EC APPS Digital EC APPS Digital
EC APPS Digital · Warszawa

EC APPS plans and buys advertising campaigns

EC APPS SPÓŁKA Z OGRANICZONĄ ODPOWIEDZIALNOŚCIĄ is an advertising company registered in Warsaw, at ul. Hoża 86, lok. 410. We plan campaigns, buy media, produce creative and set up measurement for clients selling in Poland and abroad. This site explains what we do, how a project runs from the first brief to the final report, and where Polish market conditions shape the decisions we make.

Send us a campaign brief See the services we offer
ul. Hoża 86, lok. 410, 00-682 Warszawa Mon–Fri, 9:00–18:00 · +48 22 180 39 08
From brief to invoice

What we actually do between brief and invoice

A campaign is a sequence of decisions, not a single purchase. We start with the business goal: more qualified enquiries, a product launch, a seasonal push, or steady demand capture in search. From there we build a channel mix, agree a budget split, write the creative brief, and book inventory.

Media buying in Poland means working with local publishers, ad networks, retail media and outdoor operators, each with its own formats, lead times and reporting quirks. We handle that coordination so the client sees one plan and one set of numbers.

The sequence, in order
  1. 1 Business goal and success definition agreed in writing
  2. 2 Channel mix and budget split, with the channels we recommend against named
  3. 3 Creative brief, asset list and production schedule
  4. 4 Booking, launch, weekly checks and the monthly read
Client touchpoints One plan, one set of numbers
Search advertising

Why search is still where most performance budgets start

Search advertising remains the largest share of digital spend in the Polish market, and for good reason: it captures people who already have intent. Google Ads and Bing Ads both work on the same principle, matching a query to an ad and a landing page.

In practice the work is unglamorous. Keyword grouping, negative lists, match types, feed quality for retail, and landing pages that load fast on a phone. If your product page takes six seconds to open on mobile, no bidding strategy will rescue the campaign. We treat search as the baseline layer and build other channels on top of it.

Baseline layer Intent first, then reach

Programmatic, display and video in the same plan

Programmatic advertising covers the automated buying of display, video and native placements across publisher inventories. It gives reach quickly and lets us control frequency so the same person does not see the same banner twenty times a day. Display supports brand presence and retargeting; video carries longer messages and works well for launches. The catch is placement quality — cheap inventory exists, and it often sits on pages nobody reads. We maintain inclusion and exclusion lists, check viewability settings, and review placement reports rather than trusting a dashboard default.

Display Banners, native units Inclusion and exclusion lists, viewability thresholds, placement reports read line by line Presence
Video In-stream, out-stream Completion rate against the target range, mute-first first frame, sound-on share Message
Retargeting Audience pools Frequency cap, pool size, exclusion of customers who already purchased Return
Native Editorial-format units Publisher list approved before launch, blocklist maintained through the flight Reach
Placement quality Reviewed, not assumed
Digital out-of-home

Digital out-of-home and the Polish landscape resolution

Digital out-of-home puts screens in streets, malls, transport hubs and offices. It is strong for reach in a defined city and for formats that need movement or scale. What many advertisers learn late is that outdoor placement in Poland is governed locally: municipalities use a landscape resolution (uchwała krajobrazowa) to control signage and visual clutter, and it decides what can be installed and where.

Kraków is among the large cities that had adopted such a resolution by July 2026, which shapes which central-district sites are available. Warsaw is a live case: its earlier resolution was annulled, and a new draft entered the statutory consultation and opinion process on 31 July 2026, with public consultations planned next. For a campaign this means inventory lists change, so we confirm permits and site status before committing budget.

Digital advertising screens along a Warsaw shopping-centre concourse with shoppers passing
Permit status before budget Confirmed site by site

Reach and frequency, explained without the jargon

Reach is how many different people saw the campaign. Frequency is how many times each of them saw it. Both come from audience measurement, which in digital relies on cookies, device identifiers, panel data and platform-reported metrics, each with its own blind spots. In outdoor, measurement leans on traffic counts, mobility data and panel studies rather than click tracking. We set a target range for both numbers at planning stage, then check the delivery against it.

If frequency climbs and reach flattens, the creative is tired or the audience pool is too narrow. That is a signal to widen targeting or rotate the message — not to raise the budget on the same setup.

Targeting: who sees the campaign, and who should not

Targetowanie in Polish practice means combining several signals: geography, device, time of day, interest, search behaviour, first-party data from the client's own CRM, and increasingly retail media audiences built from purchase data.

Good targeting is mostly about exclusions. Existing customers who already bought should not see an acquisition offer. Job seekers should not see recruitment ads after the role is filled. We build those lists with the client at the start, because cleaning them later costs more than defining them once.

Built with the client

Creative production that fits the channel, not the other way round

Kreacja is where most plans either work or fall apart. A thirty-second brand film does not become a search ad by cutting it to fifteen seconds. We produce separate assets for search, display, social, video and DOOH, sized and written for how each one is actually consumed. We plan the asset list before production starts so nothing is retrofitted at the end.

Vertical digital screen glowing in a shopping centre with a passer-by in motion blur A few seconds, no sound

A DOOH screen in a shopping centre gets a few seconds and no sound. One idea, one legible frame, no dialogue to carry it.

Hands typing on a laptop at a desk with a blank page and coffee cup nearby One line, one headline

A search ad gets one line and a headline that must match the query, so the wording is written for the query, not for the brand film.

Video production setup with a camera on a tripod facing a plain studio backdrop Muted first frame

A video on a publisher site may play muted, so the first frame has to carry meaning before anyone reaches for the sound button.

Measurement

Measurement you can argue with

Reporting should let a client disagree with us using the same numbers. We set up conversion definitions, attribution windows and cost benchmarks before launch, then report against them consistently. Where platform data and analytics data differ, which they will, we say so rather than picking the flattering figure.

For brand campaigns we track reach, frequency and completion rates; for performance we track cost per acquisition, return on ad spend where retail data allows, and lead quality where the client can share CRM outcomes. The point is a shared definition, not a prettier chart.

Shared definitions Brand and performance, kept apart

How a project runs, week by week

A typical engagement opens with a brief and a discovery call, then a plan with channel split, budget, timeline and measurement setup. From there we run weekly checks on delivery and cost, and a monthly read on what moved. Nothing here is exotic. The value sits in doing the sequence in order and not skipping the boring parts, which is where most campaigns lose money.

Weeks 1

Brief, discovery call, plan with channel split, budget and timeline agreed.

Weeks 2–3

Production and tracking setup: pixels, conversion events, feed checks, creative delivery.

Launch

Final review of landing pages and audience definitions, then the campaign goes live.

Weekly

Delivery and cost checks every week, with a monthly read on what actually moved.

Agency meeting room at dusk with a blank whiteboard wall and notebooks on the table
Before the first call

What clients usually get wrong before they call us

Three patterns repeat. First, a budget spread so thin across channels that no single one reaches a useful volume. Second, tracking that counts every form submission as a lead, including spam and accidental clicks. Third, creative approved internally by people who are not the buyer. We can work with all three, but fixing them early is cheaper than rebuilding a campaign mid-flight. If you already have historical data, even messy data, bring it. It shortens the diagnosis considerably.

Working with a Warsaw agency on national and export campaigns

Warsaw is where a large share of media owners, agencies and media houses sit, which makes it a practical base for buying national campaigns. It is not the only hub. Kraków and Wrocław both host substantial agency communities, and company data regularly lists them among the largest Polish advertising-company hubs, often with digital, creative and ecommerce specialisations. The Polish agency market itself is fragmented: analysis of the sector counts over 41,000 businesses, mostly small firms alongside a few larger players. That means most agencies, including us, compete on specialisation and on how closely they work with a client, not on size.

Where Polish advertising agencies cluster and what that means for campaign buying
City What sits there Why it matters for buying
Warsaw Media owners, media houses, large agency offices Fast access to national inventory and direct negotiation with publishers
Kraków Digital, creative and ecommerce agency communities Useful partner network for southern campaigns and ecommerce work
Wrocław A substantial agency cluster, strong in digital production Reliable production capacity when a launch needs assets quickly
Rest of Poland Mostly small, specialised firms Local knowledge and narrower specialisms bought in per project
Market structure Fragmented, specialisation-led

Budgets, timelines and what changes them

Media budgets in Poland can start small, but several channels have practical floors. DOOH bookings usually run in weekly or monthly blocks and need production lead time. Video production has its own schedule. Search and programmatic can start quickly once tracking works. If a launch date is fixed, work backwards from it and accept that some channels will not be ready. If the date is flexible, a four to six week runway gives room to produce properly and test before the main push. We would rather tell you a channel does not fit the timeline than sell it and underdeliver.

Blank planning sheets fanned out on a studio desk with a marker and a phone face down
Planning runway Four to six weeks for a full launch

Questions clients ask before the first brief

If something is missing here, the Warsaw office answers on weekdays between 9:00 and 18:00.

Send us a campaign brief Look at campaign formats

Prefer to read first? Read our planning approach.

Do you work with clients outside Poland?

Yes. We plan and buy in Poland and run international campaigns where the client needs coordination across markets. English is our working language with international clients.

Which channels do you cover?

Search advertising on Google Ads and Bing Ads, programmatic display and video, paid social, retail media, digital out-of-home, and classic outdoor where the format still earns its place.

How long before a campaign goes live?

Search and programmatic can launch within days once tracking and creative are ready. Video production and DOOH bookings typically need several weeks of lead time.

Do you require a minimum budget?

We do not publish a fixed minimum, but some channels have practical floors set by their booking models. We will tell you honestly which channels make sense at your budget level.

Where is the company registered?

EC APPS SPÓŁKA Z OGRANICZONĄ ODPOWIEDZIALNOŚCIĄ, ul. Hoża 86, lok. 410, 00-682 Warszawa, Poland.

The Warsaw office

Talk to us where the buying happens

Bring a goal, a rough budget and whatever historical data you already have. We will tell you which channels fit, which do not, and what the first four weeks would look like before you commit to anything.

EC APPS SPÓŁKA Z OGRANICZONĄ ODPOWIEDZIALNOŚCIĄ