Monday, September 29, 2025
Invoca, a leader in revenue execution platforms, has announced the launch of a new AI-powered solution that helps agencies and marketing teams measure and optimize how CTV, linear TV, and online video campaigns drive appointments, sales, and revenue. The solution is designed to close a long-standing gap in advertising measurement, giving marketers clear visibility into how upper-funnel campaigns impact bottom-line results.
For years, advertisers have struggled to prove the revenue impact of brand-driven TV and video campaigns, particularly in industries like automotive, healthcare, home services, and financial services. In these markets, consumers often research products online but prefer to speak with experts either at contact centers or in local stores—before making a purchase decision.
Now, with Invoca’s AI, agencies and marketing teams can finally connect the dots. The platform tracks the complete buyer journey, linking a consumer’s exposure to a TV or video ad with their digital activity, website visits, and eventual phone calls. By capturing both intent and outcome data, Invoca empowers advertisers to demonstrate and improve return on ad spend (ROAS) across every channel.
“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.”
The timing of this solution is critical. Consumers are watching more content than ever before, averaging 5 hours of digital video and 3 hours of TV daily in the U.S. As a result, advertisers are expected to pour $124 billion into TV and video advertising by 2025, representing more than 20% of total media spending.
Unlike the past, today’s digital video platforms have more authenticated, logged-in viewers, making ads more measurable and targetable. Advertisers now have the chance to not just reach audiences but to prove business outcomes tied directly to ad spend, moving beyond traditional metrics like reach or impressions.
Invoca’s new solution combines AI-driven attribution with deep integrations across advertising platforms. Key capabilities include:
AI Conversion Attribution: Linking TV and video ad views to leads, phone conversions, and revenue.
Real-Time Data Integrations: Sharing Invoca data with platforms like Google Display & Video 360, StackAdapt, and tvScientific for holistic performance tracking.
Cross-Channel Impact Tracking: Measuring how TV and video ads influence conversion rates in channels like search, social, SEO, and display.
Performance Optimizations: Allowing advertisers to optimize campaigns mid-flight based on what’s driving measurable results.
Industry partners are already seeing value. “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.”
Jason Fairchild, CEO and co-founder of tvScientific, added: “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 this innovation today at its sold-out Chicago Revenue Leadership Summit, where experts from The Trade Desk and iSpot will also join a panel discussion on the future of revenue measurement.
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To join our expert panel discussions, reach out to sudipto@intentamplify.com
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