Curious Nation

BTL marketing spend is increasing. But confidence in measurement is at an all-time low. That's a problem. Marketers are leaning on AI to solve the measurement gap. Nearly 7 in 10 expect it to reshape reporting – and radically change how effectiveness is understood.

BTL (below-the-line) marketing used to mean sampling and shopper promotions. Today it’s pop-ups, retail theatre, live moments, and digital extensions. But the biggest barrier? How brands measure it. Explore what BTL really looks like in 2025 – and why the industry is rethinking effectiveness.

BTL works because people feel it. But proving its impact? That’s still where most teams struggle. Our exploration of BTL marketing examines the concept, but also shows why emotion and evidence need to come together – and what high-performing teams are doing differently.

BTL (below-the-line) marketing is where brands stop broadcasting and start connecting. Pop-ups, sampling, retail theatre, live experiences, and the digital moments that extend them. If you want to understand what BTL is, why it matters now more than ever, and why measuring it is still so tough, this explainer breaks it down simply.

Marketers are investing more in activations than ever – but confidence in measuring ROI has never been lower. Our report reveals where the gaps are, and what can be done to fill them. Spoiler alert: curiosity is a powerful tool.

Ready for a shocking stat? Only 2% of marketers feel confident measuring activation ROI 😵💫 Experiential spend is rising fast, yet it remains the hardest channel to measure. The data shows a widening paradox – and the implications for brand investment in 2025.