Poland’s Internet penetration rate reached 42 percent in Q2 2007, according to a report from the Polish publication “The Internet Standard.”
In a country with a population of 38 million, SMG/KRC’s NetTrack research places the Internet population at 12.8 million Internet users ages 15 years or older. Another research provider, Gemius/PBI, estimated almost 14.1 million Internet users in May 2007.
Poland’s broadband penetration rate is 3.9 percent, compared to the European Union’s 16.9 percent. In 2006, Poland had 6.9 broadband subscribers per 100 inhabitants, according to the Organization for Economic Co-operation and Development.
The Interactive Advertising Bureau in Poland estimated the Internet advertising market in 2006 to be worth 60 million euros, or $95 million. Internet advertising was an estimated 5 percent of the total media ad spend in Poland that year. In 2007, Internet advertising was expected to reach 115 million euros, or $182 million. The report states, “Online market grows dynamically at a pace of 50 percent per year and is the fastest growing sector among all media.”
The report compiles data from multiple sources, research organizations, and ISPs in Poland.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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