In 2023, the gross investment value in the advertising and market research sector in Poland stood at 573.3 million Zloty. Over the past decade, year-on-year variations showcased significant volatility. The market experienced considerable fluctuations with notable peaks in 2014 (58.16%) and 2018 (46.89%), and sharp declines in years like 2016 (-33.91%). The average annual growth rate over the last five years leading to 2023 showed a negative trend at -2.84%. Forecasted data from 2024 to 2028 suggests a relatively stable growth pattern with minor annual increases, indicating a slow yet steady recovery with a forecasted 5-year CAGR of 0.11%.
Future trends to watch for include:
- Technological advancements in digital advertising.
- Shifts towards data-driven and personalized marketing approaches.
- Potential economic impacts post-pandemic and geopolitical factors influencing investment levels.
