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How saatva and Tatari turned CTV spend into measurable revenue with Invoca. April 9, 2026 Buying a mattress is rarely an impulse decision. Consumers spend days, sometimes weeks, reading reviews, comparing models, and visiting showrooms before they commit. And for many, the last step isn't clicking "add to cart." These consumers will often pick up the phone. That shouldn't come as a surprise. Research shows that callers convert 10-15x more often than web leads, and they tend to make higher-value purchases. For brands selling high-consideration products like luxury mattresses, home services, financial products, and healthcare, the contact center is one of the most important revenue channels. Despite this, many marketers struggle to connect the phone leads they drive to revenue. And when it comes to phone leads generated by connected television (CTV) advertising, the gap is even wider. CTV drives calls, but most brands can't prove it. TV has always been a powerful driver of consumer action. A well-placed ad can spark awareness, build trust, and nudge viewers toward a purchase. Marketers have gotten quite good at measuring how TV impacts website traffic and e-commerce revenue. But what about the customer who sees a TV spot, visits the brand's website to browse, and then calls to place their order? Without the right technology in place, that phone sale simply isn't captured in attribution models. As a result, brands systematically undercount the revenue their CTV campaigns generate, leading to misallocated budgets and missed optimization opportunities. This was the challenge Saatva, one of America's leading luxury mattress brands, was facing. How Invoca closed the loop for saatva. Saatva had already built a sophisticated measurement framework for TV advertising through its partnership with Tatari, a leading CTV and video analytics platform. It could track how channel investment drove website visits, e-commerce sales, and even retail foot traffic. However, one critical piece was still missing: purchases made over the phone. That's where Invoca came in. By integrating Invoca's AI-powered platform with Tatari's TV attribution platform, Saatva could finally trace the full customer journey from video impression to phone call conversion. Here's how it works: * A viewer sees a Saatva CTV ad * They visit saatva.com, where Tatari creates a session ID to track the visit * Invoca captures that same session identifier through an on-site tag * When the customer calls, Invoca ties the phone conversation (and the resulting purchase) back to the original TV-driven website visit The result is a complete attribution path from online impression to offline revenue: CTV impression | website visit | phone call | purchase. For the first time, Saatva could incorporate contact center revenue into the same measurement models it used for online conversions. This gave their marketing team a dramatically more accurate view of TV's true ROI. Beyond attribution: the power of Invoca's AI. Connecting calls to TV ads is just the beginning. Invoca's platform goes deeper, unlocking insights from every phone interaction that most brands never see. As Nathan Ziv, SVP of Product Management at Invoca, explained: "Phone conversations are a rich source of customer insight that many marketers overlook. By combining Invoca's conversation analytics with Tatari's TV attribution, brands can see not only which ads drive calls, but also gain insights like customer sentiment and frequently asked questions to add another layer of context to performance data." This means brands can analyze which CTV creatives generate the highest-intent calls, understand what questions consumers ask before buying, identify sentiment patterns that correlate with conversions, and feed those insights back into campaign optimization. All of this rich data comes from the conversations already happening in Saatva's contact centers. What Invoca's data revealed. Once Invoca was integrated into Saatva's measurement framework, the results were immediate and compelling. Several key patterns emerged: CTV clearly drove offline purchases. As CTV investment increased during the fall season, especially around Black Friday, attributed call conversions rose in parallel. The correlation between CTV exposure and phone call conversions was unmistakable. Previously uncounted revenue came to light. By bringing contact center purchases into the attribution model, Saatva captured revenue that had been invisible in its CTV performance analysis. Without Invoca, this revenue would have been omitted from measurement. Data quality held up. Validation checks confirmed that Invoca's tracking matched Saatva's internal call volume numbers, giving the team confidence that the measurement reflected real customer behavior. As Saatva's VP of Marketing, Alex Diesbach, put it: "For our business, the contact center is an important part of how customers buy. Working with Tatari and Invoca helped us quantify how TV impacts real conversations with customers that lead directly to sales." Why this matters for considered purchase industries. Saatva's story highlights a truth that applies far beyond the mattress industry. If your brand offers considered purchases where phone calls play a role (a common reality for industries like home services, insurance, automotive, healthcare, travel, and financial services), you're likely dealing with the same attribution blind spot. If you're investing in CTV advertising and have a contact center, there's a good chance you're undercounting your conversions. The calls are happening, and the sales are closing. However, without the right measurement in place, that value never shows up in your performance data. Invoca's AI-powered platform is purpose-built to solve this problem. It connects phone calls to the marketing touchpoints that drove them and unlocks the rich insights hidden in every conversation. Ready to close the attribution gap? If your CTV campaigns are driving phone calls and you're not measuring them, you're underreporting a significant portion of your ROI. Let's fix that. Schedule a demo today to learn how conversation analytics can complete your attribution picture.

Four Tatari clients to air commercials during NBC's Super Bowl LX broadcast, underscoring its role as the go-to partner for TV advertising at scale. February 5, 2026 3 min. read Ro, Manscaped, Tecovas, and Life360 to air commercials during NBC's Super Bowl LX broadcast. Tatari, the leading convergent TV advertising platform, announced that four of its clients, Ro, Manscaped, Tecovas, and Life360, will advertise during Super Bowl LX. Bringing four advertisers to the Super Bowl in a single year marks a new high for Tatari and reflects its growing role as the partner brands turn to when TV becomes central to their growth strategy. The Super Bowl represents the most premium, complex, and closely held inventory in television. For brands, it is not simply a media buy but a strategic moment that requires scale, access, and deep coordination across multiple partners. Increasingly, brands rely on Tatari to help them scale their TV campaigns, guiding them through a disciplined, data-driven path into TV and live sports. Rather than jumping straight into marquee moments, advertisers test into sports in smaller doses, measure performance at the spot level, and refine creative based on outcomes like cost per site visit and cost per acquisition. As campaigns prove effective, brands build confidence and impact over time. The Super Bowl represents the culmination of that process, not a departure from it. "This didn't happen overnight," said Andy Schonfeld, Chief Revenue Officer of Tatari. "Ro, Manscaped, Tecovas, and Life360 didn't wake up one day and decide to buy a Super Bowl ad. They built on TV over time, testing, learning, and scaling with intention. The Super Bowl is a natural outcome of that process, and bringing four advertisers this year reflects how often Tatari now plays that role for brands." NBC offers a limited number of streaming-only Super Bowl placements through Peacock, two of which were secured by Tatari clients this year. That inventory is transacted directly with the network and is not available through programmatic exchanges, leaving self-serve DSPs and programmatic CTV ad platforms on the sidelines. Tatari works directly with broadcasters like NBC to secure and manage these placements, leveraging long-standing relationships to help brands access premium inventory and unique sponsorships and integrations into TV show content. The four Tatari Super Bowl advertisers span categories including healthcare, CPG, apparel, and technology, demonstrating Tatari's ability to support a wide range of business models and marketing objectives. Whether brands are focused on accelerating growth, expanding awareness, or reinforcing category leadership, Tatari provides a unified platform and strategic partnership to help them scale on TV. Historically, Tatari has supported one or two Super Bowl advertisers each year, including TickPick, which ran its first-ever Super Bowl ad last year as part of a streaming-first strategy. Super Bowl 59 drew 14.5 million streaming viewers across Tubi and NFL digital properties, with Tubi alone delivering 13.6 million viewers, a new record that far exceeded projections. The results underscored the strength of the streaming commitment that Tatari helped secure: within seconds of airing, TickPick saw a sharp surge in demand, driving more than 700 website visits and 1,800 app installs in a single minute and ultimately driving close to 12,000 installs and over 8,000 website visits over the next 28 days. Bringing Ro, Manscaped, Tecovas, and Life360 to this year's Super Bowl reflects Tatari's continued growth, expanding publisher relationships, and increasing presence at the highest levels of television advertising. Looking ahead, Super Bowl 60 has the potential to continue the trend of record-setting viewership, creating even greater opportunities for this year's advertisers. And for Tatari clients, the momentum doesn't stop after the game. Leveraging its TV technology and post-game strategy, Tatari helps advertisers sustain momentum well beyond the final whistle. Through retargeting, brands can re-engage viewers who saw their Super Bowl ad with follow-up TV ads designed to drive consideration and conversion. For Fiverr, this approach allowed Tatari to build on their initial Super Bowl spot, efficiently retargeting exposed audiences with additional creative to move them further down the funnel and optimize performance in the weeks that followed. And the impact doesn't stop there. TV creates a powerful halo effect that amplifies other channels. In fact, more than half of Tatari's clients see that their TV ads boost purchase conversion rates of other marketing channels by more than 50%. Tatari's platform enables advertisers to plan, execute, and measure campaigns across linear and streaming TV from a single system, combining software with hands-on expertise. The result is a repeatable path for brands, from first TV test to the most-watched broadcast in the world.