4,7%
najwyższy udział w rankingu wydatków TV; Media Expert 2,9%, Rossmann 2,6%, gemiusAdReal, sierpień 2026
Gemius09/2026Poland
Channels and platforms through which communication reaches audiences: internet, print, television, radio, outdoor, podcasts, newsletters, and social media. In marketing, media also refers to the purchase and planning of ad placements.
Why it matters
This is the marketer’s playing field: choosing the right channels determines whether the message reaches the right people at a reasonable cost. Media is also an expense — often the largest item in a campaign budget.
What's missing without it
A great creative in the wrong media is a message sent nowhere — it reaches the wrong people, at the wrong time, and at too high a cost.
When it is used
In every campaign planning: selecting channels based on target audience, objective, and budget.
How we use it
The campaign module assigns creatives to channels: social media, display, print, radio, and TV.
Numbers worth knowing
Media in data
3 000 000 000
zasięg 80,3% Polaków w wieku 7–75 lat; różnica ok. 13 mln kontaktów wobec Media Expert, gemiusAdReal, sierpień 2026
Gemius09/2026Poland
28%
Kantar Experience Impact pokazuje, że płatne media budują 28% wartości marki, a pozostałe 71% powstaje w doświadczeniach, które marka posiada i które zdobywa
Kantar10/2026global
75%
Kantar Media Reactions 2026, badanie wśród ponad 800 senior marketerów, plany na 2027 rok
Kantar2026global