Toluna research reveals how the most effective campaigns convert attention into action.
Drawing on lift analysis from more than 400 campaigns across global markets and categories, this whitepaper explores what separates campaigns that simply generate reach from those that create meaningful brand movement and commercial impact.
Introduction
Marketing effectiveness has never been under greater scrutiny. As budgets come under pressure and expectations continue to rise, marketers are being asked to do more than deliver impressions and awareness. They need to demonstrate real business impact.
Yet while scale remains essential, reach alone doesn’t guarantee success.
In this new whitepaper, Toluna examines the factors that turn visibility into influence and influence into choice. Using learnings from over 400 campaign evaluations conducted since 2023, we explore which metrics matter most, why consideration deserves more attention, and how brands can balance scale with substance to generate stronger outcomes.
What You’ll Learn
Why scale is necessary but not sufficient for campaign success
What realistic campaign lifts actually look like for awareness, consideration and preference
Why consideration is often the most practical KPI for measuring campaign effectiveness
How salience and substance work together to drive brand growth
Real-world examples from brands including Dove, Snickers, Cruzcampo and Coke Zero
Practical recommendations to strengthen future campaign performance
Key Insight
The strongest campaigns don’t just reach more people. They move more people.
Small gains in awareness signal meaningful cut-through. Consideration reveals whether attention is turning into choice. Together, these indicators provide a more complete view of campaign effectiveness than reach metrics alone.
Download the whitepaper
Discover how leading brands are turning attention into action and building more effective campaigns.
