37%
Ad Blocking Rate
Percentage of internet users employing ad blockers
€2.5 billion
Digital Ad Spend
Total digital advertising expenditure in Poland (EUR)
68%
Mobile Ad Share
Proportion of digital ad spend on mobile devices
0.7%
Average Click-Through Rate
Average CTR for digital ads in Poland
3.2 minutes
Video Ad Engagement
Average time spent engaging with video ads
By 2026, Poland's ad blocking rate stands at 37%, reflecting rising user concerns over intrusive ads. Despite this, digital ad spending continues to grow, reaching €2.5 billion, driven mainly by mobile advertising which accounts for 68% of the total. Marketers are increasingly investing in video content, with engagement times averaging over 3 minutes, indicating a shift towards more engaging ad formats.
The high mobile ad share indicates that Polish consumers primarily access content via smartphones, prompting advertisers to optimize their campaigns accordingly. While ad blocking remains a challenge, targeted and high-quality content can enhance user experience and reduce ad fatigue. Overall, the digital advertising landscape in Poland shows resilience and adaptation to changing user behaviors.
Frequently Asked Questions
How is ad blocking affecting digital ad revenue in Poland?
Ad blocking reduces the potential reach of digital ads, but increased investment in engaging content and mobile ads helps mitigate revenue loss.
What strategies are Polish advertisers using to combat ad blocking?
They focus on native advertising, personalized content, and ad formats that provide value, aiming to improve user experience and reduce blocking.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.