Despite the growing potential of smaller towns in Poland, advertisers continue to focus predominantly on the country’s eight largest urban agglomerations, leaving vast regions of “Polska powiatowa” (county-level Poland) underserved. This trend highlights a significant discrepancy in the distribution of advertising resources, particularly in outdoor advertising, where digital formats are becoming increasingly prevalent.
According to the latest data from the Outdoor Advertising Chamber of Commerce, the industry saw impressive growth in 2023, with sales reaching approximately 650 million PLN, a 17% increase from the previous year. However, this growth is largely concentrated in major cities, neglecting the substantial yet untapped potential of smaller towns. Digital Out-of-Home (DOOH) advertising, which includes digital billboards and screens, saw a 49.3% increase in sales, totalling around 160 million PLN, mostly in the top eight cities.
Untapped Potential: Leveraging Small-Town Advertising Opportunities in Poland
Oskar Kolmasiak, Head of Sales at ZnajdźReklamę.pl, emphasized the missed opportunities in smaller towns. Despite slightly lower purchasing power, the combined potential of these areas is comparable to larger cities. The cost-effectiveness and reduced “advertising noise” in smaller towns make them attractive for more personalized and impactful campaigns. Advertising within public transportation systems also saw a notable increase, with sales reaching 40 million PLN, driven by the resurgence of ads in Warsaw’s metro and the digital modernization of transit stations.
Kolmasiak highlighted that the significant influence of Warsaw’s metro on advertising revenue illustrates the heavy reliance on large urban centres. This trend underscores the necessity for advertisers to diversify their focus and consider the unique advantages offered by smaller towns. Despite the current urban-centric focus, the potential of “Polska powiatowa” remains largely untapped, offering opportunities for highly personalized and community-focused advertising campaigns that can foster stronger connections with local consumers.
Unlocking the Potential of Small-Town Advertising in Poland
The outdoor advertising industry’s growth in Poland reflects broader trends in urbanization and digital innovation. However, excluding smaller towns from major advertising campaigns represents a missed opportunity for both advertisers and local communities. By recognizing and leveraging the unique advantages of “Polska powiatowa,” advertisers can achieve significant reach and impact while fostering deeper connections with local audiences.