Poland’s addressable TV market could be worth up to €150 million by 2027.
The prediction was made by experts at a conference organised by Polish Chamber of Electronic Communications (PIKE) a few days ago and covered by several local industry sources. It brought home just how far addressable TV has come in the country in the last couple of years and how promising its future now appears.
Back in October 2021 it was reported that the Warsaw Stock Exchange (GPW) was working on a project to construct a multi-module platform for handling transactions on the media market related to Dynamic Ad Insertion (DAI). Known as Telemetria Operator (TeO), it was described as another element of the diversification of GPW’s activities and followed an analysis of the Polish media market that lasted over a year.
Fast forward to today, it was revealed at the PIKE conference that the platform is now being tested and should be fully operational in 2024. Furthermore, during the conference the GPW signed letters of intent with both PIKE, which brings together Poland’s leading cable operators, and the National Broadcasting Council (KRRiT).
While these were all very promising developments, it should be borne in mind that addressable TV is already a reality in the country thanks to the national commercial broadcaster TVN Warner Bros. Discovery. It introduced the technology last October, offering it initially via HbbTV on its three main channels TVN, TV7 and TTV and subsequently also on its streaming platform Player. HbbTV is seen as a quick way of bringing addressable TV into the market, given that there are already around 1.3 million active HbbTV households in Poland.
In other important developments, Orange Polska undertook a promotional campaign employing addressable TV with the help of Value Media last autumn. Furthermore, GroupM’s Finecast, an agency that specialises in addressable TV, launched in Poland in January this year.
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