ANN ARBOR–AdAdapted, an advertising technology developer that gets brands onto shopping lists and into carts, announced that TPN, a creative commerce agency specializing in consumer packaged goods and shopper marketing, has selected AdAdaptedto drive conversions for its CPG clients in the food and household cleaning categories.
TPN, which works with consumer goods brands such as Hershey and Sara Lee, chose AdAdapted to improve how its clients reach consumers during the pre-shop planning phase. The AdAdapted platform delivers targeted ads and shoppable content on shopping apps that drive products onto consumer shopping lists and into carts. AdAdapted’s AI-powered platform targets shoppers based on previous purchase history, retargeted keywords found on shopping lists and additional data points.
AdAdapted uses over a petabyte of individual and aggregated list-building data to precisely target shoppers based on their specific needs and preferences.
AdAdapted’s patented technology includes its Add-It system that streamlines the consumer journey by shortening the path to conversion. The shoppable ads generate a near 2% click-through rate for brands, which is 11 times higher than the industry standard.
“Consumers are fickle today,” said Molly McFarland, co-founder and chief revenue officer of AdAdapted, “We help brands achieve their marketing objectives and deliver a superior shopping experience by retargeting keywords found on shopping lists and providing a frictionless path to conversion.”
AdAdapted enables shoppers to add products directly from ads and shoppable content by seamlessly integrating with retailer-owned carts and shopping lists, reducing click-friction, and enhancing the overall shopping experience.
“Working with AdAdapted gives our clients direct access to meaningful pre-shop engagement that drives additional revenue and profit,” said Joe Scartz, chief digital officer at TPN. “In the age of omnichannel, reaching consumers before they shop with personalized, unique content that builds brand awareness and, ultimately, online shopping cart conversions is paramount. The technology perfectly aligns with the goals of our clients and comes with measurable results to match.”
As the two companies continue to grow their partnership, AdAdapted and TPN will look to expand beyond the food and household cleaning categories to discover new ways for brands to connect with shoppers during the pre-shop phase.
With more than 110 million U.S. shoppers using mobile devices for their grocery lists, AdAdapted has built a distinct audience and ad offering that uses intent-based targeting, providing the easiest, most efficient way to reach active verified shoppers — exactly when they decide what to buy.
TPN is a part of Omnicom Group Inc., a global media, marketing and corporate communications holding company, headquartered in New York City. . The agency has nine offices across the U.S. and in the U.K. and is celebrating more than three decades of delivering creativity and results.