10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
Advertising activities conducted through mass media, traditionally including television, radio, print, cinema, and outdoor. These are typically used for broad reach and building brand awareness.
Why it matters
Builds mass brand awareness: TV, radio, and outdoor reach audiences where precise targeting cannot. A brand known from the screen is more likely to win online later.
What's missing without it
Without mass media communication, a brand grows only among already interested audiences — new customer segments remain out of reach.
When it is used
When building awareness for a new brand, launching mass-market products, or running image campaigns.
How we use it
An ATL plan includes TV spots, radio ads, and billboards, while CMS stores broadcast materials.
Numbers worth knowing
Marketing in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.