Polish Online Advertising Market 2011 – Internet Standard AdStandard 2011 review

Internet Standard, part of the International Data Group (IDG) is the main player on the polish internet market as soon as it comes to the organization of conferences for the internet industry.

On march, 3-4 it was time for the yearly AdStandard conference. This year the conference took place in the Businessman Institute, an amazing location in the southern part of Warsaw. It’s the most important conference for the polish internet industry in the 1st quarter of the year. This year, the conference was counting more than 230 attendees in comparison to 190 last year. These figures are showing a positive trend and the importance of the internet industry in the marketing portfolio.

Marc Zuckerberg at AdStandard2011 in Warsaw

This posting is a review of the AdStandard 2011 conference for those, who couldn’t attend this year. Let’s start with the probably most important number of the 1st conference day, presented by Piotr Kowalczyk, President IAB Poland:

1578 mln PLN – Online ad spendings for 2010 (17% YoY growth rate) in Poland

To give you a more detailed overview about the ad spendings throughout the last years, please see the following numbers:

2007 – 743 mln PLN
2008 – 1216 mln PLN
2009 – 1373 mln PL

Total ad spending growth throughout all media channels in Poland is 320 mln PLN in comparison to the online ad spending growth with 194 mln PLN.

According to this numbers, the online industry is the main driver (60% of the overall growth) in the polish advertising market in comparison to the total ad spending growth rate across the media channels.

Real-time Bidding (RTB) and Retargeting/Remarketing was most definitelly the most innovative topic during the conference. Never before it was possible to buy impressions on user basis and in real-time. Thomas Mendrina, country manager Admeld, represented the SSP side (supply side platform) and myslef, managing director CEE sociomantic labs, the DSP side (1st european demand supply platform) of the new real-time bidding ecosystem. Fresh numbers from forrester research & admeld (Febr. 2011) have been presented:
$353 mln: value RTB market 2010 in the USA
$823 mln: value RTB market 2011 in the USA
50% of the audience buys will be done through RTB in 2015

With a year over year growth rate of over 100% and a state of the art technology, where the advertisers can reach 100% of their target group, real-time bidding is revolutionizing the display advertising!

Another interisting compilation about the online ad spendings per ad format, i.e. which channel is having the most attention of the budget owners:
45% – display
30% – SEM
17% – classified
6% – email
2% – others

Video advertisement was also one of the topics during Kowalczyk’s presentation:
155% – video advertising YoY growth rate
2% of the whole online ad spendings through video advertising

Which industries spend the most budgets in the polish internet in 2010? Here is the resolution:
15% Telecommunication
12% Finance
11% Automotive
9% Media, DVD
7% e-Commerce

Also one interisting comparison between the online and offline ad spendings:
Offline budgets: 75% branding, 25% direct response
Online budgets: 30% branding, 70% direct response

According to a survey across online marketers and advertisers:
87% would like to get in touch with their target group more easily
90% would like to meassure the impact of advertising on sales

And here even more numbers:
45% of the internet users are searching for the product online after they saw it in a TV spot
20%: ad spendings growth rate in polish content networks for 2010 (according to Artur Banach, netsprint)
150: number of polish IAB members
700 mln PLN: turnover google Poland according to Puls Biznesu
52,4%: internet penetration in Poland

The distribution of display ads according to their ad size is also quite interisting. According to Gemius, the main ad size is the so called “double billboard” (750×200). In Poland the “billboard” (700×100) ad size is a standard ad size according to IAB Poland and is replacing the “leaderboard”, which we know from the western part of europe. Every martketer from the western part of europe should take this into consideration when creating creatives for the polish market.

Distribution according to the most important ad sizes:
30% – 750×200
10% – 300×250
9% – 750×100

In the following you will find the conference speaker list in alphabetical order:
Paulina Adamska, Gemius
Michał Banaszewski, FireFly Creation
Artur Banach, NetSprint
Przemysław Bartkowiak, Agora SA
Sacha Berlik, Mexad
Jan Buze, Wirtualna Polska
Wojciech Ciemniewski, Interaktywny Instytut Badań Rynkowych
Olgierd Cygan, Digital One
Lucjan Exner, Mobilvi
Natalia Hatalska, Hatalska.com
Artur Janik, ClickAd
Jacek Karolak, Starcom MediaVest
Piotr Kowalczyk, IAB Polska
Michal Kreczmar, Agora
Thomas Mendrina, Admeld
Marcin Michalski, NetSales.pl
Joanna Pawlak, Wirtualna Polska
Przemysław Pawlak, Adv.pl
Marlena Przybyszewska, Digital One
Michał Rafa, FireFly Creation
Piotr Ruszak, Starcom MediaVest
Michał Rutkowski, Tribal DDB
Jarosław Rzepecki, Hypermedia Isobar
Tomasz Samul, Mobilvi
Michał Siejak, NuOrder Group
Marcin Skowroński, Grupa Onet.pl
Dariusz Sokołowski, Internet Standard
Agnieszka Świtkowska, Internet Standard
Maciej Wyszyński, sociomantic labs

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Maciej Wyszynski