Poland becomes a hub for Mitgo’s dynamic growth – a year in review for the Warsaw office
In April last year, Mitgo (then Admitad) opened a Warsaw office to scale its business growth in the CEE region. Now, one year on, we want to summarise all the changes that have happened and mark the significance of the Polish team for the whole Mitgo family. Let’s relive this important year once more.
The numbers tell it all
Looking back at the stats from Admitad’s campaigns, we can see that the office opening was a crucial move for our business – one that had a significant impact on our overall performance. The YoY increase in the number of clicks in our campaigns was a staggering 205%, which speaks to the effectiveness of our new approach. The results we see are not just good news for the Mitgo brand – moving the business to Warsaw directly helped our advertisers and publishers by increasing their revenue streams by 42% and 17%, respectively. And to top it off, we now have 19% more active publishers, which proves our decision to invest in the CEE region was a successful one.
Mateusz Łukianiuk appointed Country Manager of Mitgo Poland
Mateusz joined Mitgo in March 2022 and right away he began creating his local dream team. Present in the e-commerce and affiliate industry for almost 15 years, he’d spent the previous seven years at one of the largest affiliate marketing networks, Awin, the last four of which as Managing Director for Central and Eastern Europe.
He also served as Managing Director of the e-commerce segment at Ringier Axel Springer Polska, the largest media group in Poland. There, he was responsible for the business development of a product portfolio that included Skąpiec, a price comparison engine, Lamoda, a marketplace, Opineo, an opinion service and Moneteasy, a content monetisation platform.
In his first months at Mitgo, he faced the challenging task of relocating employees from the neighbouring Ukrainian office. Before his arrival, the growth of Admitad in Poland was managed from the Kyiv office. Since the beginning of the conflict in Ukraine, Admitad Poland has played a crucial role in overtaking some of the affiliate marketing traffic which was popular in countries east of its borders. Now, with both employees from Ukraine and people who joined Admitad in Poland, we have more than 30 talents working together on the performance marketing of our customers’ businesses. Poland also became a hub for discovering IT talent, hired to perfect our products’ tech side.
Introducing new products to the market
Mitgo’s family of businesses is constantly growing. This is also true in Poland. In January 2023, we announced the creation of Mitgo – a mother company for Admitad and related products and services that connects a variety of performance marketing-related solutions. A month after, we celebrated the launch of native advertising company, Takeads – an entirely cookieless and privacy-first platform that brings a user-centric approach to native advertising. It is led from Poland by Paweł Mazurek.
Paweł is a well-known and respected marketing and advertising professional. For the last 20 years, Pawel has supported many companies through different stages in their development – from ideas phases to marketing strategies and global rollout in both EMEA and Eastern European markets. He has also served as a lecturer and supervisor for the Digital Marketing faculty at Lazarski University in Warsaw, having launched and supported the careers of many of his former students.
Uniting affiliate experts and growing partner marketing awareness
Noticing a big gap in market knowledge surrounding affiliate marketing, we joined the Chamber of Digital Economy in Poland to help build awareness and legislation around partner marketing. We’ve actively participated in the Performance Marketing group and were present at networking events, spreading the word about successful ways of executing marketing strategies in e-commerce and digital businesses.
Later, in September 2022, we held Admitad Expert, an event targeted at increasing affiliate marketing’s visibility in the market. It took place offline as there was a great need for spending time together and talking over a glass or two of prosecco. As our goal was to unify the affiliate market – many recently mentioned there were no open or on-site events related to affiliate marketing – we reopened the business post-pandemic! Clients seemed happy with the event and some of them managed to get new business deals within Admitad.
They’ve been talking about us!
Looking back at 2022 and the beginning of 2023, we managed to launch a PR presence on the market and gained some prominent media voices. Our reports and experts were featured and quoted 64 times! Once we were even quoted by the former Minister of the Economy and Deputy Prime Minister of Poland, Janusz Piechociński.
We scored a nomination at the Global Performance Marketing Awards for our use case from the Polish marketplace sector, and now we’re waiting for the results of three more Polish and international competitions.
Some of the publications we were featured in over the past few months include:
- Forbes, announcing Mitgo’s launch
- Business Insider, an interview with Mateusz Łukianiuk
- Paweł Mazurek joining our team was announced via Wirtualnemedia.pl, the second largest marketing and advertising media platform in Poland, counting a monthly coverage of 3M+
- Bankier.pl shared our Black Friday data with their 18 million visitors
Mitgo is stronger than ever
In 2022, our business in Poland was focussed solely on affiliate marketing, as the only product available for clients this year was the partner marketing network, Admitad. We noticed that affiliate marketing grew rapidly in popularity in 2022, with many enterprises investing significant budgets into this form of advertising. Admitad, with its strong position on the Polish market, has been at the forefront of this growth.
In the past year, we announced partnerships with high-profile companies such as HBO MAX, C&A and British Council. Our programs noted rapid growth, with clients investing in additional campaigns – like Revolut, which, after the success of its B2C program, launched a second one campaign to promote Revolut Business. These collaborations highlighted the increasing demand for affiliate marketing as a valuable tool for businesses of all sizes to drive revenue and grow their customer base.
This year, we have an additional plan of growing our clients’ businesses – with native advertising and coupon solutions, Takeads and Fairsavings.
We made necessary organisational changes in order to successfully serve growing customer demand, now having dedicated people handling our critical business segments of e-commerce and digital services. The position of Head of Admitad Partner Network Poland has been taken over by Anna Datsiuk, who is responsible for the overall development of the Admitad network in the Polish market.
What’s to come in 2023?
Becoming a significant player in the global technology market, Poland increases its number of startups and innovative companies yearly. We are using the undeniable leverage of this tech ecosystem to grow and introduce even more products into the Polish market this year.
Would you like to know more about Mitgo businesses and future plans? Come and visit us in Hamburg at OMR 2023, or drop us a line here.
Stay tuned for more news and updates coming your way soon!
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