The Polish Internet advertising market grew really fast in 2010, but it was nothing compared to the rate at which its main component – the search engine advertising market (SEM) – grew. The research commissioned by the Polish branch of IAB and carried out by the auditing company PwC shows that the outlays on Internet advertising in 2010 amounted to ca. 393 mln EUR, including ca. 118 mln EUR spent on SEM.
The increase in the value of Internet advertising up to the level of 393 mln EUR means the dynamics at the level of 17% in relation to the previous year. In terms of the absolute value it means an increase by ca. 51 mln EUR.
Is that a lot? Since the whole Polish advertising market grew in 2010 by ca. 80 mln EUR, this means that Internet advertising was responsible for almost 64% of that increase!
What contributed to the outlays on Internet advertising? 45% of the outlays was invested in display advertising, which gives ca. 177 mln EUR. Second comes SEM, which took ca. 30% of the outlays, which gives us the already mentioned 118 mln EUR. It is worth noticing that SEM already constitutes two thirds of display advertising! The following items are 17% spent on calssifieds (ca. 67 mln EUR), 6% spent on e-mail advertising (ca. 23.5 mln) and 5% spent on video advertising. Notice the last item – video advertising grew within a year by as much as 155%!
We have started with emphasising the growth dynamics of the outlays on SEM as compared to the growth dynamics of the outlays on Internet advertising in general. Since the latter grew in 2010 by 17%, what was the growth of SEM? Since in 2009 SEM was worth ca. 89 mln EUR, then the last year’s 118 mln means an increase by a third! In short, SEM to a large extent triggered an increase in the outlays on Internet marketing, and – even to a larger extent – Internet marketing in turn triggered an increase in the outlays on advertising in general.
SEM is the only Internet advertising form which in 2010 managed not to give in to the usual drop in the third quarter of the year. Even during the summer SEM accelerated by ca. 2% in relation to the spring period. This is clearly visibile in the increments measured quarter-to-quarter. In relation to Q3 2009, during the third quarter of 2010 the Polish SEM merket grew by 48%!
The industries that advertise themselves the most include the financial, telecommunications, and automotive industry. Their combined share in the Internet advertising outlays reached 39%.