Adding radio and OOH lifted Meta CTR by 86% at stable spend
CaseBrand & Creativity
In a UK geo experiment, adding four weeks of radio to a stable Meta budget lifted Meta click-through rates by 29%; adding radio plus two weeks of out-of-home lifted them by 86%. Channels compound each other - the digital campaign performs better because the offline one exists.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
Goboony UK geo experiment, 401k reach, 2023 (Adriaan Hogervorst-de Jong), via The Power of Compound Creativity, s. 14
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