RESPONSE Magazine - December 2017

Armonk, N. Y.-based radio media gency Hybrid Media Services is celebrating its 10th anniversa- ry in 2017. Recently, Response caught up with Kevin Mannix, Hybrid’s president, to chat about the first 10 years of the business — and what he expects in the future.

Q: What was the most memorable moment of Hybrid Media Services’ first 10 years?

Kevin Mannix: The realization that the premise and process we started with was spot on. We believed that direct response advertisers of all kinds — from hardcore, direct-to-consumer, MER (media efficiency ratio)-driven clients to more brand-response driven, and even B-to-B clients — would love our strategic method of buying, tracking, and optimizing their radio media. After the first five years of perfecting our media platform, and during the next five years, we saw our staff more than double and our billings nearly triple — and they’re still growing each year.

Q: What have been the biggest surprises during Hybrid’s history?

Mannix: In any business, there are
always unexpected road blocks and op-
portunities. But, all in all, the core of our
business model has unfolded exactly as
we had hoped and predicted. We simply
followed our plan and more than reached
our goals. The biggest surprises certainly
included the enormous growth of our
business based on word of mouth from
clients, as well as the longevity of clients
in a world where loyalty seems to be a
lost virtue. We are very excited to say
that we connect with clients on both an
ROI basis and a relationship level.

Q: What services is Hybrid providing today that set it apart from others in its space?

Mannix: For one — and this is a big one in our business — we are full disclosure.

Every buy, every rate is presented to each client as part of our model. How else can you work to optimize and maximize any business’ marketing without seeing exactly what’s working and not working each week — and then turn on a dime to make it better? At Hybrid Media Services, we like to say that we are “all things radio,” so as far as services go, all we do is radio. It’s not part of a mix of other media services —it’s all we do and we can handle any aspect of it: local markets, network buys, host endorsements, and satellite radio. Also, no client ever works with only assistant level employees. From senior management down, our clients receive hands-on attention every day.

Q: What are the latest developments at Hybrid that affect the company’s outlook for the next two-to-three years?

Mannix: There are several key aspects
we are focusing on: things like expanded
pre- and post-data analysis with new and
more robust reporting systems to help
optimize each client’s individual needs.

And of course, we stay on top of the latest in not only the emerging technology of tools such as artificial intelligence in digital radio, but also the entire landscape of radio media. From programmatic buying, through the growth in streaming media, including podcasting, we don’t want to leave any opportunity or client preference out. But, while growth will continue and new services will be added or expanded, our first priority will always be to maintain the corporate culture and operational execution that has made us successful.

Q: What changes in the marketing world are affecting how Hybrid Media Services is doing business?

Mannix: The linking of the entire marketing channel media mix is going to be very important. Last-touch measurement is too, of course, but more accurate total media channel mix attribution is crucial.

Whether it’s an 800 number, URL, text, or retail pull-through from TV, radio, print, mobile, email, or social media, the linking and true understanding of the holistic media campaign response will be a natural evolution as marketers seek to harness the most accurate information new technology now offers. With the evolution of “closed-loop marketing” platforms, marketers will benefit from less guessing about what media spends are really working, and more precise accountability in crossover media campaigns.

‘All Things Radio’

Hybrid Media Services’ Kevin Mannix says a laser focus on the radio media environment has allowed the company to grow powerfully during its first decade.