EC APPS Digital EC APPS Digital

Work · campaign formats

EC APPS Digital · Warszawa

Campaign formats and channel mixes we work with

This page shows the kinds of campaigns EC APPS plans and buys, described by format and channel mix rather than by client name. It is meant to help you judge whether the shape of your project matches what we do regularly.

Send a campaign brief Read the formats below

ul. Hoża 86, lok. 410, 00-682 Warszawa · Monday to Friday, 9:00 AM – 6:00 PM

How to read this page

Formats first, names later

Most agency portfolios show finished work under a client logo. That tells you very little about whether we can run your project. So this page is organised the other way round: each entry below is a campaign format we plan and buy regularly, with the channel mix that usually carries it and the parts that most often decide whether it works.

Read the entries that resemble your project. If one of them matches, send a brief and we will tell you how we would structure it, what we would need from you, and where we think the risk sits. If none of them matches, we will say that too — a campaign run in the wrong format wastes budget before it wastes time.

Two colleagues annotating campaign line items on a shared desk in a Warsaw advertising office
Format 01 Search-led performance

Performance campaigns built on search

The most common starting point is a performance campaign where search carries the demand capture and other channels support it. Structure matters more than clever copy here: tight keyword groups, a negative list that is actually maintained, and landing pages that match the query. We pair this with programmatic retargeting so people who visited but did not convert see the offer again. Bing Ads often runs alongside Google Ads for desktop-heavy audiences.

Channel
Search, programmatic retargeting, Bing Ads
Decides
Keyword grouping, negative list upkeep, landing page match
Good fit
Demand already exists and you need to capture it
Two people checking product stock beside stacked cardboard boxes at an online shop's packing bench
Format 02 Feed-driven commerce

Ecommerce campaigns with feed-driven creative

For online shops we work with product feeds. Dynamic display and shopping ads pull the right product image, price and availability, so a person browsing one category does not see a banner for something they already bought. This format requires clean feed data: correct titles, categories, stock status and prices. Most ecommerce campaign failures we see start with a messy feed, not a bad bidding strategy.

Channel
Dynamic display, shopping ads, product feeds
Decides
Title, category, stock status and price accuracy in the feed
Good fit
A catalogue with enough depth to personalise against
Format 03 Reach and frequency

Brand campaigns with video and display reach

Brand work is judged on reach and frequency rather than cost per acquisition. We build video and display flights across publisher inventories with frequency caps, and measure completion rates and reach against the plan. These campaigns suit launches, seasonal moments and category positioning. The creative usually needs several versions because the same asset rarely performs equally across a news site, a video platform and a social feed.

Two people reviewing a brand campaign in a dim Warsaw video edit suite, screen turned away
Shoppers in a Polish shopping centre passing a large video wall showing an abstract colour field
Format 04 Digital out-of-home

Digital out-of-home in city locations

DOOH campaigns place screens in streets, shopping centres, offices and transport hubs. They suit messages that work in a few seconds with no sound, and they deliver strong reach within a defined city area. Planning depends on local rules. Kraków is among the major cities that had adopted a landscape resolution by July 2026, which affects which central locations are available. Warsaw's earlier resolution was annulled, and a new draft entered the statutory consultation and opinion process on 31 July 2026, with public consultations planned next, so inventory lists there are worth re-checking before booking.

Before we book outdoor space in a city whose rules are still moving, we confirm the current inventory position rather than working from a list compiled earlier in the year.

Pedestrians passing a glowing vertical digital screen on a Polish city corner at dusk

Work / retail media and seasonal flights

Two formats where the timing decides more than the budget

Retail media and seasonal flights are the two places clients most often arrive late, and both reward planning that starts earlier than the booking window suggests.

In-platform visibility

Backwards-planned peak dates

Normalised platform reporting

Format 05 Retail media

Retail media and marketplace placements

Retail media campaigns run inside retailer and marketplace environments where shoppers are already browsing products. Formats include sponsored product listings, banner placements on category pages and on-site search ads. They work well for visibility against competitors and for defending best-seller positions. Each platform reports differently, so we normalise the data before comparing performance across them.

Placements
Sponsored listings, category banners, on-site search
Reporting
Normalised across platforms before comparison
Format 06 Lead generation

Lead generation campaigns with quality checks

Lead generation is easy to measure badly. A form submission is not a lead if it is spam, a wrong number or a student collecting quotes. We set up validation where possible: phone verification, form quality rules, and exclusions for existing customers. Where the client shares CRM outcomes, we report on lead quality and not just volume, which usually changes which channel gets the next round of budget.

What we ask for before we quote a lead campaign

The definition

What counts as a qualified enquiry for you, and what your team will actually call back.

The filters

Which numbers, regions or job titles should be excluded before the budget is spent on them.

The follow-up

How quickly leads are contacted, because response time decides how much of the volume survives.

Three answers, one call

Usually 20–30 minutes

Format 07 · seasonal and promotional flights

Seasonal campaigns need a longer runway

Seasonal campaigns need a longer runway than most clients expect. Production, approvals and booking windows all consume time before the first impression. We plan backwards from the peak date and identify which channels can flex late and which cannot. Search and programmatic can adjust quickly; video production and outdoor bookings cannot. Knowing that difference prevents the usual panic in the final week.

Search Keyword plan, negatives and landing pages signed off Can move late
Programmatic Audience definition and retargeting rules in place Can move late
Video Script, shoot, edit and versioning rounds completed Needs a long lead
Outdoor City rules confirmed and site inventory booked Needs a long lead

Planning starts from the peak date

Working backwards

Format 08 · cross-border

Cross-border campaigns from Poland

Some clients run campaigns from Poland into other European markets. The work is similar in structure but different in detail: language versions, local search behaviour, local publisher inventory, and local consent requirements. We plan the shared elements once and localise the parts that genuinely differ, which keeps the cost of expansion reasonable.

Fog-softened Warsaw city rooftops at dawn seen from an upper-floor office window

Scoping

Not every project needs the full mix

Single channel

Some clients need only search management or only DOOH buying. We take that work, and we will say when one channel looks unlikely to reach the goal on its own.

Buying only

Clients who arrive with finished assets usually need media planning and buying alone. We work from the material you already have and tell you if a format needs another version.

Production as well

When the campaign needs new video, display or retail creative, we handle production with the same team that plans the media, so the versions match the placements.

Multi-market

Expansion into other European markets adds language, inventory and consent work. We scope those separately so you can see what the second market actually costs.

On client names and results

Why this page shows formats instead of logos

We describe formats and channel mixes publicly. Specific client work and results are shared in conversation where confidentiality allows. That is a real constraint, not modesty: most of our campaigns run under agreements that keep the numbers and the brand names out of public material.

So the useful question is not which logos we can show. It is whether the shape of your project matches one of the formats above, and whether you are comfortable with the working method behind it. That is a conversation we can have in detail.

See how we plan campaigns

Questions before a brief

Answers to the three we hear most

Can you show client names or results? Open

We describe formats and channel mixes publicly. Specific client work and results are shared in conversation where confidentiality allows. If a project is under an agreement that covers performance figures, we cannot put those figures on a public page, and we will tell you that before you ask twice.

Do you work on single-channel projects? Open

Yes. Some clients need only search management or only DOOH buying. We will say if a single channel is unlikely to reach the goal on its own, and in that case we would rather tell you before the budget is committed than after the first month of reporting.

Do you handle production as well as buying? Open

Both, or either. Some clients bring finished assets and only need media planning and buying. Others need video, display and retail creative built for the placements we have in mind. Either way the plan and the assets are handled by the same team, which is what keeps the versions aligned with the inventory.

Tell us the format and we will tell you the plan

Send a brief that names the campaign format, the market and the peak date if there is one. If you are not sure which format fits, describe the goal and we will suggest one. Either way you get a straight answer about whether the shape of the project matches what we do.

Send a campaign brief Ask about a specific format
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Contact the Warsaw office

EC APPS SPÓŁKA Z OGRANICZONĄ ODPOWIEDZIALNOŚCIĄ

ul. Hoża 86, lok. 410
00-682 Warszawa, Poland

Monday to Friday, 9:00 AM – 6:00 PM

[email protected]

+48 22 180 39 08

Formats described on this page

Eight