TV-First Performance Media · Est. 1987

Human strategy.
Four decades of TV ad buying data.
Amplified by AI.

Diray Media operators have priced four media eras: broadcast, cable, digital, streaming. The Impact Engine points modern AI at that judgment so every media dollar is predicted, placed, and proven against the business outcome you actually care about.

Request a Media Impact Review → How we are different

The difference

Human + Data + AI. Multiplied, not chosen.

Other agencies pitch you a platform. Other agencies pitch you AI. We pitch you the multiplication. Strategists who have priced four media eras, the largest first-party TV buying dataset they have built across those eras, and modern AI that finds the move the eye would miss.

01 · Human

Strategists who have done it.

Diray operators have priced linear, cable, digital, and streaming. The judgment that comes from four decades of buying is the thing AI cannot replace.

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02 · Data

40+ years of TV ad buying data.

Every buy, every flight, every outcome. The largest first-party TV-buying dataset under one roof. AI is only as good as the data you feed it. Ours is unmatched.

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03 · AI

The Impact Engine.

Custom machine learning that scores proxy signals daily, surfaces what humans would miss, and proves the move worked. The technology amplifies the expertise.

Heritage · from hand-negotiated TV spots to the Impact Engine

Four decades. Four media eras. One operating model.

Diray started as a five-person family shop negotiating TV spots by hand. Nancy and Trish were behind iconic infomercial hits and built their own buying + tracking software because nothing off the shelf did the job. Every era since has fed the same operating model: track what works, predict the next move, repeat.

Era 01 · 1987–1999

Direct response.

Ginsu knives. Suzanne Somers. Miracle Mop. The team measured every spot by call volume and orders. Built proprietary tracking software because the agency stack did not exist. Performance was the standard, not the buzzword.

Era 02 · 2000–2012

Cable and short-form.

Cable fragmentation hit. Diray adapted the DRTV playbook into short-form, tested networks against sell-through, and kept the data warehouse growing. Operators who could read both halves of a buy became the wedge.

Era 03 · 2013–2020

Digital and retail media.

Cord-cutting accelerated. Diray went early on retail media networks, Amazon, and CTV. When COVID pushed every brand to e-commerce, the data warehouse and operator instincts let the team pivot in weeks, not quarters.

Era 04 · 2021–today

The Impact Engine.

Four decades of first-party TV buying data, pointed at modern AI. The Impact Engine scores proxy signals daily, surfaces the move humans would miss, and proves the result. Built in, not bolted on.

From data to intelligence

AI built in. Not bolted on.

Every other agency hired AI in 2023. Diray has been collecting the data the AI needs since 1987. The Impact Engine is not a vendor model dropped on top of media buying. It is forty years of proprietary signal turned into a predictive surface that the team's own operators trust.

1987→

Manual tracking.

Call volume + order velocity logged by hand. The team predicted spot performance before there was software to do it.

1995→

Proprietary warehouse.

Custom-built media-buying + tracking software. Every flight, every outcome, every retailer. The dataset compounds.

2021→

The Impact Engine.

Custom ML on the largest first-party TV-buying dataset under one roof. Predicts. Optimizes. Proves. The Impact Score is the visible scoreboard.

"We have been tracking performance since the day we opened our doors." The AI is the natural evolution of that work, not a replacement for it.

The problem

TV is no longer one screen. Your buying needs to keep up.

Streaming, CTV, YouTube, and retail media have splintered audiences across hundreds of platforms. Most brands chase the platforms instead of the audience, and most reports stop before the business question. That is where Diray starts.

47.5%

of US TV viewing happens on streaming. A record, still climbing.

7.7%

of total US ad dollars sit on connected TV. Attention has moved faster than the money.

$110B

in active mergers redrawing the network map. Six houses consolidating into four.

The Impact Engine

AI analysis. Human judgment. Four decades of relationships.

Continuous signals from linear, streaming, CTV, retail. The engine scores them. Operators make the call. Outcomes get proven. Five steps, one operating model that ships every Monday.

01

Signals

Linear, CTV, YouTube, retail media. POS, Nielsen, MMM. Continuous read.

02

AI analysis

Custom models score proxy signals daily. Surfaces moves humans would miss.

03

Human judgment

Operators with four decades of buying experience choose what ships, when, why.

04 · LEVERAGE

Optimization

In-flight adjustments across linear, streaming, CTV, retail. The Score moves up.

05

Business growth

Sales velocity, retail share, ROAS. Outcomes you can hand to the CFO.

Solutions

Six Impact Products. One operating model.

Each Impact Product solves a named business problem with a named approach and a named proof. Pick the one that matches your moment. The Impact Engine sits underneath all six.

Impact · Shelf

Shelf.

Connect TV advertising to retail sales so you move more product. Tie every spot to sell-through at Walmart, Amazon, Kroger, Target.

Read the one-pager →

Impact · Demand

Demand.

Capture rising category demand before competitors notice. Engine flags inflection in intent so your media meets it.

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Impact · Launch

Launch.

Land a new product without the typical first-eight-weeks scramble. Pre-launch reach modeling plus in-flight reallocation.

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Impact · Market

Market.

Drive market share in mature categories where every point fights another brand. Scored against competitive set.

Read the one-pager →

Impact · Surge

Surge.

Capture seasonal or event-driven demand surges. 2026 Olympics, World Cup, midterms, holiday: book the moment, prove the lift.

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Impact · Efficiency

Efficiency.

Cut waste, lift ROAS. Same outcome, fewer dollars. The Impact Engine surfaces the cuts that do not cost reach.

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Proof

Proof, not pitch.

Every case follows the same shape: the problem in the client's own words, the approach we took, the result we shipped. No fluff between them.

CPG · Household

+14%

retail sales velocity at targeted retailers vs matched control, six weeks.

ProblemCategory traffic fell 15% YoY. Brand was losing share to private label.
ApproachLinear + CTV + Walmart Connect, scored against POS weekly. Impact Engine reallocated 22% of spend mid-flight.
ResultSales velocity at targeted Walmart stores up 14% vs matched control. ROAS 3.8x.

DTC · Health

+38%

new customer acquisition at flat CAC, eight-week launch.

ProblemLaunch budget shrunk 30%. CMO needed the same first-quarter customer count.
ApproachFAST + YouTube + Amazon Ads, sequenced. Engine flagged Tubi mid-flight as soft-CPM opportunity.
ResultNew customer acquisition up 38% with CAC held flat. Best Q1 in three years.

Retail · Apparel

3.2x

closed-loop ROAS over a 30-day holiday window.

ProblemHoliday window squeezed. Buyer needed proof that linear still pulled foot traffic.
ApproachLinear NBA + CTV + retail media. Engine modeled cross-screen frequency and capped overlap.
Result3.2x ROAS measured against control geos. Foot traffic up 11% at targeted DMAs.

Heritage case · Direct response

100M+

units sold over the campaign life, predicted from a single spot test.

ProblemAn unknown housewares product needed national breakout. Budget was small, the window was tight.
ApproachTest buy across a tight network mix. The team predicted demand from call volume + order velocity within hours. The same predictive instinct the Impact Engine runs at scale today.
ResultOne of the most successful DRTV launches on record. Logged into the proprietary warehouse that still informs every Diray buy.

The operators behind the engine

People first. Always.

Diray was started by a family, built by operators who stayed, and is being modernized by a team that grew up inside it. The leadership is hands-on, the bench is deep, and the culture is small enough that every client gets a senior strategist on the call.

Co-founder · CEO

Nancy

"We have been tracking performance since the day we opened our doors."

Co-founded Diray in 1987. Negotiated TV inventory by hand before anyone called it performance media. Drove early direct-response wins that produced the call + order data the company still builds on.

Partner · President

Trish

"We are not just a product shop. Our strategy team works with our media buyers to build systems that drive growth."

One of the first non-family hires, now a co-owner. Helped build Diray's proprietary buying + tracking software when nothing off the shelf could do the job. The connective tissue between strategy and the buying desk.

Chief Strategy Officer

Eric

"Our goal is to modernise without losing the personal touch."

Leads the modern strategy practice and the Impact Engine roadmap. Translates 40 years of first-party signal into an operating system clients can actually run a quarter on.

About Diray

Four decades of expertise. Modern AI to amplify it.

Diray Media is a WBENC-certified women-owned media-buying agency founded in 1987. Four media eras have come and gone since then: broadcast, cable, digital, streaming. Diray priced and proved each one.

The team holds the relationships, the data, and the judgment that compound only with tenure. The Impact Engine is what those things look like in production when modern AI is pointed at them.

Meet the team →

$2B+

in client sales generated

~10.5 yr

average client tenure

1987

founded, women-owned (WBENC)

~35

operators, Wilton + SoNo, CT

The Diray team on the rooftop at SoNo 50 in Norwalk
The rooftop at SoNo 50 · Norwalk, CT
The Diray team together in summer
The team, off the clock
The lobby at SoNo 50, home of Diray Media
The lobby at SoNo 50

Start here

Tell us the outcome you need to move.

We will show you which screens, schedules, networks, audiences, and retail signals moved it. Scored by the Impact Engine, verified against your sell-through.

Request a Media Impact Review → See how the Impact Engine works