10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
The main graphic concept of a campaign that defines its visual identity: theme, composition, color palette, photography, typography, and core message. Serves as the foundation for adaptations across channels.
Why it matters
A single strong visual concept unifies the entire campaign: billboard, banner, and social post look like a cohesive family. The audience connects messages from different sources into one consistent brand.
What's missing without it
Without a key visual, each adaptation is created in isolation — the campaign becomes visually fragmented and performs like several weaker efforts instead of one strong one.
When it is used
At the start of every campaign: first approval of the KV, then adaptations for formats and channels.
How we use it
Approved KV is automatically adapted for banners, posts, email campaigns, and printed 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.