As marketing teams face increasing pressure to justify spend and respond faster to competitive moves, understanding not just where competitors advertise but why has become critical. Ad Objective Intelligence marks a new step in competitive analysis, with BIScience announcing a new capability within AdClarity that automatically classifies competitor campaigns by objective, revealing whether efforts are designed to build brand awareness or drive performance outcomes.
BIScience, the company behind AdClarity, said the launch addresses a long standing gap in competitive monitoring. While marketers have long been able to track formats, channels, and spend, understanding the strategic intent behind those investments has remained largely interpretive. Ad Objective Intelligence is designed to remove that ambiguity by applying AI to identify the underlying goal of competitor campaigns at scale.
With this new capability, teams can benchmark competitors on a like for like basis, separating brand building initiatives from performance focused pushes. This clarity allows marketers to spot strategic shifts earlier, such as when a competitor moves from sustained awareness activity into a more aggressive conversion driven phase. By understanding campaign intent, brands can pressure test their own messaging, offers, and channel mix against real market behavior rather than assumptions.
“Understanding competitors’ and industry ad intent transforms a marketing budget from a gamble into a strategic asset,” said Dorit Kaplan, VP Product and Strategy at BIScience. “By moving from a reactive to a proactive position, you stop chasing the market and start leading it.”
Data from BIScience highlights why this distinction matters. Over the past year, brand awareness activity accounted for forty percent of share of voice in the United States, while performance driven campaigns made up sixty percent. That balance shifts significantly by vertical. Health brands tend to prioritize awareness, while Insurance and Investing also lean toward brand building. In contrast, Marketplaces and Digital Games skew more heavily toward performance objectives, reflecting differences in buying cycles and competitive dynamics.
Ad Objective Intelligence helps teams interpret these patterns with greater confidence. Rather than reacting to spikes in competitor spend without context, marketers can understand whether activity is intended to shape perception, capture demand, or signal a broader change in strategy. This reduces the risk of misaligned responses, such as launching promotions in response to awareness campaigns or over investing in brand messaging when competitors are aggressively pursuing conversions.
For agencies and growth leaders, the new capability also supports stronger planning and optimization. Aligning channel strategy with clear campaign objectives allows teams to allocate budgets more effectively and anticipate competitive moves before they impact performance. In increasingly crowded markets, the ability to distinguish intent from noise can be a meaningful advantage.
By adding Ad Objective Intelligence to AdClarity, BIScience is extending its AI powered approach to competitive intelligence beyond visibility into insight. As marketing organizations seek to make faster, more informed decisions, understanding the objectives behind competitor campaigns is becoming as important as knowing where ads appear. Ad Objective Intelligence positions AdClarity to help brands move from monitoring competition to actively shaping strategy in response to it.
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