The media landscape is constantly changing and so is media effectiveness. Our latest benchmark data reveals Brand Lift performance throughout the funnel, offering a clear view of how brand advertising is working in 2026.

We hope these findings help brands and marketers make more informed planning decisions by understanding the unique strengths of each channel. We’ve also included commentary from On Device’s research team, providing important context to the results.

We’ve used five media channel groupings: Digital Video, Digital Audio, Digital Display, TV, and OOH. While our full Brand Lift scorecard typically contains seven brand funnel metrics, for this report we’ve included to the three metrics that really matter: Awareness, Consideration and Intent.

Our benchmark data also allows us to model a prediction of campaign effectiveness for cross-media campaigns. The average cross-media campaign we measure uses three of our channel groups, so we’ve modelled the collective impact of each combination of three channels.