Revenue execution platform provider Invoca announced new no-code integrations for Pinterest, Snapchat, and TikTok, expanding its suite of social advertising integrations. 

The move aims to help marketers optimize their social media advertising spending as budgets tighten and social ad expenditures continue to rise.

According to eMarketer data cited by Invoca, U.S. social network ad spending is projected to increase by 13.5% in 2024 to $82.88 billion. The research also suggests that social ad spend may surpass traditional search advertising by 2026.

This growth occurs against a backdrop of shrinking marketing budgets. 

A Gartner study referenced in the announcement reveals that 2024 marketing budgets have decreased by 15% as CMOs pursue growth in the “era of less.”

Invoca’s platform attributes the marketing source of incoming calls and uses AI to analyze conversations, detecting leads and conversions. This data is then activated in social ad platforms to inform audience targeting and optimize campaigns.

“More than ever, B2C marketers must connect all of their media investments to revenue,” said Invoca CMO Peter Isaacson. “They must connect their critical first-party data into the broadest digital platforms possible.”

The company reports that its integrations address several key challenges faced by marketers:

1. Audience targeting: Invoca’s AI-powered first-party data from phone conversations enables marketers to retarget past callers, exclude converted or unqualified leads, and create lookalike audiences.
   
2. Attribution and measurement: The platform attributes marketing sources for calls and analyzes conversations for intent and outcome, integrating this data with social ad platforms.
   
3. Spend optimization: Real-time call value data is passed to social ad platforms to inform bidding strategies and improve conversion rates, revenue, and return on ad spend (ROAS).
   
4. Cross-channel performance data: Invoca allows marketers to compare social advertising impact against other digital channels, such as Google Ads, display, and SEO.

The announcement includes a case study of Rogers, a Canadian telecom company serving over 10.8 million subscribers. 

Rogers uses Invoca to attribute and optimize phone call conversions from search and social advertising. The company reports doubling its volume of qualified leads and achieving an 18% lift in net revenue from paid search using Invoca’s Meta integration and first-party call data.

Joel Citron, Chief Information Officer of AI Media Group, commented on the technology: “With Invoca’s AI, we can measure our call-driven ad performance on platforms such as TikTok or Facebook and optimize our campaigns to drive the best quality calls.”

Invoca states that its platform is used by companies, including University Hospitals, AutoNation, BBQ Guys, and Rentokil, to increase revenue and ROAS from social advertising.

The company has been named a Leader in Forrester Research’s Q2 2024 Wave report on Real-Time Revenue Execution Platforms, receiving top rankings in current offering and strategy categories. 

The company received the highest possible score in 19 of 31 evaluation criteria, including AI differentiators and marketing performance optimization.