of consumers say they like brand experiences, compared with 48% for traditional advertising.1
Why MXP?
Experiential builds brands. Proving it is the hard part.
Brands keep investing in live experiences because people respond to them. But when budgets are reviewed, experiential is one of the hardest investments to defend. We started Measured Experiential to close that gap.
The opportunity69% 56%
People respond to experiences more than to ads.
say they feel an emotional connection to a brand through experiences, compared with 16% through traditional advertising.
The problem01 02 03
Most experiential work is judged on the wrong evidence.
Counted, not measured
Attendance, scans and impressions tell you how many people showed up. They don't tell you whether anyone left thinking differently about the brand.
Goals arrive after the design
By the time someone asks how success will be judged, the space, the story and the budget are already set. Measurement ends up working around the experience instead of being built into it.
The impact outlives the event
A great experience keeps working after the doors close, as people recall it, retell it and act on it. A single snapshot taken on the day can't capture that.
"An experience deserves measurement built for experiences."
— Joe Ronalter, Co-Founder, Measured Experiential
1 Source: 2023 study by Reach3 Insights and The Keller Advisory Group, cited in "Best Practices for Measuring Experiential Brand Activations," Greenbook, February 2024