Ad market to grow by 4% in 2018 - report

The Polish advertisement market should grow by some 4 percent this year, compared to 1.5 percent growth forecast for 2017, according to report compiled by Haitong Bank. “The growth will be driven by two factors: at least 5 percent increase in ad rates by TV stations and, creating a common standard for the visibility of advertisements by Polish portals which should boost the rates,” the report said. Analysts also expect some Internet advertising budgets to return to traditional display channels. “The good macroeconomic situation and the increase in advertising expenditure related to local elections this year should also have a positive impact on the advertising market, and the outdoor advertising segment, which is usually the largest beneficiary of all political campaigns, will play a special role.” According to Haitong Bank, the low visibility of advertising is currently a problem for the internet market. According to Gemius data, the average market visibility of advertisements in Poland in September 2017 was 51 percent compared to 76 percent for Facebook, which is a reason why companies prefer to spend their ad budgets with global social media giants instead of websites.