Innovative AI Solutions to Boost TV and Video Advertising ROI
New Innovations in AI for Advertising Effectiveness
Invoca has recently introduced groundbreaking integrations designed for agencies and marketing teams. These integrations with services like Google Display & Video 360, StackAdapt, and tvScientific are pivotal. They enable advertisers to accurately measure the effects of connected TV (CTV), traditional linear TV, and online video brand campaigns on their business outcomes.
Understanding the Impact of TV Campaigns
Even though TV and video ads are crucial components of a well-rounded marketing strategy, many advertisers find it challenging to assess how their brand-centric campaigns translate to increased revenue. This is particularly evident in sectors such as automotive, healthcare, home services, and finance, where potential buyers conduct extensive online research yet often consult experts through contact centers or local outlets before deciding on a purchase.
Linking Ads to Business Success
Thanks to Invoca's AI-driven technology, agencies can now quantify how effectively their CTV, linear TV, and online video initiatives contribute to generating leads, appointment bookings, and ultimately revenue. By facilitating a seamless connection along the entire buyer journey—from the initial TV or video ad to subsequent digital engagements and phone calls—Invoca captures both intent and outcome data. This allows advertisers to substantiate and enhance their return on ad spend across all channels.
Maximizing Media Investment with Invoca
Gregg Johnson, CEO of Invoca, emphasizes that this innovative capability allows Chief Marketing Officers (CMOs) to comprehend the revenue repercussions of their media expenditures across all major marketing channels. By standardizing measurement between CTV, linear TV, and online video alongside more traditional marketing avenues like paid search, Invoca empowers advertisers to maximize the efficacy of every incremental investment they make in media.
Growth of Video Engagement and Ad Spending
With the increasing inclination toward streaming services and online video content, there has been a notable rise in overall viewership. Consumers, on average, dedicate about five hours daily to digital video and three hours to traditional TV. In response, advertising expenditures for TV and digital video are projected to cross a staggering $124 billion, representing over 20% of total media spending.
The Role of Data in Modern Advertising
This surge in digital engagement also translates into a broader pool of authenticated viewers. The measurability and optimization of TV and video advertising become increasingly vital as those opportunities afforded by data analytics grow. Advertisers now possess the capability to target ideal consumers with precision and demonstrate their return on ad spend by assessing direct business results rather than relying solely on traditional metrics such as audience reach and impressions.
Measuring Outcomes with Invoca
The innovative solution from Invoca empowers advertisers to enhance their measurement and optimization processes for TV and video brand campaigns. Key features include:
- AI-Powered Conversion Attribution: This feature seamlessly integrates the impact of TV and video ad exposures with phone leads, conversions, and associated revenue.
- Real-Time Data Integrations: Invoca’s technology allows for transferring valuable data to platforms specializing in TV advertising and analytics, enabling advertisers to examine both online and offline conversions effectively.
- Cross-Channel Influence Tracking: This essential tool measures how exposures to TV and video ads enhance performance across various marketing transportations, including paid search and social media.
- Performance-Driven Optimizations: Advertisers are empowered to refine their CTV and video campaigns dynamically based on which elements are driving the most conversions and revenue.
Collaborative Insights for Advertisers
This comprehensive approach is producing significant outcomes for a diverse range of advertisers. Mike Novosel, VP of Strategic Partnerships and Alliances at StackAdapt, highlighted that their partnership with Invoca provides a holistic perspective on campaign performance across multiple channels. The collaboration allows advertisers to correlate offline phone conversions with CTV and digital campaigns, providing invaluable insights for strategic adjustments and consumer audience enhancements.
Success Stories and Strategic Partnerships
Jason Fairchild, CEO of tvScientific, elaborated on the synergy between their platform and Invoca, emphasizing their commitment to driving customer growth through effective CTV advertising. Invoca equips marketers with unprecedented data to measure crucial elements like phone leads and conversion rates, ensuring they can capture the real return on investment regarding their advertising dollars. These partnerships are vital to meeting the growing demands for measurable advertising outcomes and optimizing campaigns focused on driving revenue.
About Invoca
Invoca stands as an AI-enhanced revenue execution platform that ties together marketing, commerce, and contact center teams to create a smooth buyer journey, ultimately delivering unmatched AI-driven buyer experiences. By providing an extensive platform with established integrations with key technology providers, advertising teams can better align their media activities with revenue generation. Renowned brands like AutoNation, DIRECTV, Mayo Clinic, and Verizon have all achieved impressive outcomes using this platform. With a capital infusion totaling $184 million from a variety of prominent venture capital firms, Invoca is positioned as a leader in transforming how businesses view their media investments.
Frequently Asked Questions
What is Invoca's new AI solution?
Invoca's AI solution enables agencies to measure and optimize how CTV and online campaigns impact revenue and drive conversions.
How does Invoca help with TV advertising effectiveness?
The platform provides insights into how TV ads influence consumer behaviors, linking them to measurable business outcomes.
Why is understanding video ad performance important?
Understanding performance helps advertisers optimize their spending and maximize the return on their investments effectively.
What industries benefit most from Invoca?
Industries like automotive, healthcare, and financial services benefit significantly by tying media spending to revenue impacts.
How does Invoca ensure accurate data for marketers?
Through AI-powered analytics and real-time integrations, Invoca offers concrete data that reflects the influence of media spend on consumer actions.
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