Background

Direct Results is a direct-response audio agency with offices in Los Angeles and New York, specializing in media planning and buying across podcasts, streaming audio, broadcast radio, and YouTube. Built around a performance-first approach, the
agency helps brands connect audio investment to measurable business outcomes.

As audio has expanded across more platforms and formats, Direct Results recognized an opportunity to bring greater accountability, speed, and transparency to campaign measurement.

Challenges

For years, audio performance was often measured through traditional response indicators such as promo codes, vanity URLs, call tracking, and post-purchase surveys. While valuable, these methods only captured part of the consumer journey.

Many listeners did not respond immediately or through the exact call-to-action used in the ad. Instead, they searched for the brand later, visited the website directly, or converted through another channel. This created attribution gaps that often undervalued audio’s impact.

Direct Results needed a stronger measurement solution that could help close those gaps, verify campaign delivery and creative accuracy, and give clients a clearer view of how audio was driving response.

Results

• In a consumer technology campaign, Magellan AI data showed 30-second ads drove 41% more sessions and 43% more purchases than 60-second ads at equal impression levels.
• Direct Results shifted 100% of delivery from 60-second to 30-second ads, improving efficiency and driving stronger ROI
• Clearer attribution supported a 45% increase in digital audio investment for a home improvement advertiser
• Magellan AI airchecks cut review time from days to hours while catching live-read and promo-code errors, protecting media value and helping recover thousands in makegoods and credits