Media in brief
October 31, 2013
Amazon Enters Poland
Online retail giant Amazon has announced plans to open five logistics centers in Central Europe. Two will be located in the Czech Republic and three in western Poland, near the cities of Wroc³aw and Poznań. The new centers are expected to take over some of the tasks of their German counterparts and handle the shipment of goods across Western Europe. Each center will be around 100,000 square meters in area and cost about 50-60 million euros to build.
Altogether, Amazon’s logistics centers in Poland will create 6,000 jobs.
Slower Internet Still the Norm
Sixty-seven percent of households in Poland have broadband internet access, more than half of them through a fixed line connection, according to a report entitled Social Diagnosis 2013 by sociologists Janusz Czapiński and Tomasz Panek.
Seventy-six percent of respondents say they have internet access at home, 5 percentage points more than in 2011.
However, the lack of universal broadband internet access, which allows quick downloading of data, is still a problem. Links with a capacity of 2 to 6 Mb/s are still the most popular, and only 3.9 percent of telecommunications operators’ customers have links with speeds of over 60 Mb/s.
Confirming previous conclusions, the Social Diagnosis 2013 report found that the internet is the most popular among high school and university students. Interestingly, a growing number of farmers are going online, though still less than 50 percent.
Not everyone who has a computer and internet access at home actually goes online, the study found: 14.9 percent of those aged over 16 do not surf the net even though they live in households where there is a computer with internet access.
New Mag for Children
A new monthly magazine for children entitled Pszczó³ka Maja (Maya the Bee) has appeared on the Polish market. Targeted at children aged 4 to 6, it is published by Egmont Poland. The magazine offers brainteasers, coloring pages, posters, information about nature, puzzles and comics about the adventures of Maya and Willy the Bee.
The magazine is being advertised in a campaign on television (Boomerang, MiniMini+, Disney Channel, Polsat JimJam, Disney Junior, TV Puls, and Puls 2 channels) as well as on the internet, in the Multikino cinema chain and in newsagents (Inmedio and Relay outlets), in addition to Egmont’s own media outlets. The ad campaign has been created by the Republika Zielonej Papryki agency.
VOD Market Grows
Roughly half of internet users in Poland watch movies and TV series online. One in five uses video on demand (VOD) services every day, according to a survey by market researcher GfK Polonia commissioned by the Atmedia advertising agency.
Video on demand systems, which allow viewers to watch movies, TV series and other content on the internet at any time, are increasingly popular in Poland. The biggest VOD market players in this country are Ipla, the VOD TVP.pl service, TVN Player and Kinoplex. According to a survey carried out last year by the Mindshare marketing and advertising agency, VOD services offering longer forms of video—movies and TV series—are more popular in Poland than in Spain, France or Germany.
The number of active viewers is growing quickly. Almost 40 percent of respondents say they watch video on demand at least three times a week. According to Wojciech Kowalczyk, head of marketing at Atmedia, such figures have attracted the attention of advertisers.
Last year, the Polish VOD advertising market was worth an estimated zl.70 million. According to Atmedia, this year the market could grow to zl.100 million, and thus catch up with or outperform the cinema advertising market in terms of value. Last year, the cinema ad market was worth zl.112 million. According to the Starlink advertising agency, in the first half of this year, the cinema ad market shrank by 8 percent to zl.46 million. Meanwhile, the outlook for the VOD advertising market is even more optimistic for next year, when, according to some estimates, it could grow to be worth zl.140-150 million.
The GfK Polonia survey found that the increase in the number of regular users has been accompanied by the growing acceptance of ads in video services—on condition that VOD content is available for free. The number of internet users ready to accept ads in these circumstances has increased by almost 30 percent—from 56 to 73 percent—compared with last year.