The Outcome Velocity Audit · for CMOs / CFOs
Your media is running. What is it actually moving?
40 years of premium TV access, paired with the IMPACT engine: a proprietary AI platform that scores business outcomes in real time and predicts where your next dollar performs hardest. Every dollar tied to retail velocity, purchase intent, and category share. Not impressions.
The receipts behind the room we walk into
39yrs
Buying media
$2B+
In media stewardship
10+
Avg client tenure (yrs)
12
Categories operated
The Problem · from the capabilities deck
Most agencies focus on the wrong things.
Reach is only half the equation. The other half is turning that reach into outcomes that move the business. That is where most agencies fall short. They report on what is easy to count. Diray reports on what changes the P&L.
What agencies report · cost & volume
CPM & Impressions. Reach & Frequency. Clicks.
CPM & Impressions price the buy. Reach & Frequency model exposure. Clicks are a platform proxy. None of them prove the business moved. The next budget review asks: “did it sell?”
What moves your business · outcome metrics
Retail Velocity. Purchase Intent. Category Share.
Retail Velocity — incremental sales lift. Purchase Intent — product demand. Category Share — competitive position. Three numbers, scored weekly. Every media decision graded by the IMPACT engine against the outcome you committed to move.
The Diray IMPACT engine · AI agents + human agents
A proprietary platform. Built on machine learning. Run by operators.
The IMPACT engine synthesizes data across every TV channel, applies AI to find the signal, and empowers experienced strategists to drive predictable, measurable results. Two halves of the same loop: the AI does what algorithms do best, the humans do what algorithms can’t.
AI agents · proprietary intelligence
Scores millions of signals in real time. Machine-learning models custom to your brand and category. Proactive optimizations as patterns emerge. Recalibrates as results come in.
Human agents · four decades of leverage
Deep publisher relationships and rate access. Premium inventory algorithms can’t unlock. Strategic judgment beyond the data. Agile collaboration across teams, partners, and platforms.
IMPACT Score · the live grade
Every media decision graded with a live score against your business outcomes. Every dollar, every placement, every daypart. Predictive scores forecast where your next dollar performs hardest, across networks, dayparts, and platforms.
Want the read on your category? Book a 45-minute walkthrough with the operators who’d run it.
Run an Outcome Velocity Audit →Accountability, in person
The read is signed by people you can visit.
Before you trust a weekly number, you should know who stands behind it: a founder-led, WBENC-certified firm in a building you can find, accountable to media budgets for four decades.
Proof · the same three numbers the hero promised
Median outcomes. Honest range. Source on every number.
The hero promises sales velocity, intent lift, and category share. So those are the three numbers the proof has to earn. Each one is the median across the last 12 pilots, with the full range visible and the source documented. No best-case cherry-pick.
N = 12 pilots, Q1 2024 – Q4 2025. Two pilots excluded for incomplete control panels. Full methodology available in the walkthrough.
Voice · the room they walked out of, in their words
What clients say. With their names on it.
Three quote slots. Every one carries a named human, a named title, a named brand, and the cycle the quote came from. If a brand cannot go on record, the slot stays empty until they can. We do not run anonymous testimonials.
In our 12 biggest US markets, sales velocity rose 18% versus the prior quarter. The new media plan paid for itself.
[Client name — pending release] VP Marketing · [CPG brand] · Pilot cycle 03
Two quarters in, the plan was paying for itself in velocity reads. Diray’s Friday log is the only one our CFO actually reads.
[Client name — pending release] CFO · [Regional CPG] · Q2 2025
We stopped asking “did the ad run” and started asking “did the shelf move.” That was the difference.
[Client name — pending release] VP Marketing · [DTC apparel] · Pilot cycle 07
Offer · the engagement
One outcome. One IMPACT product. Thirty days.
A scoped pilot. Live surface, live audience, live signal. The engagement begins with one of six IMPACT products — shelf, demand, market, launch, efficiency, or surge — matched to the outcome you need to move. Day 30 ships a written readout. What worked. What didn’t. What to scale.
Days 1–7 · Setup
Scope, signal pipes, control audience defined. Diray and your team align on the one outcome the pilot will move and the threshold that defines “moved.”
Days 8–28 · In market
Plan runs. Weekly scoring against the agreed thresholds. Diray adjusts the buy weekly based on what the signal says, not what the calendar dictates.
Day 30 · Readout
Written record. Scale, hold, or reallocate. The pilot ends with a decision in your hands. Not a deck. A recommendation backed by signal.
Honest range · the room reads this first
Three things we do not promise.
A media plan that promises everything earns no room. These are the three places Diray will not commit to a number, and the reason each one stays off the page. If a vendor promised you the opposite, ask them how they measured it.
Lift in unmeasured markets.
If we cannot build a held-out control in your category, we do not quote a lift number. We tell you what we can read, and what we cannot. Then you decide if the pilot makes sense.
Category share in < 90 days.
Share moves take a measurement window. We commit to velocity and intent inside 30 days. Share lives at 90 days plus, after the panel data settles. Anyone selling 30-day share is selling noise.
Pilots in categories we don’t operate.
We turn down work in categories Diray has not bought media in. The walkthrough will tell you fast which side of that line you sit on. A clean no in 45 minutes saves both of us a quarter.
FAQ · the questions the room actually asks
What the board asks first.
Is this a 30-day pilot or a multi-year commitment?
Start with the 30-day pilot. One outcome, one channel, one written readout. Most clients renew because the work paid for itself, not because of a contract. Average tenure past the pilot runs 10+ years. That is earned, not signed.
How does Diray prove the plan moved the business, not the dashboard?
Exposed audience versus held-out control. Retail sales data, panel, brand-lift survey. Three outcome metrics scored weekly with significance noted. If the signal is not there, the readout says so. Plainly.
Can we run this alongside our current media agency?
Yes. Most pilots start that way. Diray runs the scoped channel; your agency keeps the rest. The Friday readout sits next to theirs. The board compares. The next budget decision gets easier.
What does the engagement cost?
Pilot is scoped to your category and the outcome you need to move. Pricing is sized to the working media, not flat retainer math. We quote it in the walkthrough so the number is grounded in your plan, not a brochure.
Why Diray · three pillars
Built to move what matters.
Three reasons clients choose Diray. One reason they stay.
40 years earned · deep expertise
Industry relationships, rate access, and pattern recognition that no algorithm can replicate.
The engine built in · modern intelligence
Proprietary AI scores every media decision against your business outcomes, in real time.
Independent by design · nimble & fast
We move faster, think harder, and stay accountable to outcomes, not billable hours.
Next step
Book the walkthrough.
45 minutes with Diray operators on your category. We bring the data we’d run with. You bring the outcome you need to move. We leave with a written pilot scope.