Online marketing in Poland
Since 2000, the number of people online in Poland has been increasing fourfold year on year. Today, 14 million Poles use the internet, or 30% of the total population. Forty-five per cent of internet users shopped online in 2007, compared with just 5.9% in 2001, with around PLN8 billion spent online in the same year – up 61% on 2006.
Ten per cent of media advertising spend goes to the internet, with the online advertising market worth PLN743 million in 2007 – more than press advertising. During 2008, the internet advertising sector is expected to grow by 30%. The most dynamic sectors are search engine marketing and performance-based campaigns such as affiliate marketing. (Source: IAB)
OMG Poland
In June 2008, OMG Network agreed a 50:50 joint venture with Ad.net to create an affiliate marketing network based in Poland. The new company, named OMG Poland, is based in Warsaw and represents a further step for OMG’s as a European performance-marketing group.
Ad.net is the largest advertising network in Poland, with over 430 websites and 500 clients including nearly every major Polish firm. The company is a subsidiary of Internet Group, a new media, information and communications technology company listed on the Polish Stock Exchange.
The Polish affiliate industry is in its infancy, with fewer affiliates and an evolving CPA model. However, Poland’s entry into the European Union and other socioeconomic changes make it a very attractive market for OMG. Finance and banking, where both OMG and Ad.net are particularly strong, will be key sectors, but we will also be working with Polish retailers who value our robust brand protection capabilities.
