Outdoor Advertising 2025 – Billboard Campaigns in Poland
- Last update: 30/01/2025
Table of contents:
What is Outdoor Advertising?
Outdoor Advertising is one of the oldest forms of promotion. It refers to marketing communication that reaches potential consumers outside their homes – often referred to as out-of-home (OOH) advertising.
This type of advertising is placed in public spaces, reaching a broad audience. There are various forms of Outdoor Advertising, which can be categorized into several types: billboards, street furniture (e.g., bus shelters), and transit advertising (e.g., buses).
"It is one of the oldest forms of advertising. It refers to marketing communication that reaches potential consumers outside their homes – commonly known as out-of-home (OOH) advertising."
What is Outdoor Advertising Today?
Outdoor advertising is a form of promotion that encompasses a variety of media displayed in open-air settings. It is an effective way to reach a wide audience in public spaces. Advertising media can take various forms and shapes, ranging from traditional posters to modern digital LED screens.
One of the most popular types of outdoor advertising is billboards. These large advertising boards are often placed along busy roads and highways. They capture the attention of drivers and passengers with their size and vivid colours. Billboards are an excellent way to promote products and services for businesses.
Another form of outdoor advertising is banners mounted on buildings or special structures located in strategic urban areas. These banners are characterised by their large dimensions and durable materials, ensuring the advertising message remains visible for an extended period.
Posters represent a smaller yet equally effective form of outdoor advertising. They are commonly found at bus stops, on noticeboards, or in shopping centres. Due to their accessibility, posters reach a large audience of people who pass these locations daily.
Advertising boards can also be interactive, equipped with LED technology or touch screens. These modern media allow businesses to adopt even more creative approaches to marketing campaigns, engaging customers with dynamic visual content.
Transit advertising, displayed on public transport such as buses, trams, or trains, should not be overlooked. These advertisements move with the vehicles throughout the city, reaching diverse groups of people in various locations.
Outdoor advertisements make use of a wide range of media, including billboards, banners, and posters. They effectively capture the attention of potential customers, presenting products or services in an attractive and highly visible manner to pedestrians and drivers alike.
Outdoor Advertising in Poland, Traditional and Digital Media (DOOH)
In Poland, over 70% of campaigns are executed using traditional media. The most common formats are citylights and billboards with a surface area of 18 m². The total number of these types of advertising media is approximately 50,000 units.
However, in some Western countries, digital media is beginning to dominate. Similarly, in Poland, the share of Digital Out of Home (DOOH) media is growing rapidly. New types of screens are also emerging. The digitalisation of outdoor advertising is expected to accelerate in the coming years.
How Much Does a Campaign on Traditional Outdoor Advertising Media Cost in Poland?
The cost of an outdoor advertising campaign consists of three key elements: printing costs, posting costs, and exposure costs.
Printing Costs for Posters
Printing costs exclude fees related to image rights for specific individuals and the creative concept of the advertisement. These costs depend on the type of media. Larger formats result in higher unit costs. Costs also vary based on the material used—paper or vinyl. Printing posters on paper is cheaper but limited to certain types of media. Additionally, paper posters are single-use, while vinyl posters can be reused or moved to another location.
Posting Costs for Outdoor Advertising Media
Similar to printing, posting costs depend primarily on the size of the advertising media. Larger formats incur higher posting or installation costs. Most outdoor advertising operators include the initial posting in the exposure fee. However, subsequent reposting, referred to as “repostings,” incurs additional charges, which can range from several hundred złoty per media unit.
Advertising Exposure Costs in Poland
The rental fee for a billboard depends on its size, standard, exposure duration, and location. Larger formats incur higher rental fees. Media such as Citylight bus stop shelters or 12 m² panels are among the most affordable options. Locations in large cities with higher traffic are more expensive, while those in smaller towns are more cost-effective. Campaigns on larger formats, such as 36 m² or 48 m² billboards, are significantly more expensive. Monthly costs for outdoor advertising typically start at a few hundred złoty per media unit. However, standard large-format media can cost several thousand złoty per unit. Depending on the media format, outdoor advertising can range from 500 to 5,000 złoty per individual placement.
Digital Media Exposure Costs (DOOH) in Poland
Digital screens may be located in shopping centres, public transportation, train stations, or outdoor public spaces.
The cost of airing an advertisement depends on the location, screen size, number of days, frequency, and length of the spot. Media can be purchased individually or in packages. Ads are typically displayed in loops repeated multiple times per hour. Emission time may be limited due to the opening hours of a given venue or reduced traffic, which affects audience size.
The cost of advertising on a standalone digital screen ranges from a few hundred to several thousand złoty and is based on the number of ad displays.
How to Set a Budget for an Outdoor Advertising Campaign for Poland
Campaigns on standard media are typically booked for an entire month. For Citylight formats, the duration is usually two weeks. For a campaign in Poland’s eight largest cities, purchasing approximately 600 panels is recommended. Assuming a cost of 500–600 złoty per panel, the campaign’s cost would be approximately 330,000 złoty, or 360,000 złoty including printing.
Key Considerations When Setting an Outdoor Advertising Budget for Poland
- Analyse how much competitors are spending on billboard campaigns.
- Evaluate the marketing results achieved by these campaigns.
- Assess the media performance metrics generated by competitor advertisements.
A media agency can precisely estimate outdoor advertising expenditures for companies in your competitive landscape. This enables us to recommend an exact investment level for your outdoor advertising campaign. With these insights, we can provide accurate estimates of how much a billboard campaign should cost.
Advantages of Outdoor Advertising in Poland
Outdoor Advertising Quickly Builds Reach in Poland
Similar to radio and television advertising in Poland, Outdoor Campaigns in Poland rapidly build reach among audiences. However, it is worth noting that this reach is limited to the locations where billboards are installed.
People travel along fixed, routine routes. Within just a few days, a poster placed in a given location reaches almost all potential viewers, as they eventually pass by it during their daily commutes.
High Frequency
Outdoor advertising campaigns are usually purchased for a month. The reach is built rapidly, often exhausting its potential within a few days. This occurs because, as mentioned earlier, audiences follow consistent routes.
After the first few days of the campaign, outdoor ads no longer generate new reach but continue to deliver impressions. By the end of the campaign, typically after a month, there is a high level of frequency in impressions.
Reaches Audiences Regardless of Their Preferences
Large-format advertisements are impossible to ignore or skip. Unlike digital banners that can be blocked, or TV channels that can be switched, Outdoor Advertising engages passers-by without requiring any action from them. It effectively chooses its audience, reaching consumers regardless of whether they are actively seeking the information.
Allows Product Visualisation
Outdoor advertising provides an opportunity to showcase products, display their names, and present the brand’s logo or trademark.
Facilitates Local Campaigns
Out of Home Advertising in Poland offers the flexibility to run local campaigns or target specific areas. Campaigns can be conducted in select cities or even specific locations within those cities. Additionally, the messaging can be tailored to match the location of the billboards or advertising media.
Encourages Creativity
Billboards and some advertising media can be enhanced with unique, unconventional elements. The format of such advertisements can be customised to align with the campaign theme and audience preferences. While non-standard installations increase campaign costs and require individual pricing, these creative additions make the message stand out and enhance its effectiveness.
Advantages of Digital Outdoor Advertising (DOOH)
This rapidly evolving form of advertising offers additional possibilities:
- Real-Time Communication: Display messages and ads in real-time.
- Contextual Adaptation: Adjust ads and messages based on weather or surroundings.
- Enhanced Targeting: Achieve better audience targeting when combined with mobile devices.
- Programmatic Buying: Automate the purchase of digital screen space through programmatic models.
- Engaging Content: Use digital screens to display engaging, dynamic content that captures attention.
- Greater Flexibility: Avoid physical installations or poster replacements, enabling faster campaign adjustments.
By combining creativity with advanced technology, Outdoor Advertising in Poland continues to evolve, providing effective and innovative ways to engage audiences.
Similar to television and radio advertising, Outdoor Campaigns in Poland quickly build audience reach. The reach of such campaigns is achieved within a short period, and after just a few days, the potential for further reach expansion is typically exhausted.
Challenges of Outdoor Campaigns in Poland
Outdoor Campaigns are Silent
This form of advertising lacks sound and typically functions solely as an advertising medium. Other media provide engaging content that captures the audience’s attention. Promotional campaigns in these channels benefit from the engagement generated by their content. In the case of Outdoor Advertising, the medium itself is the advertisement and does not deliver additional messages. An exception is digital screens, which can also display other types of content.
Brief Interaction with the Advertisement
People often walk or drive past Out of Home (OOH) Advertising at high speeds, resulting in very short exposure times, typically lasting only a few seconds.
Limited Message Space
The brief exposure time necessitates simple messages. The number of elements and the content featured on a billboard should be minimal—clear enough for consumers to read and understand in the limited time available. Too many elements, small fonts, or lengthy slogans can reduce the campaign’s effectiveness.
Risk of Damage to Displays
Outdoor advertising is vulnerable to weather conditions and vandalism. Strong winds, snow, or rain can damage banners, and such damage reflects poorly on the brand’s image. It may also reduce the campaign’s impact since repairs or reinstallation take time.
Additionally, lower-positioned displays with easy access are sometimes defaced by vandals. These acts can include “creative” additions to slogans, which may harm the brand’s reputation. Acts of vandalism are especially common in election or political advertising, where parties often opt for large, high-mounted displays requiring specialized equipment to access.
While Outdoor Campaigns in Poland have the potential for significant impact, brands must carefully manage these challenges to ensure their campaigns remain effective and maintain a positive brand image.
Outdoor Advertising Formats and Types in Poland
Citylights 2.16 m² (1.2×1.8m)
Citylights, with a surface area of 2.16 m², are the most commonly used Outdoor Advertising medium in Poland. There are over 21,000 of these internally lit displays. This type of advertisement is primarily located at urban bus shelters but can also be found as wall-mounted, freestanding, or lamp post installations.
Billboards 18 m² (6x3m)
The 18 m² billboard is currently one of the most popular classic advertising formats. There are over 9,000 structures of this type. It is favoured by advertisers for its high visibility, LED lighting, and prime locations.
Billboards 12 m² (5.04×2.38m)
This format was most popular in the early 2000s. Currently, there are around 6,500 such billboards in Poland, and their number is gradually decreasing as they are replaced by larger or digital formats.
Additional Classic Formats
Among traditional advertising formats, typically front-lit, the following options are also available:
- Billboards 12 m² (4x3m)
- Billboards 36 m² (12x3m)
- Billboards 48 m² (12x4m)
Internally Lit Formats
In addition to the Citylight mentioned earlier, other internally lit formats include:
- Backlight 18 m² (6x3m)
- Backlight 32 m² (8x4m)
Large-Format Structures
Advertising companies in Poland also offer numerous large-format constructions, which are custom-designed to meet specific campaign requirements.
With a variety of classic and innovative formats available, Outdoor Advertising in Poland offers businesses numerous options to tailor their campaigns to specific needs and maximise visibility across diverse urban environments.
Outdoor Advertising in Poland – Seasonality
In the winter months, the viewership of Outdoor Advertising tends to decline. However, it starts to increase in spring, correlating with the improvement in weather conditions. With better weather, Poles are more likely to spend time outdoors. A similar trend is observed during the autumn season.
Interestingly, this pattern is the opposite of television viewership trends. TV audiences are larger in winter and smaller in summer, thriving in poor weather when people stay indoors and declining in good weather when people head outside. For outdoor campaigns, the opposite is true: good weather encourages people to go outside, increasing exposure to Out of Home Advertising.
Summer Holidays – An Exception to the Rule
Summer holidays represent a unique case. During this period, traffic in most large cities decreases due to holiday travel. While consumers spend more time outdoors, they are often beyond the reach of traditional billboard advertising in urban areas, as they tend to be in holiday destinations or rural areas.
As a result, Outdoor Campaigns in Poland during the summer focus on advertising in popular holiday destinations and along main travel routes to these locations, where advertising spaces gain significant attention and demand.
Outdoor Advertising Research in Poland
In Poland, Outdoor Track is the standard for measuring the effectiveness of Outdoor Advertising campaigns. These studies are commissioned by the Outdoor Research Institute (Instytut Badań Outdooru).
Over the years, a robust model has been developed, currently covering the 10 largest urban areas in Poland. The research encompasses 70% of the outdoor advertising market in terms of the number of advertising spaces.
A Comprehensive Approach
The Outdoor Track study involves various organisations, including IPSOS, Millward Brown, Biuro Inżynierii Transportu, MGE Data, Route (UK), Navteq, and Red Research. The complex research process includes:
- Measuring traffic intensity,
- Recording respondents’ travel routes using GPS devices,
- Evaluating the quality and visibility of advertising media.
Key Metrics for Outdoor Campaigns
The Outdoor Track research provides standard metrics used across other media, such as:
- Reach,
- Frequency,
- Gross Rating Points (GRP), and more.
We specialise in media planning and purchasing for various Out of Home Advertising formats. Call or write to us today to schedule a free consultation.
FAQ – OOH Advertising in Poland
Outdoor Advertising refers to a form of marketing communication placed in public spaces, reaching audiences outside their homes.
The main categories include billboards, street furniture (e.g., bus stops), and transit advertising (e.g., buses).
DOOH is the digital form of Outdoor Advertising, which is gaining popularity in many countries, including Poland.
These costs include poster printing, installation, and display rental.
Yes, Outdoor Advertising quickly builds reach among audiences and provides a high frequency of exposure to the campaign message.
Advantages include real-time message broadcasting, enhanced targeting capabilities, and greater flexibility.
Yes, Outdoor Advertising allows for localised campaigns and tailoring of messages to particular locations.
Citylights, measuring 2.16 m², are a popular format of Outdoor Advertising, typically found at public transport stops.
The key difference is in content delivery—traditional formats rely on printed media, while digital formats use screen technologies to display dynamic content.
OOH Glossary in Poland
| Term | Description |
|---|---|
| Clutter | More than one advertising medium in a given location |
| VAI | Visibility Adjustment Index – a visibility correction factor for a medium based on eye-tracking research |
| VAC | Visibility Adjusted Contact – adjusted contact count, the number of contacts with a medium corrected by its Visibility Adjustment Index (VAI). Data with this correction aims to reflect the actual number of contacts with a given medium. |
| Audience of the Medium | The number of contacts generated by an advertising medium over a given period |
| Visibility Range of the Medium | The area within which the advertisement on the medium is visible |
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