Marketing claims are easy. Evidence is rare.

Every platform promises performance. But few invite scrutiny—and fewer still pass the test. In 2025, Props underwent independent analysis from five of the most respected firms in marketing measurement: Analytic Partners, Trust Insights, Dynata, Meta, and additional whitepaper validation. The results spanned methodologies—mix modeling, attribution, brand lift, creative testing, and synergy analysis. Props didn’t just perform well. It ranked at or near the top in every model.

This is not a case study. It’s a validation exercise. And it leaves little room for debate.
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1. Marketing Mix Modeling (Analytic Partners)

Incremental impact. Scaled spend. No efficiency loss.

In Q4 2024, Props increased spend by 717%—and still improved performance. It drove a 59.8% increase in incremental customers while maintaining top-tier efficiency. In insurance, it remained one of the most cost-effective channels, improving policy efficiency by 21% even as media costs rose.

“Props drove Membership acquisition with heavy YoY investment increases despite overall CPM increases.” — Analytic Partners

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2. Machine Learning Attribution (Trust Insights)

Second only to Google Organic. The top paid channel, bar none.

Across a 215-variable machine learning model that included every major digital and offline tactic—search, CRM, CTV, direct mail—Props impressions ranked second overall, and first among all paid media. It wasn’t a niche contributor. It was a primary driver.

“Props Impressions were a top driver of new member acquisition in a model designed to measure both online and offline marketing outcomes.” — Trust Insights

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3. Brand Lift (Dynata)

Double the norm in recall. Measurable lifts in favorability and intent.

Dynata’s controlled study tested Props-led content for brand impact. The outcome:

• +14.5% Ad Recall (vs. 6% benchmark)
• +7.2% Action Intent (vs. 2.2%)
• +10-point lift in Brand Favorability
• Highest-scoring value perception across test cells

“Props creator-led campaigns outperformed industry norms in both ad recall and action intent.” — Dynata

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4. Media Synergy (Analytic Partners)

Props doesn’t just perform—it improves other channels.

When Props is added to the media mix, surrounding channels get more efficient:

• +30% lift for CTV
• +29% for Online Video
• +29% for Paid Social

It functions not just as a contributor, but as a force multiplier.

“The presence of Props in the mix is correlated with increased efficiency across multiple digital channels.” — Analytic Partners

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5. Creative Testing & Performance Analysis (Meta)

The stories convert. The format matters. The creators matter more.

Props’ content insights show a clear hierarchy:

• Non-branded stories lowered CAC by 9%
• Video outperformed static by 24%
• People-focused imagery beat landscape by 35%
• Expert creators outperformed branded ads by up to 56%

This is not a style preference. It is a performance pattern.

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One Method Might Be an Opinion. Five Is a Verdict.

Every methodology told a slightly different story—but they all arrived at the same conclusion: Props is a top-tier driver of measurable outcomes.

Not impressions. Not engagement. Customers. Policies. Conversions. CPA. Efficiency.

In a media landscape bloated with unverified claims and manufactured metrics, this report is rare. It’s not a pitch. It’s proof.