Most connected TV viewing happens after the workday ends, when brands' contact centers are closed. So when a CTV spot inspires a viewer to pick up the phone, send a text, or fill out a form, the team on the other end is often offline.
That timing mismatch is a quiet but expensive problem for performance CTV. The interest is real, the intent is high, and the dollar that drove the moment is already spent. But unless the brand can engage in that moment, the lead cools off, and the campaign that earned it does not get the credit it deserves.
That is the gap our new integration with Vibe.co is built to close. Vibe.co is a performance TV advertising platform for marketing teams who've hit diminishing returns on Meta, Google, and other paid channels. The platform gives brands a fast way to launch, measure and scale campaigns on connected TV.
We’re excited to announce that Invoca is now listed as an Attribution and Measurement partner in the Vibe.co integrations marketplace.
CTV Drives Conversations, but Most Brands Can't Count Them
CTV has come a long way as a measurable channel—the targeting is sharper, inventory is more transparent, and the attribution windows are tighter. The dollars going in are starting to look more and more like the dollars going into paid search and social.
But for brands whose customers convert by calling, chatting, or texting, the most important moment in the buyer journey has historically been invisible. The viewer who sees the spot, visits the site, and picks up the phone is the same viewer whose conversion never makes it into the CTV measurement model. This is often the moment a lead becomes revenue, and it slips through the data.
The result is that performance CTV teams systematically undercount their conversions, which leads to misallocated budgets and missed optimization opportunities. The CTV channel does the work, the contact center closes the deal, and the attribution model cannot tie the two together.
How Vibe.co and Invoca Close the Loop
When a Vibe.co campaign drives a phone call, chat, or SMS interaction, Invoca captures it, scores the outcome with Signal AI, and sends the verified result back to Vibe.co in real time. Here is how it works in practice:
- A viewer sees a Vibe.co-driven CTV ad.
- They visit the brand's website, where Invoca's tag ties the session to the campaign, audience, and creative.
- When the customer calls, chats, or texts, Invoca scores the conversation outcome (qualified, booked, closed, not a fit) using Signal AI.
- The verified outcome flows back to Vibe.co in real time, so spend shifts toward what is actually converting.
The result is a complete performance picture that includes:
- CTV impressions
- Website visits
- Phone, chat, or SMS conversations
- Revenue
For the first time, every channel that touches the buyer is accounted for in the same measurement framework, with the same rigor that performance teams already apply to paid search and social.
As Molly O’Connel, Head of Partnerships at Vibe.co, explained:
"Our customers come to Vibe.co to make streaming TV work as a true performance channel. Adding Invoca to the marketplace gives them a turnkey way to capture and measure the conversions that happen off-screen, on the phone, in chat, or via SMS. It is exactly the kind of integration that helps our customers prove ROI, stretch their dollars further, and scale with confidence.”
The Intelligence Behind the Loop
None of this works without an AI layer that can actually understand a conversation. The difference between "I would like to book an appointment" and "I already had an appointment last month" is not subtle to a human, but it is exactly the kind of nuance that decides whether your optimization signal is real or noise.
Signal AI is the enterprise-grade conversation intelligence Invoca built for that level of accuracy. It combines patented machine learning, generative AI, voice biometrics, and neural network models, trained on each customer's own calls, to score conversation outcomes the way a careful human would. That’s why brands across automotive, healthcare, financial services, and telecom, including Verizon, Mayo Clinic, Mutual of Omaha, DIRECTV, and AutoNation, trust Invoca for the conversation data they feed into their performance stacks.
Beyond Attribution: AI Agents That Engage Demand Around the Clock
Closing the attribution loop is one half of the story. The other half is what happens when CTV-driven demand arrives outside business hours, after a missed call, or through an abandoned web form. Most brands lose those moments. Invoca's new AI Agents are built to capture them.
Invoca AI Agents engage, qualify, and convert demand in real time, even when your team is not available. When a CTV viewer calls after hours, the AI Voice Agent picks up the conversation, answers questions, and books appointments. When that same viewer abandons a form or hangs up before reaching a human, the AI Messaging Agent re-engages them over SMS to qualify the lead and keep the journey moving.
Because the AI Agents are pre-trained on your brand's actual conversation data, they sound like your team and know your offers. And every interaction, whether handled by a human or an AI Agent, is captured, scored, and fed back into Vibe.co for attribution and optimization.
Here’s how this looks in practice: the CTV ad you ran during Sunday Night Football no longer relies on the viewer remembering to call back on Monday. The lead is engaged in the moment, qualified or converted, and counted toward the campaign that earned it.
Why This Matters for Considered Purchase Brands
If your brand sells considered purchases where phone calls play a role (a common reality for industries like home services, insurance, automotive, healthcare, travel, and financial services), there is a good chance you are dealing with the same blind spot. The CTV is doing the work, and the contact center is closing the deal. But the attribution model is missing the bridge between the two.
If you are running CTV through Vibe.co, that bridge is now turnkey. Every conversion counted, every dollar accountable, every campaign measured against revenue rather than proxies.
Ready to Make Every CTV Conversion Count?
The integration is available now in the Vibe.co integrations marketplace. If your CTV campaigns are driving phone, chat, or SMS conversions and your performance picture does not yet include them, this is the piece that completes it.
