Knowledge Base
Stay Ahead With Cutting-Edge Resources
The outdoor advertising market has evolved dramatically over the past decade.
No longer limited to standard billboards, today’s out-of-home (OOH) advertising encompasses a diverse ecosystem of formats and technologies that reach consumers throughout their daily journeys.
In our knowledge base, we share unique insights we’ve uncovered over the years of planning and running advertising campaigns.
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OOH (Out-of-Home) vs. DOOH (Digital Out-of-Home) Advertising — Which Is Better for Your Brand?
Choosing between traditional billboards and digital screens isn't just about budget anymore. While both OOH formats can capture attention outside the home, the rise of programmatic capabilities, real-time content optimization, and sophisticated targeting has fundamentally changed what's possible in outdoor advertising. This detailed comparison reveals which approach delivers better ROI for different business objectives and how smart brands are combining both formats for maximum impact.
Out-of-Home Advertising in 2025: Key Trends Shaping the Future
The out-of-home advertising landscape is transforming at breakneck speed, with programmatic buying, AI-driven personalization, and sophisticated attention measurement reshaping how brands connect with urban audiences. As commuters return to cities and digital screens multiply across public spaces, marketers face both unprecedented opportunities and new challenges in capturing attention that actually drives action. This analysis reveals which trends will define OOH success in 2025 and beyond.
How to Choose the Perfect Advertising Agency in Poland? 7-Step Guide
Finding the right advertising partner in Poland's competitive landscape isn't just about picking a name from a directory. This comprehensive guide breaks down exactly how to identify and select an agency that understands both your business goals and Poland's unique market dynamics.
OOH and ecology: how to care for the environment while advertising outdoors?
Both Millennials and Generation Z closely examine companies' actions and their impact on the environment. Consumers expect companies to support environmental protection efforts and actively work towards preserving nature. This expectation extends not only to the products but also to marketing activities. In this article, we will guide you on how you can care for the environment while using OOH advertising.
Podcasts: everything worth knowing🎧
During walks, public transport commutes, or at home while cleaning or cooking. These are the three most commonly suggested circumstances for listening to podcasts. With each passing day, new audio shows emerge, delivering knowledge on various topics in an engaging and straightforward manner. In this article, you will read about what podcasts are, the benefits they bring to companies, and how to use them to promote your brand.
Ideas for Winter Billboard Advertising
Creating captivating and effective billboard advertising during the winter season is both a challenge and an opportunity for brands. The cold weather, shorter days, and festive atmosphere provide unique elements that can be leveraged to create impactful and memorable advertising. Below, we delve into various creative strategies and design ideas for winter billboard advertising.
Frequently Asked Questions
Outdoor advertising in Poland follows several pricing models depending on format and location. Traditional billboards typically operate on 2-4 week cycles with costs ranging from 2,000-15,000 PLN per period depending on location category. Premium city centre positions command premium rates, while secondary routes offer more economical options.
Digital formats generally use impression-based pricing (cost per thousand views) or time-slot systems. Most providers offer discounts for longer campaign durations and multi-location packages.
Production requirements vary by format. Standard billboards typically require 150 DPI resolution at a 1:10 scale. Digital formats accept common video formats but often require adaptation to non-standard aspect ratios. Consider Poland’s climate when selecting materials — vinyl installations during winter months require special cold-weather adhesives.
Yes, it does. Poland experiences distinct seasonal patterns affecting both audience movement and receptivity. Summer months (June-August) see increased outdoor activity and tourism, particularly in urban centres and coastal areas. Winter campaigns face reduced daylight hours but benefit from illuminated displays commanding greater attention.
While traditional OOH offers broad reach, sophisticated targeting is possible through strategic placement. Business professionals can be reached through campaigns concentrated in office districts and premium transport routes. Youth audiences cluster around universities, entertainment venues, and specific retail environments.