Once upon a time marketers tried to lure viewers to their phones with a "call to action," but these days TV spots are leveraging the Web to expand their message and to gauge the lure of a given TV spot. Today these spots are known as "invitational" ads, and marketers as disparate as General Motors' Cadillac division, the retailer Target, Papa John's pizza and Colgate-Palmolive are getting into the act.

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