Multi-Sensory Multiplier

The strength of senses

Global is the UK’s largest radio and outdoor media company, operating at the intersection of two powerful senses: sound (through radio and podcasts) and sight (through billboards). 

For years, we’ve measured their impact in isolation. From this we know their individual effectiveness across the funnel reflects both behavioural patterns and human biology. We are constantly receptive to audio and instinctively attracted to visual stimuli. 

But what is the combined effect of sight and sound?

What happens when people experience audio and outdoor advertising together?

It’s widely agreed that multiple channels are better than one. But, in a world full of multiple media opportunities, understanding how they work together is increasingly critical to making campaigns work harder and maximising return on investment.

A first-of-its-kind study

To explore this, we commissioned a first-of-its-kind lab study, surveying 7,000 people in the UK for the largest multi-sensory media research project ever conducted. And the findings revealed brand-new insight into the power of multi-sensory advertising – leading us to define what we now call the Multi-Sensory Multiplier.

The results

Independently, both audio and outdoor deliver strong uplifts across key metrics. In combination, their positive effects are consistently amplified.

Across categories, dual exposure generated uplifts at every stage of the funnel:

The results demonstrate that combining audio and outdoor does more than extend reach. It strengthens awareness, perception, consideration and action across categories and purchase behaviour by creating richer memories. For brands looking for growth in competitive markets, that kind of memory-building matters.

Get in touch

At Global, we believe the most effective campaigns are those that connect brands with people – people who see, hear, feel and respond in complex ways. Planning sight and sound together is more than a tactical media choice, it’s a smart and strategic way to build brands, and the results show that it really delivers.

You can find the full research report HERE and please get in touch if you’d like to hear, and see, more! 

Magnum took a multi-sensory approach for its ‘Nothing Cracks Like a Magnum’ campaign, combining radio and digital out-of-home ads using innovative synchronisation technology