can cut through the clutter.
• Economic factors: Consumer spending can fluctuate; however, Poland’s economy has been resilient. Strong e-commerce and digital infrastructure support continued ad investment. Still, allocate budgets flexibly and watch currency/economic trends if you’re selling big-ticket items.

On the positive side, innovation adoption is strong. Poland has one of the highest rates of new app and tech adoption in Eastern Europe. If new platforms or ad products emerge (e.g., an interactive ad format), Polish marketers are quick to experiment.

Key Recommendations for Success

• Invest in mobile-first campaigns: Polish users prefer mobile. Ensure ads and websites load fast on smartphones.
• Focus on Social Media: Regularly update social channels. Use targeted ads, lookalike audiences, and trending formats (stories, reels).
• Content Quality: Polish consumers appreciate informative and well-designed ads. Use professional translation and high-quality visuals.
• Local Metrics: Track campaigns with local analytics tools (like Gemius or PBI for reach measurement) in addition to global ones.
• Continuous Learning: Keep up with Polish market reports (IAB Polska annual reports, Mediapanel data) to stay informed on shifting trends and benchmarks.

In 2025, online advertising in Poland is a vibrant and growing arena. With high internet use and a digital-savvy population, the country offers excellent opportunities for advertisers. Success depends on combining global digital marketing principles (SEO, data-driven targeting, engaging creatives) with local expertise (language, culture, and partnerships). By understanding Poland’s unique media landscape and consumer habits, foreign businesses can effectively reach Polish audiences. Focusing on multichannel strategies, leveraging technology (like AI and programmatic), and maintaining compliance will ensure that advertising efforts yield the best results. Ultimately, Poland’s digital market is ready for ambitious brands willing to adapt and invest wisely – making it an attractive destination for international partnerships in online marketing.

Frequently Asked Questions

1. Why is Poland considered one of the most attractive markets for digital advertising in Europe?

Poland combines a highly connected population with rapid e-commerce growth and strong engagement on global and local platforms. With nearly 90 percent of the population online and more than three quarters active on social media, advertisers can reach a broad audience while also tailoring campaigns to distinct consumer segments.

2. Which advertising channels deliver the best results in Poland in 2025?

Video formats on YouTube and social media achieve some of the highest engagement rates, while Google search and shopping ads remain essential for capturing consumer intent. Programmatic advertising is increasingly dominant as it enables precise targeting and scalability across multiple publishers.

3. How important is localization when entering the Polish market?

Localization is essential for success. Polish consumers expect advertising in their native language with cultural references that feel familiar. Campaigns that adapt not only the language but also idioms, imagery, and seasonal traditions resonate far better and build stronger trust.

4. What role does artificial intelligence play in Poland’s advertising strategies?

Artificial intelligence enhances audience segmentation, automated bidding, and creative personalization. AI tools also support content generation and campaign optimization. By mid-2025, a significant share of Polish marketers are integrating AI into their workflows to improve efficiency and boost return on investment.

5. What are the main challenges international advertisers face in Poland?

Key challenges include navigating strict data privacy regulations, overcoming consumer ad fatigue, and adapting to fluctuating economic conditions. To succeed, brands need to combine compliance with GDPR, innovative creative formats, and flexible budget strategies that respond to changing consumer behavior.