The agency negotiated a CPI (Cost/Inquiry) deal with all media and built a unique website where results were uploaded daily and the media partners could check their sales and invoice us accordingly.

Initial data:

• The agency bought 69,000 TV spots yearly, which transformed us into one of the top network and spot buyers in the U.S. Hispanic market.
• Generated 300,000 calls/year
• Sales of $150 - $175 million/year
• Conversion ratio: 24% - 26%
• CPA $386 for a $2,000 initial sale with an LTV of $8 - $10,000

The digital transformation

• Redirected DIRECTV Mas budget to Digital
• Moved most of the budget to straight CPC
• Met sales goals and lowered costs.
• New technology implemented:
  • SMS for radio (vs. phone numbers)
  • Click to call buttons on our ads
  • Mobile (with a 6% conversion)
  • Call interrupt when using phone cards
• Lowered CPI from about $100 to $40