Direct-response audio ad agency uses marketing analytics to boost client ad performance


Calvin Lathan is a firm believer in the power of marketing analytics, especially multi-touch delivery and attribution. It is his job, after all, as Director of Data Insight & Intelligence, to take seemingly mundane data and turn it into actionable tweaks that improve audio advertisers’ marketing performance.

Lathan works in South Florida for Hybrid Media Services, the direct-response audio advertising agency based in Armonk, New York. It specializes in buying “unsold” advertising, a low-cost audio advertising alternative.

“A lot of clients aren’t familiar with any type of data analysis, so it’s valuable to be able to take it and talk about it at their level,” Lathan said. “When they talk to a COO or a president, they just want the bottom line.”

Increase ROAS (return on ad spend)

The bottom line for most businesses using Hybrid means increased profitability, which can be defined by one key attribution KPI – ROAS (return on ad spend). It measures how many dollars a company invests in marketing versus how many dollars marketing brings in to achieve a ROAS number. This can be done on a campaign-by-campaign basis, by channel, or as a whole for a larger omnichannel marketing campaign.

A quick example: let’s say a business generates $10,000 in revenue against costs of $1,500 for an audio campaign: $10,000/$1,500 = 6.6 or 6.6 X ROAS. In this scenario, the business generates $6.60 for every dollar spent. A ROAS above 1.0 is a win, so 6.6X ROAS is doing well.

What attribution data allows Lathan to do is be completely transparent with its advertising clients. “We show them everything – how much money is reserved, how much is cleared, everything,” he said. All feedback leads to better decision making on behalf of the customer. Some want to see it for themselves, while others just want increased performance without having to display the data directly.

Increase the marketing performance of ZQuiet

ZQuiet, makers of a revolutionary anti-snoring mouthpiece, is a direct-response hybrid customer. A recent case study showed how the partnership between Hybrid and ZQuiet has helped the company continue to grow and thrive.

Dan Webster, who co-founded the company with his wife, Trina, 13 years ago to eliminate Dan’s snoring and Trina’s lack of sleep, has partnered with Hybrid to bring his advertising into the 21st century. The old days of running TV ads with an 800 number and watching the calls (and the sales) come in were over, he said. New ways to reach consumers with smart phones and TV and audio streaming options were above the funnel marketing strategy.

Marketing analytics data allows Hybrid to make audio ad purchases on a weekly basis and capture the inventory it wants nationwide, said Hans Dorsainvil, vice president of account services at Hybrid. , who works closely with Lathan and the ZQuiet team.

“We’re trying to see where the most eyeballs are, and by working with LeadsRx we’re able to do that,” Dorsainvil said. “Literally, we can instantly tell if a campaign is working.”

Stay on the data trail

For Lathan, he will continue to sift through attribution data and sprinkle in his years of experience working with automotive brands and traditional radio and audio streaming services to formulate the best moves for Hybrid customers.

He even created a visual tool to show customers the cost-per-click (CPC) analysis, which can highlight that an ad on CNN performs well on Mondays, Wednesdays, and Thursdays, but not so well on weekends. , for example. Or that a marketplace is driving a lot of traffic to another website.

It’s about finding out which marketing campaigns work and, more importantly, which don’t. Data creates a solid foundation and the confidence to make decisions that improve profitability and performance.


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