AUCKLAND, Today: Marketers are under growing pressure to prove returns, and now there’s a new tool to help. The first benchmarking study across Australia and New Zealand looks at how below-the-line (BTL) activations are measured, valued, and prioritised.
Every year millions go into sampling, sponsorships, events, retail theatre, and digital extensions. Yet measuring success is still inconsistent. With each team using different methods, results can’t be compared or combined to show true brand impact.
Curious Nation has launched the Activation Effectiveness Barometer to change that. It gathers marketer perspectives across both countries, exposing pain points and creating a common language for measuring 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.” – Meredith Cranmer, co-founder and managing director of Curious Nation
“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.
“This is about moving beyond ambiguous KPI metrics to finally demonstrate the real power of activation and areas where the industry can improve.”
The barometer is open to CMOs, brand managers, shopper marketers, sponsorship managers, and retail teams. It spans sampling, retail media, in-store activations, sponsorships, events, PR, digital, influencer work, and social amplification.
Run independently on the Ideally platform, the survey ensures confidentiality and credibility. It will become an annual benchmark, offering marketers a consistent way to compare results and grow their activations’ effectiveness.
Marketers across both markets are invited to participate and have their say. The survey is live now, with findings set to be released later this year.
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