Advertising services
Advertising services we plan and buy
We plan and buy media. We do not produce creative, and we do not run a design studio. Everything on this page is a buying or planning service, priced per campaign or per retainer depending on scope.
Which service fits your campaign
Eight services. Each row says what it buys, and who it usually suits.
Media planning and strategy
Your brief becomes a written plan: audience, channels, budget split, timing, measurement — including which channels to leave out.
Buys: A plan you can act on
Fit: First step for any campaign
Search advertising
Demand that already exists. Keyword structure, match types, ad copy, landing page relevance, negative keyword hygiene.
Buys: Clicks on live queries
Fit: Finance, telecom, e-commerce
Display advertising
Banner and rich-media placements bought directly or through programmatic platforms. Format selection, placement lists, frequency caps, viewability checks.
Buys: Reach at low cost
Fit: Recognition before conversion
Video advertising
Pre-roll, mid-roll, in-feed and vertical short-form. A fifteen-second cut and a six-second cut do different jobs, so length is planned, not defaulted.
Buys: Attention over time
Fit: Brands moving budget off TV
Social media advertising
Awareness and direct response on the same platforms. Retargeting audiences, lookalike expansion and creator-led formats, reported separately from the rest of the mix.
Buys: Reach and responses
Fit: Most consumer campaigns
Programmatic buying
Automated purchase of digital inventory for audience targeting, frequency control and inventory direct deals cannot reach. Needs placement lists and exclusion rules to stay disciplined.
Buys: Scaled display and video
Fit: Large reach targets
Classic and local media
Local radio, regional press, outdoor and cinema. Bought where they beat digital on cost per contact for the audience in question.
Buys: Reach in a place
Fit: Regional and local advertisers
Campaign reporting
Every engagement ends in a report. We report on cost per acquisition rather than impressions alone, and we say plainly what the numbers can and cannot tell you.
Buys: Numbers you can check
Fit: Any campaign in flight
Read the list top to bottom and you have the whole service range — no hidden line items behind it.
What this covers
Planning and buying, nothing else
This page lists what we actually do for advertisers, so you can see which line matches your campaign before you get in touch. Our scope is deliberately narrow: we buy media and we plan it. That means one kind of advice, given without a stake in which platform wins.
Planning
Audience, channel mix, budget split, timing and measurement, written down before a single zloty is committed. The plan covers one campaign cycle or one quarter.
Buying
Search, display, video, social, programmatic and classic placements, bought on the platforms that carry the audience you need — including the ones we recommend leaving out.
Reporting
Cost per acquisition and the measurements behind it, delivered monthly on retainers and at the end of one-off buys. Written for someone who has to explain the spend.
What sits outside that line is just as clear: we do not produce video, design banners, write long-form copy or build websites. We do not sell our own ad inventory, so we have no reason to push one platform over another. We do not run affiliate schemes and we do not take payment for recommending a specific vendor. If your campaign needs creative production, we will say so and work alongside whoever supplies it. To see how the plan is built, the media planning process page walks through it step by step.
Search captures demand. Display creates it.
These two services are usually bought together, and they behave in opposite ways. Search appears in front of someone who has already typed what they want. Display appears in front of someone who has not, which is why it looks expensive when you judge it on clicks alone.
Search advertising
Someone types a query, your ad appears, and you pay for the click. The work is in keyword structure, match types, ad copy, landing page relevance and negative keyword hygiene. In Poland, search is competitive in finance, telecom, e-commerce and local services, which means cost per click varies widely by category. We build and manage campaigns on the major engines and report on cost per acquisition rather than impressions alone.
Display advertising
Banner and rich-media placements bought directly or through programmatic platforms. It is the cheapest way to buy reach online, and the easiest way to waste money if the placement list is not controlled. We handle format selection, placement lists, frequency caps and viewability checks. Display works best in a mix: it builds the recognition that search and social later convert. Run alone and measured only on clicks, it usually looks like a failure.
Video and social, planned for how people watch
Two services where the format and the platform decide the result more than the budget does. We set the length, the placement and the frequency before the buy goes live.
Video advertising
Reklama wideo is the format that has absorbed the most budget from television in recent years. It runs as pre-roll, mid-roll, in-feed and vertical short-form, and each placement has different completion behaviour. Creative length matters more than most advertisers expect: a fifteen-second cut and a six-second cut do different jobs. We plan video buys across streaming, online video and social platforms, and we set frequency targets so the same person is not hit twenty times in a week.
We plan the buy and set the frequency. The cut itself comes from your production team or an editor you already work with.
Social media advertising
Social platforms carry both awareness and direct response, which is why they sit in most plans. Campaign structure decides whether you pay for reach, engagement or a conversion, and the creative has to match the objective. Retargeting audiences, lookalike expansion and creator-led formats all live here. We manage social campaigns with attention to how the platform's auction behaves in Poland, and we report the results separately from the rest of the mix so the platform is not credited for work another channel did.
One objective per campaign keeps the reporting honest. Mixing awareness and conversion in a single campaign makes both numbers hard to read.
Programmatic buying
Programmatic buying is the automated purchase of digital inventory through ad platforms and trading desks. It was estimated at around 47% of the Polish online market in the commentary we follow, which makes it the default mechanism for scaled display and video buys. We use it for audience targeting, frequency control and access to inventory that direct deals cannot reach. It also requires discipline: without placement lists and exclusion rules, automated buying spends quickly and unevenly.
Placement lists
Named sites and apps only. Open exchanges without a list are where budgets leak.
Frequency control
A cap per person per week, so the budget buys new reach instead of repetition.
Exclusion rules
Categories and placements blocked before launch, not after the invoice arrives.
When local media beats digital
Digital does not cover everything. Local radio, regional press, outdoor and cinema still deliver reach in specific situations, particularly for regional advertisers and for campaigns tied to a physical location. We buy these placements where they beat digital on cost per contact for the audience in question.
Where it wins
For a Silesian retailer, a local radio burst can outperform a national display buy. The audience is already in the catchment area, the message lands inside a listening routine, and the cost per contact stays low enough to justify the format on its own. The channel comparison page sets out where each format wins and where it does not.
Radio and regional press
Bought in bursts tied to a promotion or a season, usually alongside a local digital buy rather than instead of one.
Outdoor and cinema
Chosen when the campaign is tied to a physical location or to an event where people are already gathered.
How we decide
The comparison is cost per contact against the same audience in digital, using the rates we can actually buy at. If digital is cheaper for the same reach, we say so and buy digital. The format is not the loyalty; the audience is.
How engagements are scoped
Small projects are scoped per campaign: a plan, a buy, a report. Ongoing work is scoped as a retainer covering planning, buying and monthly reporting. Fees are either a fixed amount or a percentage of media spend, agreed in writing before work starts.
Single campaign
One plan, one buy, one report. Best when you have a launch, a season or a test to run and you want the numbers back at the end of it. We write the plan so any buying team can execute it, not only ours. You keep the document.
Included
- A written media plan with audience, channels, budget split and timing
- Placement lists, frequency caps and exclusion rules
- An end-of-campaign report on cost per acquisition
Ongoing retainer
Planning, buying and monthly reporting as one continuous job. Suited to advertisers who run campaigns most of the year and want the mix adjusted as results come in. Reporting arrives on the same cycle every month, so the numbers are comparable from one period to the next.
Included
- Continuous planning and channel rebalancing
- All buys placed and managed on your behalf
- Monthly reporting on cost per acquisition
There are no performance guarantees attached, because media outcomes depend on factors outside any buyer's control. What is guaranteed is the plan and the reporting.
Questions before you send a brief
The answers below are the ones we give most often when an advertiser is deciding whether to work with us. If your question is not here, ask it directly and we will answer it before anything is scoped.
Can you plan a campaign without buying it?
Yes. The plan is written to stand on its own, with the audience, channel split, timing and measurement defined clearly enough for any buying team to execute. Some advertisers take the plan to their in-house team; others ask us to buy it. Both are normal, and the fee for the plan alone is agreed before we start.
Do you produce the ads as well?
No. We do not produce video, design banners, write long-form copy or build websites. If your campaign needs production, we will tell you early and work alongside the studio or freelancer you choose. What we do bring to that conversation is the format list: which sizes, lengths and ratios the placements actually require, so the production brief matches the buy instead of the other way round.
How are your fees charged?
Either a fixed amount for the scope or a percentage of media spend, whichever fits the engagement. Both are put in writing before work starts, including what falls outside the scope. We do not take payment for recommending a specific vendor and we do not run affiliate schemes, so the recommendation is the recommendation.
What do you need from us to start?
A short brief: what you sell, who you sell it to, the geography, the budget range and the period you want to cover. If you already run campaigns, the last few reports help, because they show what has been tried and at what cost. Nothing else is needed to produce a first plan, and the brief can be two paragraphs long.
Registered company
TELEKOMUNIKACJA AI Sp. z o.o.
ul. Warszawska 40, lok. 2A
40-008 Katowice, Poland
Monday to Friday, 9:00 AM – 6:00 PM
Send a campaign brief
Two paragraphs are enough to start: what you sell, who you sell it to, the geography, the budget range and the period you want to cover. We will come back with the service that fits and what it would take.
Go to the contact pageScope agreed in writing before work starts, on every engagement.
How we handle your brief