10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
A method for comparing two versions of an element, such as a headline, creative, CTA, or email subject line, on comparable groups of recipients. The goal is to determine which version performs better against a predefined KPI.
Why it matters
Replaces subjective opinion with data: two variants, comparable groups, one metric. The winner is the one that actually performs better — not the one that was favored in a meeting.
What's missing without it
Without testing, decisions about headlines and creatives are made based on gut feeling — and intuition in these matters is often wrong, more often than the industry is willing to admit.
When it is used
For email subject lines, headlines, ad creatives, and landing pages — one variable at a time.
How we use it
CMS tests two newsletter subject lines and sends the winning variant to the remaining audience.
Numbers worth knowing
Marketing in data
77 500 000 000
Liczba odsłon reklam online w Polsce w lipcu 2026
Gemius08/2026Poland
83%
Od lipca 2024 do czerwca 2026 wskaźnik zgłoszeń reklam oszukańczych spadł w Polsce o 83%.
Meta09/2026Poland
Figures from the same field — collected in our market data base.