Media houses in Poland: segment of growing importance

Vadim Makarenko

Advertisers' future will depend on how effectively they fight for consumers' attention. Impactful exposition of a product will become much more difficult than today, because media develop quantitatively. A number of the daily information attacking consumer is getting bigger day by day. People are getting busier and media consumption takes more and more time. Then planning an advertising campaign takes lots of sophisticated knowledge and skills, which media houses exactly have. According to reasons mentioned aboye, media planning became a separate industry, operating with separate accounts of ks clients. The first media house in Poland was established in 1991. There are circa 30 media houses on lists made by „Media i Marketing Polska” for 2001. Media planning expenditures grow consequently, because promotion of products is accompanied by tougher conditions. Internet and other digital technologies deyelopment complicate media landscape. In addition, media houses role will get more important amid an economic slump, when vast majority of companies slash ad expenditures. Advertisers demand growing effectiyeness of a media-buying and higher discounts execution in a recessive period. All of that pushed media houses to a wave of consolidation and creating of negotiation houses, like Magna Global Polska. Big accounts operated by media houses give them a growing impact on media content. Advertising more often leaks in information message

KEYWORDS

advertising, media, agencies, media houses, advertising holdings, media planning