CMOs and marketing teams use Invoca to measure and optimise the business impact of every media dollar. That includes everything from paid search and social advertising to direct mail and direct response TV.
We’re excited to announce that we’ve expanded to a new channel — TV and video brand advertising. Marketing teams and their agency partners can now use Invoca with TV and video ad platforms like Google Display & Video 360, StackAdapt, and tvScientific to quantify the incremental impact of CTV, linear TV, and online video brand campaigns on leads, appointments, and sales.
Invoca helps connect the entire buyer journey, from the TV or video ad a consumer views to the digital ads they click on, to their website visit and phone call. It uses AI to capture lead intent and conversion outcomes so advertisers know exactly what’s driving the best results. Watch this short video for a sneak peek of how it works:
If TV and video brand campaigns are part of your marketing mix, read on to learn how Invoca can help you measure performance and invest with confidence.
Marketers Increase Spend on TV and Video as CTV and Online Video Engagement Grows
Driven by the surge in popularity of streaming and online video, overall TV and video viewership in the US is growing. On average, US consumers now spend five hours every day watching digital video and three hours watching TV.
Advertisers have responded. TV and video ad spending in the US is expected to exceed $124 billion in 2025, accounting for over 20% of total media spend.
Marketers are shifting TV ad dollars to digital video in particular, one of the fastest-growing channels in media. US digital video ad spend — including CTV, social video, and online video — rose 18% YoY (2024 vs. 2023) and is projected to grow 14% in 2025 to reach $72 billion and capture 58% of total video ad dollars.
Invoca Combines AI and Integrations to Measure TV and Video Ad Outcomes
As spend on TV and video advertising increases, agencies and marketing teams face growing pressure to measure campaign outcomes and prove impact. Invoca’s solution for TV and video gives you the data to do it.
Invoca has always provided the ability to track calls to phone numbers appearing in direct response TV and video ads with a “Call Now” call-to-action. We have now expanded our solution to include brand-focused ad campaigns.
When consumers view a TV or video ad on any service or device, visit the brand’s website later, and make a call, Invoca attributes that call to the ad view and uses AI to analyse the conversation, detecting intent and outcome. Invoca passes that data along with revenue generated from the call to TV ad platforms like Google Display & Video 360, StackAdapt, and tvScientific so marketers can:
- Measure ROAS from TV & video brand campaigns: Invoca’s AI and integrations connect TV and video ad views to phone leads, conversions, and revenue to prove ROAS.
- Track cross-channel influence: Agencies and marketing teams can use Invoca’s solution to measure how TV and video campaigns boost conversions from search, social, display, SEO, and more.
- Invest in campaigns with confidence: Advertisers have the data they need to optimise CTV, online video, and linear TV campaigns for what’s driving appointments and sales.
Partnerships That Power Paid Media Performance
Next Steps to Proving ROAS from TV and Video Campaigns
If you are an Invoca user who needs to prove the impact of your TV and video campaigns on revenue, contact your Invoca customer success manager to get started. If you work for an agency or brand and are responsible for TV and video advertising, request a demo of Invoca and we’ll show you how to get the data you need to measure and optimise performance.
