Invoca, the leader in revenue execution platforms, has unveiled a new AI-powered solution enabling agencies and marketing teams to measure and optimize the revenue impact of CTV, linear TV, and online video campaigns. This tool addresses persistent challenges in attributing brand-focused TV and video efforts to tangible business outcomes like appointments, sales, and revenue, particularly in considered-purchase sectors such as automotive, healthcare, home services, and financial services.
Advertisers face ongoing difficulties in linking brand TV and video campaigns to revenue, especially in high-consideration industries where online research precedes expert-guided purchases at contact centers or stores. Invoca's solution changes this by tracing the complete buyer path—from ad exposure to clicks, site visits, and calls—capturing intent and results to validate and enhance return on ad spend across channels.
"With Invoca, CMOs can understand the revenue impact of media spend across all major marketing channels," said Gregg Johnson, CEO of Invoca. "By making CTV, linear TV, and online video as measurable as lower-funnel channels like paid search, Invoca enables advertisers to maximize the value of every incremental dollar of media spend."
US TV and video viewership continues to climb with streaming's popularity, averaging 5 hours daily on digital video and 3 hours on traditional TV. This has spurred ad spend projections exceeding $124 billion in 2025, representing over 20% of total media budgets. Increased authenticated viewers enhance targeting precision, shifting focus from metrics like reach and impressions to direct outcomes such as revenue attribution.
Invoca's platform extends search and digital ad measurement to TV and video through key features. AI-powered conversion attribution links ad views to leads, sales, and revenue. Real-time integrations feed data into buying platforms like Google Display & Video 360, StackAdapt, and tvScientific for holistic conversion tracking. Cross-channel influence analysis reveals uplift in performance channels, while optimization tools refine campaigns mid-flight based on revenue performance.
"At StackAdapt, we're committed to giving marketers a complete picture of campaign performance across every channel," said Mike Novosel, VP of Strategic Partnerships and Alliances at StackAdapt. "By partnering with Invoca, we're enabling advertisers to connect valuable offline phone conversions and revenue back to their CTV and digital campaigns in StackAdapt. This level of insight helps our customers optimize with confidence, drive more meaningful results, and build smarter audiences for future targeting."
"tvScientific is focused on helping our customers drive growth through Performance CTV advertising," said Jason Fairchild, CEO and co-founder of tvScientific. "By partnering with Invoca, we give marketers across industries unprecedented data to measure phone leads, conversions, and the true ROI of their CTV campaigns. This is a big win for customers as they push to measure the business impact of every TV ad dollar they spend."
Invoca is showcasing its new AI solution for TV and video today at its sold-out Chicago Revenue Leadership Summit, featuring a panel with representatives from The Trade Desk and iSpot.
Invoca's innovation meets the escalating need for revenue accountability in TV and video advertising, empowering teams to leverage rising engagement for optimized, outcome-driven strategies. By unifying AI with strategic integrations, the platform not only proves campaign value but also unlocks efficiencies across the marketing ecosystem, positioning brands for sustained growth in a data-centric landscape.
Invoca is an AI-powered revenue execution platform that connects marketing, commerce and contact center teams to orchestrate seamless buyer journeys and deliver the best AI-driven buyer experiences. By using a comprehensive platform with deep integrations with leading technology platforms, revenue teams can better connect their paid media investments directly to revenue, improve digital engagement, and deliver the best buyer experiences to drive more sales. With Invoca, top consumer brands, including AutoNation, DIRECTV, Mayo Clinic, Mutual of Omaha, and Verizon experience unbelievable results powered by undeniable data. Invoca has raised $184M from leading venture capitalists, including Upfront Ventures, Accel, Silver Lake Waterman, H.I.G. Growth Partners, and Salesforce Ventures.
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