Captivate Doesn’t Just Spark Awareness. It Drives Full Funnel Lift

For marketers, awareness is important. But awareness alone is rarely the goal. 

The real challenge is moving consumers through the funnel, from recognizing a brand to considering it, engaging with it, and ultimately taking action. 

That’s where Captivate stands apart. 

A review of 250 Captivate | OFFICE PULSE custom brand studies conducted in partnership with Alida reveals a consistent theme: Captivate doesn’t simply create visibility. It moves audiences from awareness to consideration, with measurable impact at every stage of the customer journey.  

Driving Lift Across the Entire Funnel 

Brand marketers often see diminishing returns as consumers move deeper into the funnel. Awareness is usually the easiest metric to influence, while consideration remains one of the hardest. 

Captivate’s results tell a different story. Across measured campaigns, median brand lift reached:

• Awareness Lift: +21%
• Familiarity Lift: +16%
• Favorability Lift: +26%
• Consideration Lift: +31%

Perhaps the most impressive finding is that lift doesn’t disappear further down the funnel. In fact, consideration, often the most difficult stage to move, generated the strongest gains of all.  

For advertisers, that means Captivate isn’t simply helping people notice your brand. It’s driving them closer to choosing it in meaningful and measurable ways. 

The Results Behind the Reach

The median results are compelling. But they become even more meaningful when viewed through the lens of individual campaigns. 

Across categories, recent Captivate campaigns generated measurable gains at every stage of the funnel. The results demonstrate that Captivate moves brand impact well beyond visibility, delivering meaningful movement where it matters most. 

	B2B Software	B2B Technology	Restaurant/QSR
Awareness	+20%	+18%	+24%
Familiarity	+36%	+46%	+143%
Favorability	+45%	+55%	+103%
Consideration	+34%	+130%	+86%

Based on recent Captivate brand studies across software, technology, and QSR categories. [Office Pulse & Alida Studies, 2025]

Across all three campaigns, positive lift extended beyond awareness to deeper-funnel metrics that are often more difficult to influence. The result is a consistent pattern: audiences don’t just notice the advertising, they become more familiar with brands, more favorable toward them, and more likely to consider them.  

Consistent Results at Scale

Strong results are good but consistent results across hundreds of campaigns are even better. The findings within this report are based on 10 years of measurement including 250 U.S. client studies across 147 brands totaling over 16 billion impressions.

More importantly, positive lift wasn’t limited to a handful of standout campaigns. More than 8 in 10 brand studies delivered positive brand lift at every stage measured: 

SHARE OF MEASURED CAMPAIGNS SHOWING POSITIVE LIFT (post vs. pre-campaign baseline):

• Awareness Lift: 86% of campaigns
• Familiarity Lift: 84% of campaigns
• Favorability Lift: 85% of campaigns
• Consideration Lift: 88% of campaigns

In a media environment where predictability matters as much as performance, those results demonstrate the reliability advertisers need when making investment decisions.

From Exposure to Engagement 

Brand lift is only part of the story. Captivate’s audience doesn’t just remember campaigns. They respond to them. 

Among surveyed audiences:

• 38% Recalled seeing the ad
• 48% Described the advertising as effective
• 44% Took action after exposure, including visiting a website, researching a brand, sharing information, or making a purchase.

That final number is particularly significant. Nearly half of engaged viewers didn’t stop at awareness. They took the next step. 

For advertisers focused on measurable outcomes, that’s the difference between a campaign being seen and a campaign making an impact.

Why Captivate Works

Captivate reaches audiences in long-dwell, high-attention moments, when screens are visible, distractions are limited, and consumers are receptive. 

These screen-forward moments create an environment where messaging isn’t just delivered. It’s absorbed. 

The result is a media experience that consistently moves audiences from awareness to action, delivering measurable brand growth across the entire funnel.  

The Bottom Line

The data is clear:

• Brand lift increases from awareness through consideration
• More than 8 in 10 campaigns generate positive lift
• Nearly half of exposed audiences take action
• Results are backed by a decade of measurement across hundreds of studies

For marketers looking for more than impressions, Captivate delivers what matters most: meaningful movement at all stages along the path to purchase. 

Because the best campaigns don’t just get noticed. They get results.