10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
A defined group of recipients to whom communication or an offer is directed. It is defined by demographic characteristics, needs, behaviors, context, interests, purchase stage, and business potential.
Why it matters
It determines who you are speaking to — and therefore what, where, and how. The same offer requires different language, channels, and arguments for different groups; without selecting the audience, everything becomes a compromise.
What's missing without it
Communication 'to everyone' dilutes the message and budget: it fails to convince anyone strongly enough to be effective.
When it is used
At the beginning of every strategy and campaign: defining the group before creating content, selecting media, and allocating budget.
How we use it
The brief describes the target group, and the system selects the tone of content and distribution channels accordingly.
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.