TV and video campaigns have long been considered the “big reach” medium—great for awareness, but notoriously difficult to quantify in terms of revenue. Invoca, a leader in revenue execution platforms, is changing that with a new AI-powered solution designed for agencies and marketing teams to measure the impact of CTV, linear TV, and online video on appointments, sales, and revenue.

“By making TV and video as measurable as paid search, Invoca enables advertisers to maximize the value of every incremental dollar of media spend,” said Gregg Johnson, CEO of Invoca.

The Measurement Gap

Marketers in industries like automotive, healthcare, financial services, and home services often face a common problem: consumers research online but convert offline—via phone calls or in-person visits. Traditional TV and video campaigns can drive awareness, but proving their direct revenue impact has been a persistent challenge.

With Invoca, agencies can now connect the dots across the buyer journey—from the TV or video ad a consumer saw, to the digital interactions they had, to website visits and phone calls—capturing intent and outcome data that quantify real ROI.

Why It Matters Now

The shift to streaming and digital video has transformed media consumption. Americans now spend 5 hours on digital video and 3 hours watching TV daily, driving TV and video ad spend to over $124 billion in 2025. This surge, combined with more authenticated, logged-in viewers, presents an opportunity for advertisers to prove ROAS beyond traditional reach and impression metrics.

“CTV and online video are no longer just brand channels—they can now drive measurable revenue,” Johnson added.

How Invoca Delivers Results

The platform brings digital advertising’s performance rigor to TV and video campaigns:

• AI-Powered Conversion Attribution – Connects ad views to leads, appointments, and revenue.

• Real-Time Integrations – Syncs data with platforms like Google DV360, StackAdapt, and tvScientific.

• Cross-Channel Influence Tracking – Measures how TV/video ads boost conversion rates across search, social, display, and SEO.

• Performance-Driven Optimization – Allows in-flight adjustments based on what’s driving revenue.

Partners like StackAdapt and tvScientific are already leveraging Invoca data to tie phone conversions and revenue back to CTV campaigns, helping marketers optimize and build smarter audiences.

“By partnering with Invoca, we give marketers unprecedented data to measure phone leads, conversions, and true ROI of CTV campaigns,” said Jason Fairchild, CEO of tvScientific.

The Bigger Picture

As advertisers grapple with rising TV/video budgets and growing expectations for measurable outcomes, Invoca provides a revenue-first lens that links offline and online activity. In doing so, it turns traditional brand campaigns into performance-driven investments, bridging the gap between awareness and action in today’s complex media landscape.

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