The earliest reference to the noval type that I have found is in AWV Radiotronics 1947 March, in connection with the RCA 12AU7:
Interestingly early advertising by RCA and GE in respect of their noval valves did not include the "noval" descriptor.
The noval name seemed to have crossed the Atlantic failry readily. Philips used it in 1949, which I think was the first year in which European-made novals became available:
And it was used by Wireless World in 1950 connection with the Mullard EF80 and ECL80:
Re "Innoval", it is looking very much as if this was exclusive to Philips Australia.
Cheers,