New advertising technology offers marketers greater flexibility in ad creation to help them navigate shifting consumer shopping habits

AdAdapted, a consumer packaged goods (CPG) media partner revolutionizing advertising technology by turning pre-shop intent into awareness and action, has launched a new, flexible advertising tech solution for CPG brands — Add-It™ Pathways. The digital ad technology enables marketers to utilize modular ad units to align consumer online shopping behaviors with a brand’s marketing objectives.

“Only 18% of consumers immediately buy a product they like after seeing a CPG digital ad,” said Molly McFarland, founder and chief revenue officer at AdAdapted. “Consumers don’t always take the same next step action, which is why it can be important to provide multiple options for consumers to explore. By providing consumers with a ‘choose-their-own-adventure’ pathway, brands can develop a seamless experience that nurtures future customers and prepares them to act when the time is right.”

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Add-It™ Pathways grants brands the ability to select multiple call-to-action (CTA) options to incorporate into their ad unit. With various CTAs to choose from and endless targeting configurations to consider, brands can create a truly customized shopping experience reflective of their campaign goals. The flexible solution can be implemented to achieve numerous objectives, such as:

• Building Awareness – Actions such as See Recipes, Watch Video and Where to Buy, can build brand recognition and interest or generate visibility for a new-to-market product.
• Driving Conversions – CTA options including Add-to-Cart, Save to Phone and Shoppable Recipes, build brand exposure at the most opportune moments to inspire consumers to take action and reduce friction to a transaction.
• Appealing to Savings Conscious Shoppers – Brands can offer solutions for shoppers looking for ways to save money through actions like See Recipes, to inspire product usage and Local Deals, which allows users to view aggregated grocery circular deals across local retailers for the promoted product.

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“As the effects of inflation persist, consumers are changing their grocery shopping habits quickly — whether it means they’re buying less, exploring different brands, using coupons more often or shopping at different stores,” said McFarland. “This ongoing shift only emphasizes the value of choice and the importance of arming consumers with options. Those unable to offer different solutions risk losing the opportunity to convert potential buyers.”