Invoca Introduces AI-Powered Solution to Measure TV and Video Ad Impact
Invoca, a leading platform in AI-driven revenue execution, has launched an innovative new solution designed to help agencies and marketing teams understand the real business impact of their connected TV (CTV), linear TV, and online video advertising campaigns. This new AI-powered tool makes it possible to track how brand-focused advertising efforts drive meaningful results such as appointments, sales, and revenue.
Traditionally, marketers have struggled to quantify the influence of TV and video ads on revenue, especially in industries with long decision-making cycles like automotive, healthcare, financial services, and home improvement. Invoca’s new solution bridges that gap by connecting the dots between the initial video ad impressions and the final consumer actions, including phone calls and in-store visits.
Connecting the Entire Buyer Journey
Through advanced AI capabilities, Invoca’s platform seamlessly links a consumer’s journey—from watching a TV or video ad, to interacting with digital content, to visiting a website and making a phone call. This comprehensive data connection allows advertisers to capture both intent and outcome, enabling them to measure and optimize return on ad spend (ROAS) across all marketing channels.
“With Invoca, CMOs finally have a clear view into how video and TV media investments directly influence revenue,” said Gregg Johnson, CEO of Invoca. “By making brand campaigns as measurable as performance marketing efforts, we empower advertisers to maximize every dollar they invest in media.”
Surging Viewership and Ad Spend Amplify Need for Measurement
As digital video consumption continues to rise, so does the pressure on advertisers to demonstrate real business outcomes. U.S. consumers now spend an average of five hours per day watching digital video and three hours watching traditional TV. As a result, television and video ad spending are projected to surpass $124 billion in 2025, representing over 20% of total media investment.
Increased digital engagement also provides more opportunities for advertisers to reach authenticated, logged-in viewers. This shift allows for more precise targeting and performance tracking, moving beyond traditional metrics like impressions to focus on tangible results such as leads and conversions.
Key Features of Invoca’s New AI Solution
Invoca’s latest offering brings the performance-driven measurement tools of digital advertising to the realm of TV and video. The solution includes several powerful capabilities:
- AI-Powered Conversion Attribution: Maps TV and video ad exposure directly to phone calls, conversions, and revenue outcomes.
- Real-Time Data Integrations: Syncs with platforms like Google Display & Video 360, StackAdapt, and tvScientific to track both online and offline conversions.
- Cross-Channel Influence Tracking: Measures how video ads improve conversion rates in other channels such as paid search, social media, display, and SEO.
- Performance-Driven Optimizations: Allows real-time adjustments to CTV and online video campaigns based on what’s driving revenue.
This comprehensive toolkit is designed to help marketers not only prove the value of their ad spend but also refine their strategies based on real-time performance insights.
Partnerships Amplify Performance and Insights
Invoca’s new AI solution is already being utilized by partners like StackAdapt and tvScientific to deliver deeper insights to advertisers.
“At StackAdapt, we prioritize giving marketers a holistic view of campaign performance,” said Mike Novosel, VP of Strategic Partnerships and Alliances at StackAdapt. “By integrating Invoca’s platform, we enable clients to connect phone conversions and revenue directly to their CTV and digital campaigns. This empowers smarter targeting and optimization.”
Similarly, tvScientific emphasizes performance-driven advertising. Jason Fairchild, CEO and co-founder of tvScientific, noted, “Our collaboration with Invoca gives marketers unparalleled data to track phone leads and conversions, helping them understand the true ROI of their CTV investments.”
Showcased at Revenue Leadership Summit
The new AI tool was unveiled at Invoca’s sold-out Revenue Leadership Summit in Chicago. The event featured key industry voices, including representatives from The Trade Desk and iSpot, highlighting the growing demand for measurable advertising solutions that span the entire buyer journey.
About Invoca
Invoca is a leading AI-powered revenue execution platform that unites marketing, commerce, and contact center teams to create seamless buyer journeys and superior customer experiences. With deep integrations across major technology platforms, Invoca enables brands to tie media investments directly to revenue, optimize engagement, and drive performance. Clients include major consumer brands such as AutoNation, DIRECTV, Mayo Clinic, Mutual of Omaha, and Verizon.
Backed by $184 million in venture funding from firms like Accel, Upfront Ventures, Salesforce Ventures, H.I.G. Growth Partners, and Silver Lake Waterman, Invoca continues to drive innovation in the marketing technology space.
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