Invoca, the top marketing intelligence firm powered by AI, has announced the new solution that makes it possible for agencies and marketing teams to directly link TV and video ads to quantifiable revenue results. Reports suggest the platform, through its advanced artificial intelligence and deep analytics, will fundamentally change the way businesses quantify the impact of traditional as well as digital video campaigns on their bottom line.
With that said, Invoca is leading the charge on AI-powered revenue attribution, a nascent but increasingly important area where marketers will have complete awareness of the impact of cross-channel campaigns for years to come.
Gaining traction between the media and the revenue
Historically, TV and video campaigns have been hard to measure, accounting for their ROI. Marketers have been trying work with proxies for attribution like reach, impressions, brand lift studies – metrics which provide very little insight into ultimate impact on revenue.
Invoca’s new platform adds artificial intelligence for connecting ad exposure with purchase behavior directly to provide a granular view of campaign performance from revenue perspective.
“For years, the business of TV and video advertising has been a black box for marketers,” said Fergus McIntyre, CEO of Invoca. “My solution turns guesswork into precision and allows agencies and brands to make revenue-driven decisions with confidence.”
Emergence of AI-based Revenue Attribution
With consumers now engaging with brands on different screens over various channels, the digital marketing landscape continues to get more complicated. Cross-platform media measurement is eMarketer’s top challenge for 72% of marketers in 2025.
Invoca’s new solution works with machine learning and AI models to:
- Track consumer interactions from TV and video ads to online and offline conversions
- Identify high-performing campaigns and creative elements driving revenue
- Optimize media spend based on real-time revenue impact
- Integrate with CRM and marketing automation platforms for seamless reporting
By serializing engagement, the platform renders monetary metrics of engagement that was once difficult to attain.
Features Designed for Agencies and Marketing Teams
The platform offers a scalable user interface that caters for both large marketing agencies and internal marketing teams. Key capabilities include:
- Revenue Attribution Dashboards: Visualize which campaigns and ad creatives drive the most revenue
- Cross-Channel Integration: Combine data from linear TV, connected TV (CTV), digital video, and social media campaigns
- AI-Powered Recommendations: Identify which campaigns to scale or adjust for maximum ROI
- Customizable Reporting: Share insights with clients or internal stakeholders in real time
Linda Green, VP of Product Marketing at Invoca, said “Commercials are now an effective way to demonstrate the campaign’s revenue impact to marketing agencies. As an extension, this level of accountability boosts client confidence and leads to better investment decisions.
Meeting Industry Requirements
One of the biggest challenges in measurement of TV and video campaigns has always been how to track campaigns in a multi-channel world. In most cases, traditional approaches do not model long mobile conversion time, cross-device and cross-platform behaviors, or even offline purchase.
Invoca’s platform solves these problems with a combination of:
- AI Algorithms to model complex consumer journeys
- Integration with CRM and POS systems to capture offline revenue
- Real-Time Analytics to adjust campaigns dynamically
The solution gives marketers the ability to prove actual return on investment (ROI) and allow for speedier budget approvals for marketers and plan our media with greater confidence.
Early Client Adoption
A few agencies and brands have piloted Invoca’s solution, and have seen notable results:
“We can now connect TV campaigns to individual sales results,” said Ravi Patel, Director of Marketing at a Fortune 500 consumer goods company. “The intelligence helps us to dynamically reallocate media spend and drive 25% ROI lift.”
Additionally, governments have valued the transparency and scalability of the platform. By providing accurate revenue attribution, teams can make the case for media investments and maximize creative strategies based on quantifiable results.
Market Implications
The launch is coming at a time when the advertising industry is making a big switch to relying on data for decision-making. According to McKinsey, companies that engage in complete integration of AI and predictive analytics into their marketing strategies can grow their revenue 10 – 20% faster than their competitors.
By making AI-powered revenue capture available for TV and video campaigns, Invoca is helping brands to move beyond traditional measurement of reach and impressions, to a revenue-oriented approach.
“This is an organizational paradigm shift for agencies,” said Markus Lehmann, an analyst at Forrester Research. The ability to directly link campaigns to revenue is no longer an option – it’s the norm.
Point-of-sale Integration and Compatibility
Invoca’s new platform will integrate easily with existing marketing technology stacks. Some of the supported integrations include:
- CRM platforms such as Salesforce and HubSpot
- Marketing automation tools like Marketo and Eloqua
- Analytics and BI tools including Google Analytics 360 and Tableau
These integrations help agencies and brands keep an overview of marketing performance and associate AI-powered revenue insights with business outcomes.
Looking Ahead
Invoca is planning to evolve the platform with more AI functionalities such as predictive revenue modelling, automated media optimization and multi-touch attribution across global markets in the future.
“Our vision is to make revenue measurement as easy and actionable as click throughs are for digital campaigns,” McIntyre added. Koicaly’s group is giving marketers the intelligence they need to get the most out of every marketing dollar.
Since marketers are asking for accountability and improved ROI from all marketing channels (including traditional TV), the analysts say that platforms like Invoca’s are likely to play an even more crucial role going forward.
Key Takeaways
- Revenue-Focused Solution: Invoca’s new platform links TV and video advertising directly to measurable revenue.
- AI-Powered Revenue Attribution: Machine learning models track cross-channel consumer behavior and conversions.
- Agency & Brand Benefits: Scalable dashboards, real-time reporting, and actionable insights enhance client trust.
- Market Significance: Marks a shift from impression-based metrics to revenue-first decision-making in marketing.
- Future Expansion: Predictive analytics and global integrations to further drive AI-powered revenue optimization.
About Invoca
An award-winning provider of artificial intelligence-driven marketing intelligence solutions for agencies and brands, Invoca perennialize customer interactions and helps agencies and brands understand and optimize them. By utilizing advanced AI and analytics, Invoca provides actionable insights that link campaigns and measurable business outcomes.