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1、Measuring increasing or decreasing viewer purchase intent(PI)with iSpot Creative Assessment is uniquely effective because it directly ties the viewers response to their actual ad exposure.This approach isolates the true impact of the creative by eliminating confounding variables between exposure and

2、 conversion.Top 2 Box Intent represents the proportion of exposed viewers expressing an increased likelihood of visit or purchase immediately after seeing the ad.PURCHASE INTENT LEADERS:RETAILCreative Outcomes:Measuring What MattersMeasuring Purchase Intent and Its ImpactThe main goal of any adverti

3、sing campaign is to boost the business,whether its through short-term reminders or promotions,or by building awareness and a brand identity that resonates with consumers in the long run.As AI and the increasing popularity of streaming and addressable media continue to transform the advertising indus

4、try,marketers consistently grapple with the challenge of evaluating the potential impact of their creative content.While marketers often want an“easy button”to directly connect ad creative to sales impact,determining-and predicting-which ads are going to be effective and which arent is complex.Ultim

5、ately,effective creative content is what motivates consumers to take action,such as considering a brand or making a purchase.The key metric here is intent.2*Methodology and all terms defined in glossary on page 13Fundamental to any campaigns success is good creative,and purchase intent best determin

6、es the ads poised to significantly influence business outcomes.The next essential step for marketers is to gain an understanding of not only what works for their brand(s)but also the strategies driving competitive intent,as different brands employ different approaches that may prove more effective.U