The clicks clock up for internet ads

The value of online advertising in Poland totaled zł.140 million in 2005, bringing the medium to the top of the ad-market pile in terms of growth dynamics. In 2004 the value of the online ad market was a mere zł.87 million, meaning the market grew by 62 percent, according to a recent report by research firm IAB.

Analysts believe the online advertising market will stay on the course of rapid growth, reaching zł.210 million in 2006. The following year, analysts expect the market could be worth as much as zł.300 million. If those forecasts prove correct, the share of internet advertising within the whole of the advertising market would grow from the current three percent to more than six percent within two years.

"So far the online advertising market has been relatively small, so improvements are always the most visible at the beginning," independent IT analyst Tomasz Kulisiewicz says, adding: "The traditional media advertising market is shrinking and companies are searching for new space in which to put their ads. Online ads will be quickly gaining ground for at least another two years or maybe even longer."

The most popular way of advertising online continues to be website banners, which were chosen by 38 percent of customers in 2005. The second place belongs to the so-called aggressive online ads, such as pop-up windows, top layers or movie streaming. E-mailing is now popular with just nine percent of customers. On the other hand, the share of ads located on web browsers is gaining ground, having already reached 10 percent of the market - three percent more than in 2004.