The Total Video Partnership · every screen, one accountable system
From screen to shelf. An operational scoring layer that gets smarter every cycle.
TV input feeds the IMPACT engine. The engine scores live and routes signal to retail media networks. Sales lift comes back. The score updates. The next cycle starts smarter. Built for brands that ship sequenced campaigns and want the plan to get cheaper and sharper over time.
39yrs
Buying media
−9%
CPM per cycle
+6pts
Lift per cycle
4→1wk
Time to signal
The loop · five steps, one rhythm
The cycle that turns one campaign into a compounding plan.
Most plans treat each campaign as a new project. Diray treats each campaign as input to the next one. Audience, creative, channels; every artifact carries forward.
01 · Launch
Plan ships. Audience defined. Creative live. Spend starts. Calibrated against what the last cycle learned, not a blank slate.
02 · Capture
Every exposure tagged. Every engagement scored. The audience that responded becomes a first-party segment owned by the brand, not the platform.
03 · Retarget
The captured audience is the next cycle’s starting line. CPMs drop because targeting is sharper. CTRs climb because the message is informed by what already worked.
04 · Read
Cycle ends with a written record. What worked, what didn’t, what to retire. The cycle’s outputs become the next cycle’s inputs, in writing, in the same doc.
05 · Improve
Next cycle launches sharper. Same outcome, lower CPM, higher lift. The plan compounds because the read got written down, not buried in slack.
Already running cycles? Scope cycle 1 against what your plan already learned.
Build a Total Video plan →What the loop unlocks
Compounding, not restarting.
Three things change when the plan runs in cycles instead of one-offs. Each cycle costs less, reads faster, and ships sharper than the one before it.
Cheaper CPMs
Audience captured in cycle 1 is the starting line for cycle 2. No re-prospecting tax. CPMs drop 8–12% per cycle for the first three.
Faster reads
Cycle 1 builds the measurement scaffold. Cycle 2 and beyond just reuse it. Time-to-signal drops from 4 weeks to 1, because the pipes are already in.
Sharper creative
Every cycle teaches the creative team what landed and what didn’t. Cycle 3 is built on cycle 2’s winners, not on intuition.
Continuity is the compounding asset
The loop is run by people who stay.
Compounding needs continuity. The same operators run your loop quarter after quarter, which is why the learning never resets to zero.
Proof · three cycles, the same three numbers
Median compounding. Full range. Source on every line.
The three numbers the hero promised. Median values across the last 8 brands that ran three or more cycles. Range is shown. No best-case cherry-pick.
N = 8 brands, 3+ cycles each, Q2 2024 – Q1 2026. One brand excluded for incomplete cycle-2 signal. Full methodology available in the walkthrough.
Voice · the operators who ran the cycles
Three brands. Three named voices. The cycle on record.
Every quote slot 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.
“By cycle 3 we were buying the same audience at two-thirds the CPM with a stronger lift. The plan finally felt like an asset, not a budget.
[Client name — pending release] Director, Media · [CPG] · After cycle 3
“Cycle 1 was the baseline. Cycle 2 was where the audience we captured paid us back. Cycle 3 was the proof we ran the right plan.
[Client name — pending release] Director · [Ecommerce CPG] · After cycle 3
“We used to re-prospect every quarter. Now we re-prospect once a year. The captured audience does the heavy lifting in between.
[Operator name — pending release] Growth lead · [DTC brand] · Year 2 client
Offer · your first cycle
28 days. One product. One audience. The full loop.
The first cycle wires the plan. Audience, creative, measurement pipes; all defined in writing before the spend goes live. Cycle 1 ends with a written read and a scope for cycle 2.
Week 1 · Wire
Audience, creative, measurement pipes defined. Cycle 1 is the only cycle that wires from scratch. Every cycle after reuses the scaffold.
Weeks 2–4 · Run
Launch, capture, retarget, read. The four ops moves run on live spend, on live surfaces. Diray scores weekly. You see the loop in motion.
Day 28 · Hand off
Written read with what worked, what didn’t, what to retire. Plus a scope for cycle 2. Cheaper, sharper, faster to signal because the scaffold is already in.
Honest range · compounding has edges
Three places the loop does not compound.
A compounding plan that promises compounding everywhere is selling a curve, not a method. These are the three places the loop does not compound, and the reason each one is off the page.
One-off campaigns.
If your plan is one launch and done, you get a one-shot lift, not compounding. The captured audience needs a cycle 2 to pay back the cycle 1 wiring cost. No second cycle, no compound.
Audience swaps mid-flight.
If the brief or audience changes between cycles, compounding resets. The loop carries forward signal, not just spend. Change the audience, you start the curve over.
Indefinite CPM reductions.
CPMs drop hardest in cycles 1–3 as the captured audience is established. By cycle 5 the curve flattens. We will tell you when you are buying a flat curve and stop quoting compounding gains we cannot earn.
FAQ · for brands running sequenced campaigns
The questions teams ask before cycle 1.
Do we need multiple cycles before we see compounding?
Cycle 1 wires the scaffold. The compounding shows up in cycle 2, when the captured audience and the measurement pipes get reused. By cycle 3 the trend is visible in the read. Plan for three to feel it.
Can we start with one channel and add later?
Yes. Cycle 1 can be a single channel, single product, single audience. The loop is the same shape regardless of surface. Add channels in cycle 2 or 3 once the read frequency is established.
Who owns the captured audience, us or the platform?
You. The captured audience lives in a first-party segment under your control. Platforms host the activation, not the asset. If you leave a channel, the audience comes with you to the next one.
What happens if a cycle’s read is negative?
The read still gets written. A negative cycle teaches the next one what to retire. Compounding works on signal direction, not just wins. The plan still moves forward; the cost of the lesson is already booked.
Next step
Start a cycle.
45 minutes with Diray operators. We map your sequenced campaign roadmap. You leave with cycle 1 scoped on paper and the compounding plan’s first audience defined.