Digital TV in CEE – PRAGUE. The online video ad market in Poland is likely to be worth €17 million this year, or around 40% more than in 2011.
However, it still represents a tiny fraction of total ad spend in Poland, which though in decline, according to Marcin Boroszko, MD, Atmedia, should still be worth some €1.8 billion this year.
Atmedia represents over 100 channels in three territories, accounting for 14%, 12% and 3% of the viewing share in Poland, Hungary and the Czech Republic.
However, it took, said Boroszko, eight years to get any relevant money from advertising. Commenting on the prospects for OTT, he added that the status quo has to be changed.
“The technology is already here but standards are missing. It is at the early adaptor phase and there is no measurement.”
In his view, it could take up to seven years before OTT advertising starts to make a mark.