E-mail advertising
E-mail marketing consists of four main types: newsletters, acquisitions, retention, and promotional. Since 2015, the share of e-mail advertising in the total online advertising market in Poland has witnessed a steady decrease; it accounted for 1.1 percent of the market in 2022.The main act of e-mail advertising is sending a commercial message that will reach the target group of users, very often potential or existing customers. In 2022, Poles very often subscribed to informational e-mail newsletters. E-mail messages concerning loyalty programs and information about contests or discount codes were the most popular e-mail newsletter types. Regarding the most important drivers for subscribin to e-mail newsletters, benefits such as free gifts or discount codes ranked first among three-quarters of Poles in 2022. Other important factors included interesting content and quick access to information.
Mobile advertising
Mobile advertising covers any form of advertising shown on mobile devices, such as smartphones or tablets. It is most often performed through text ads via short-message-service (SMS) or through banner ads found on mobile websites. In 2021, a vast majority of Polish businesses used their own systems to send SMS messages; relatively few employed external marketing agencies.The value of the mobile advertising market in Poland is on an upward trend, and its value for 2026 is estimated at 2 billion US dollars. The effectiveness of this method of advertising is significant. In fact, a survey conducted in 2021 showed that more than 42 percent of Polish customers made purchases under the influence of mobile advertisements.
Influencer marketing
As a form of social media advertising, influencer marketing revolves around endorsements and product placements from online creators. Brands can promote their products through recommendations from influencers on various social media platforms, such as Instagram, Facebook, or TikTok. In 2022, more than six out of 10 Polish media agencies favored working with micro and medium-influencers.Both women and men between the ages of 25 and 34 made up the highest share of the social media advertising audience in Poland. A survey conducted in 2022 showed that exaggerated and overly pushy product presentation was the leading mistake made by influencers.