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- Video Advertising in Poland – online video advertising campaigns 2025
Video Advertising in Poland – online video advertising campaigns 2025
- Last update: 05/02/2025

Table of contents:
Would you like to plan a video campaign in Poland but aren’t certain which provider to choose? Should you purchase impressions directly from a website or a VOD platform, use an ad network, or opt for a social network—if so, which one? How do you set up conversion tracking, and which scripts should you implement on your site?
Or perhaps you’re already running Video Advertising in Poland and would like to check if your settings and costs are optimal?
Give us a ring or drop us a line and book a free consultation.
What is video advertising?
Video advertising is a format that employs film or animation to promote products or services. This form of Internet advertising in Poland may appear on websites, social media platforms, or within apps.
Video marketing is growing increasingly popular and is considered the fastest-growing trend in digital marketing. This surge is largely due to the rise of high-quality video content, much of it user-generated (UGC). Content creators on social platforms such as YouTube, Facebook, Instagram, and TikTok play a pivotal role here. Thanks to these creators, video has become a highly effective way of reaching a broad audience.
Video advertising is a format that uses film or animation to promote products or services. This type of Internet advertising can be placed on websites, social media platforms, or within apps.
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How much does a video advertising campaign cost?
Much like TV advertising, the cost of a video campaign on the internet comprises two main elements:
- Production costs for the video – i.e. the material to be shown.
- Costs for displaying the adverts – i.e. the fees paid to publishers for running your video ads.
Production costs
Video adverts are among the most expensive forms of advertising. As with TV commercials, video production costs can vary hugely, influenced by factors such as featuring a well-known personality or filming in specific locations.
That said, video production budgets are usually lower than those for TV spots. You can assume that the minimum outlay for creating a professional video advert starts at a few dozen thousand złotys.
The cost of placing adverts on the internet
Similarly to other forms of Internet advertising in Poland, there isn’t a strict minimum budget. You can commission a video campaign on YouTube or Facebook for just a few hundred złotys.
However, much like a TV campaign, it’s wise to consider your production spend in relation to your advertising budget. Spending 20,000 złotys on producing a video and only 100 złotys on showing it is generally not worthwhile. A more balanced scenario might be allocating 20,000 złotys for production and 80,000 złotys for distribution. Such a budget could achieve up to 1.6 million complete views of the video, potentially spread over one, two, or several months, depending on your target audience and goals.
Setting a budget for your video campaign
As mentioned, there’s no absolute minimum spend. In practice, it’s best to consider your production costs so that overall expenditure makes sense. Meanwhile, the upper limit will often be defined by the size of the audience, effective frequency (i.e. how many times you want each user to see the ad), and the group’s consumption of video content.
For instance, imagine you have a target group of 2 million people, you wish to reach them no more than four times (the “effective frequency”), and 80% of those people watch video content. If your cost per view (CPV) is 0.05 złotys (5 groszys), then the maximum investment would be 320,000 złotys:
2,000,000 x 80% x 4 x 0.05 = 320,000
We’ve made some assumptions here—for example, that your campaign aims to build familiarity and brand awareness, and that four views per user is sufficient. Such assumptions are often somewhat arbitrary.
However, when it comes to forecasting CPV or estimating how much video content your audience will consume, a media house like ours can predict these figures quite accurately based on experience with other Video Advertising in Poland campaigns. That’s because we handle media planning and buying for multiple clients.
Advantages of video advertising
Targeting
Much like with Display Advertising in Poland or other forms of Internet advertising in Poland, one of the biggest advantages of video campaigns is the ability to target audiences precisely. In contrast to TV, video advertising offers highly accurate audience selection. In practice, Video Advertising in Poland overcomes the major challenge of TV campaigns—their limited selectivity.
Targeting criteria vary by platform but usually include demographic factors like gender and age, along with geographic location (sometimes pinpointed to within a few kilometres). Depending on the platform, targeting may also incorporate user interests or shopping habits.
You can further target people based on how they’ve interacted with your ad or website—for instance, focusing on users who’ve visited your site, or those who have (or haven’t) made a purchase in your online shop.
Engagement
Like a TV advert, video is more engaging than many other ad formats, making viewers more likely to remember your message. It leverages visuals, motion, and sound to present a product or service in detail, highlighting unique features. As with TV advertising, it engages both sight and hearing, so the message tends to linger in the viewer’s mind.
Low cost per reach
The unit costs of reaching audiences with video ads are becoming very attractive. They’re already low enough to compete with TV campaign costs—especially when targeting smaller, more niche audiences. In such cases, internet-based advertising can be far cheaper than television.
Variety of formats
Online video can be classified in various ways, and length is less restrictive. We can talk about linear and non-linear formats. Linear ads interrupt the publisher’s content (pre-roll, mid-roll, post-roll), while non-linear formats like overlays appear on top of the publisher’s content.
Then there’s in-stream vs out-stream video. In-stream ads play during the publisher’s content, often as pre-, mid-, or post-roll. Out-stream ads, on the other hand, typically appear outside the context of the publisher’s video, for example embedded in banners, or placed in a social media feed as in-feed video ads.
Aspect ratios can also vary. While TV spots usually stick to 16:9, Video Advertising in Poland may use 1:1, 4:5, 5:4, or even 9:16—particularly important for mobile display.
Television, in its standard form, tends to use spots of 30, 15, or 10 seconds, with a separate eight-second format for sponsorship. Online video advertising allows for a far greater variety of lengths and styles.
Global reach
Online advertising can reach vast numbers of people worldwide. Commissioning TV or radio ads typically requires coordinating with each country’s advertising bureaux. In contrast, if you wish to run Video Advertising in Poland in a specific country, you can just as easily book it elsewhere using the same ad platform or control panel.
Real-time data
Campaign success hinges on data that can measure how effective different elements of the campaign are. Video advertising data are available in real time, allowing you to optimise activities on the go. Platforms use machine-learning algorithms to show ads to users who are most likely to be interested, delivering greater efficiency and impact.
The greatest advantage of Video Advertising in Poland is the ability to target audiences with precision. Compared to TV, video offers exceptionally accurate audience segmentation. Furthermore, video—like television adverts—is more engaging than many other forms of Internet advertising.
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Challenges of running video campaigns
Skipping ads
Viewers often skip video content because it’s easy to close or dismiss. Many platforms deploy machine-learning algorithms to serve ads to people who are more likely to watch them. However, there remains a high risk that the ad will simply be skipped.
Inappropriate content
Brands generally do not want to appear alongside questionable or unsuitable material. For a brand, being associated with inappropriate content could damage its image and hard-earned reputation. In the realm of Internet advertising in Poland, it’s difficult to guarantee complete avoidance of such scenarios—this applies to video as well.
Production costs
Unlike text ads (e.g. on Google Ads) or static display graphics, producing a video can be expensive. Professional production can entail multiple time-consuming stages—scriptwriting, planning, filming, hiring actors, renting equipment, post-production, music rights, etc. Hence, Video Advertising in Poland typically involves higher upfront costs compared to simpler ad formats.
Forms of purchasing video ads on the internet in Poland
The most popular pricing model for Video Advertising in Poland is CPM (Cost Per Mille), where charges are based on an ad starting to play, rather than its completion. A less common model is CPC (Cost Per Click).
Another key model is CPV (Cost Per View), where you’re billed for ads that are actually viewed in full. Both CPM and CPV can be enhanced by a viewability metric. In these cases, vCPM or vCPV refer to ads considered “in view” according to standard viewability definitions for video.
Video on YouTube
YouTube is the world’s most popular video platform, allowing users to watch, create, and share content. It’s accessible on computers, mobile devices, TV screens, and tablets, offering features like channels, subscriptions, and playlists to make organising, discovering, and playing videos straightforward.
All YouTube ads are managed via Google Ads. Video Advertising in Poland on YouTube can take several forms:
Skippable In-Stream Ads
Skippable In-Stream ads play before, during, or after creators’ videos (pre-roll, mid-roll, post-roll). Viewers can skip the ad after five seconds. These ads use a CPV (Cost per View) billing model—you’re charged only if a user watches 30 seconds of the video (or the entire ad, if it’s shorter).
Bumper Ads
Bumper ads last six seconds and appear before, during, or after the video content. Viewers cannot skip them. They use a CPM (Cost per Mille) model, charging per thousand impressions.
Non-skippable In-Stream Ads
Non-skippable In-Stream ads also play before, during, or after creators’ videos (pre-roll, mid-roll, post-roll). They can be up to 15 seconds in length, and viewers cannot skip them. These ads are billed on a CPM basis, meaning you pay per thousand impressions.
In-Feed Video Ads
In-Feed Video Ads promote video content, usually displayed alongside similar videos on YouTube.
Out-Stream Ads
Out-Stream ads are designed for mobile devices. They appear on websites or apps within the Google Display Network partner sites, enabling you to extend your Internet advertising in Poland beyond YouTube itself.
Programmatic Video
Programmatic video refers to the automated process of buying and selling ads. In this model, advertisers and publishers transact through dedicated trading platforms, enabling real-time deals. This approach is a key component of Video Advertising in Poland, helping brands optimise targeting and efficiency in the realm of Internet advertising in Poland.
FAQ – Video Advertising in Poland
Video advertising is a promotional format that uses video content to market products. It can appear on a variety of platforms including websites, social media, and apps, forming a key part of Internet advertising in Poland.
It’s the fastest-growing trend in digital marketing, primarily due to the rise of high-quality user-generated video content on platforms such as YouTube, Facebook, Instagram, and TikTok.
The primary costs involve producing the video itself and paying for ad placements (impressions or views) across relevant platforms.
Consider production expenses, target audience size, effective frequency, and how much video content the audience consumes. Past insights from other Video Advertising in Poland campaigns can also help determine a realistic spend.
Video ads allow for precise targeting, high viewer engagement, low cost per reach, a variety of formats, global reach, and real-time data access.
Demographics, location, interests, purchase habits, and user interactions with your advert or website are all typical targeting factors for Internet advertising in Poland.
Online video ads can be served in various formats—linear and non-linear, in-stream and out-stream, in-banner, and in-feed. Advert lengths and aspect ratios can also be adjusted to suit different platforms and objectives.
Yes. Online advertising has a global reach, making it easy to book and deliver your video campaign across multiple regions from the same ad platform.
Real-time data enables advertisers to assess a campaign’s effectiveness and optimise on the fly. Many platforms use advanced algorithms to deliver ads to the users most likely to be interested.
Video Glossary in Poland
Term | Description |
---|---|
AVR | (Average View Rate) – a metric showing the average percentage of a video that has been watched. |
AVS | (Average Viewed Second) – a metric indicating how many seconds of a video viewers have watched on average. |
Brand Safety | A set of measures designed to protect a brand’s image and reputation online. |
CPV | (Cost per View) – the cost of a single view, often used in Video Advertising in Poland. |
Google Ads | A Google service enabling, among other things, the commissioning of video campaigns (e.g., on YouTube), frequently employed in Internet advertising in Poland. |
VCR | (Video Completion Rate) – a metric showing the percentage of users who watch the video from start to finish. |
Views | The number of times an ad has been watched. |