New benchmark analysis from On Device reveals media channels are playing increasingly distinct roles across the marketing funnel, with consideration now emerging as the most difficult metric to influence. Analysing 650 passively measured brand lift studies using real-world exposure data across digital video, digital audio, digital display, TV and out-of-home (OOH), the report found significant differences in how channels perform across awareness, consideration, and intent. 

Key findings 

● Brand awareness remains achievable, but converting awareness into active brand consideration is becoming increasingly difficult across all media channels. 

● Digital video delivered the highest uplift in consideration, increasing it by 0.9 percentage points, followed by OOH with a 0.7 percentage point uplift. 

● Digital display generated the strongest awareness uplift, increasing brand awareness by 3.8 percentage points, reinforcing its role as a scalable reach driver. Despite its awareness performance, digital display showed no measurable impact on purchase intent. 

● OOH emerged as the strongest lower-funnel channel, delivering a 1.7 percentage point uplift in intent and was the only measured channel to drive significant results across both awareness and intent. 

The findings suggest advertisers can no longer rely on individual channels to deliver full-funnel performance. They also raise questions about whether traditional approaches to effectiveness measurement are keeping pace with modern media strategies. 

"Our benchmark data shows that the traditional idea of the marketing funnel is becoming far less predictable," said Alistair Hill, CEO at On Device. "Awareness remains relatively easy to achieve at scale, but influencing genuine consumer consideration is becoming much harder. At the same time, the relationship between channels and outcomes is becoming far more nuanced, which means advertisers need to think much more carefully about how media works together."

"OOH is still often treated as a broad-reach awareness channel, but our data suggests it’s now playing a much bigger role in driving intent than many planners assume. Equally, channels that are highly effective at driving awareness are not necessarily influencing lower-funnel outcomes in the same way."

The findings also reinforce the growing importance of channel combinations in media planning. According to the report, the most effective campaigns increasingly combine scalable digital foundations with complementary channels such as TV and OOH to drive stronger full-funnel performance. 

"Measurement quality matters more than ever in increasingly complex media environments," added Hill. "The assumption that one channel can deliver across the entire funnel is becoming increasingly difficult to defend. Advertisers who understand the distinct role each channel plays, and plan accordingly, will get significantly more from their media budgets." 

The full report, The State of Brand Lift in 2026, is available to download here

^Methodology 

^{The benchmark analysis is based on 650 passively measured Brand Lift studies conducted by On Device across Digital Display, Digital Video, Digital Audio, TV and OOH campaigns between January 2025 and March 2026. All studies used equivalent passive exposure methodologies and balanced comparison groups across FMCG, retail and travel categories to ensure comparable results.}

On Device

On Device is a Brand Lift Measurement company on a mission to measure and enhance advertising effectiveness. We’re trusted by advertisers, agencies, and ad techs to reveal the truth about campaign performance. Delivering the highest quality measure...

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