10,6%
Rynek reklamy online w Polsce wzrósł o 10,6% w pierwszym kwartale 2026 roku.
IAB Polska/PwC01/2026Poland
Evidence or credible justification for a brand’s promise, such as a study, certificate, ingredient, test result, expert opinion, or outcome. RTB strengthens the marketing message and reduces empty declarative claims.
Why it matters
Provides a solid foundation for the brand’s promise: research, certification, results, or expert opinion. Declarations are common in advertising — credible evidence sets you apart.
What's missing without it
A promise without evidence sounds like any other ad — the audience has heard a thousand times that something is 'the best'.
When it is used
In communication of advantages: next to every key promise, include its justification.
How we use it
Product description links the promise with RTB: a certificate, test result, or specific technology.
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.