The first benchmarking study examining how below-the-line (BTL) marketing activations are measured and valued in Australia and New Zealand has been launched, as marketers face growing pressure to demonstrate return on investment.
Millions are invested annually into activations including sampling, sponsorship, retail theatre, events and digital extensions. Yet the industry remains fragmented in how results are assessed, with different teams applying different metrics, making it difficult to compare outcomes or build long-term learnings.
The new Activation Effectiveness Barometer, developed by brand activation agency Curious Nation, aims to provide consistency by capturing marketer perspectives across both countries. The study highlights areas of confidence, identifies pain points, and seeks to establish a common measurement language for activations.
Meredith Cranmer, co-founder and managing director of Curious Nation, said: “For too long activation has been undervalued because it hasn’t spoken the same measurement language as other parts of the marketing mix. The Activation Effectiveness Barometer is about changing that narrative, giving marketers concrete evidence and a benchmark they can use to prove impact and drive better decisions.”
The survey is open to CMOs, marketers, brand managers, shopper marketers, sponsorship managers and retail teams running on-the-ground activations. It will cover BTL disciplines such as sampling, retail media and in-store activation, sponsorship, PR and earned media, events and experiential marketing, digital and social amplification, direct marketing, and influencer and creator partnerships.
Conducted independently on the Ideally platform, the survey ensures confidentiality and objectivity. Results will be released later this year, with the Barometer set to become an annual benchmark for the industry.
Marketers across Australia and New Zealand are now invited to participate in the inaugural study, which can be answered here.
Top image: Meredith Cranmer