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Adkontekst advertising network has issued its fifth report on “Polish Market of Contextual Advertising”. The survey shows that the market of contextual advertising has risen by 4.5% in 2013 to reach over 216 million. Agencies and media houses plan to increase their spending on contextual advertising by another 7.4% in 2014.

The survey is based on the opinions of contextual advertising experts and practitioners from media houses and advertising agencies. The report is addressed to those in charge of marketing departments, small and medium-size company owners, representatives of media houses and ad agencies, website editors and anyone interested in online marketing.

“While on the one hand the report has shown a growing importance of contextual advertising in Poland, it has also confirmed advertisers’ rising expectations, contextual networks seem to follow closely. Behavioural targeting and retargeting play an ever important role in the recently commissioned campaigns” - says Łukasz Duda, Director of Adkontekst Marketing Section.

In 2013, spending on contextual networks accounted for 25.3% of SEM budgets. Compared to IAB AdEx results which indicate that SEM spending in 2013 was roughly 35% of all online advertising budgets, contextual advertising accounts for estimated 8.9% of total advertising budgets in the Polish Internet. Consequently, the Polish market of contextual advertising is worth over 216.5 million PLN, i.e. 4.5% more than in 2012.

The growing wave of optimism is evidenced by budget declarations for 2014. The surveyed representatives of agencies and media houses said the forecast spending on contextual network campaigns in 2014 would go up by almost 7.4%, compared to last year’s figures.

The report analyses at length several market sectors of contextual advertising, such as targeting methods used by media planners, the most popular ad formats, goals of campaigns run on contextual networks, budgets, pricing models and dominant trends in digital marketing in 2013 and 2014.

Media houses and agencies seem to have noticed the diversity of ad formats available in contextual networks which is witness to the increasing share of image advertising.

Static image ads have remained the most commonly used form of image-based display advertising for the successive year, chosen by 83.3% of all respondents.

In 2013, those who provided us with their feedback highlighted performance and range aspects of contextual campaigns, 63.9 and 61.1% respectively. Branding came in third, mentioned by over a half of the respondents.

Retargeting seems to have been gaining in popularity. It is currently being used by an estimated 38% of campaigns run in contextual networks. 83.4% of the respondents plan to turn to retargeting in 2014.

“Today’s retargeting mechanisms can be efficiently used to manage frequency capping. As a result, marketers can more effectively and more directly influence purchasing decisions made by their clients” - adds Łukasz Duda.

The scope of this year’s survey has been broadened to include major trends in digital marketing. When asked about their marketing priorities in 2014, representatives of agencies and media houses named conversion optimisation (77.8%), targeting, personalisation, multichannel campaign management (52.8%) and content marketing (47.2%). 25% of the respondents mentioned real-time bidding (RTB) systems for buying ads.

To read the full report [PL], go to: Kontekstowej-2013.pdf

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