Activation Effectiveness Barometer
The Activation Effectiveness Barometer 2025
In 2025, below-the-line marketing is booming — from pop-ups and sponsorships to retail theatre and digital activations. Yet for all the investment, one question remains unanswered: what really works?
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Developed by Curious Nation in partnership with Ideally, the Activation Effectiveness Barometer is the first benchmark study measuring how BTL marketing is valued, tracked, and optimised across Australia and New Zealand.
Activation sits where creativity meets commerce — but measurement hasn’t caught up. This benchmark helps CMOs, brand leaders, and agencies move from fragmented metrics to a shared language of effectiveness.
Discover how your peers are tackling attribution, integrating AI, and designing activations that deliver both emotion and evidence.
This free report reveals the stark reality behind the spend — and how leading marketers are closing the gap between belief and proof.
What you’ll learn:
Only 2% of marketers feel very confident measuring ROI from their activations — and just 5% for brand impact.
Over a third admit their metrics are inconsistent across teams, limiting their ability to prove long-term value.
43% plan to increase experiential investment next year, even as it remains the hardest channel to measure.
Nearly 7 in 10 marketers expect AI to enhance measurement and reporting, reshaping how activations are evaluated.
Curious to know what separates belief from proof?
Download your free copy of the Activation Effectiveness Barometer 2025 below, and uncover how leading brands are turning creative impact into measurable results.