With TikTok, Meta's Instagram Reels and other multimedia content and platforms becoming an increasingly relevant way to capture consumers’ attention, brands and agencies are looking for ways to meet consumers where they are.
AdAdapted, a shopping list marketing and insights platform for CPG brands, agencies and retailers, has launched add-to-cart, Shoppable Video Ads. This allows brands to message consumers with a short-form video ad so consumers can add products directly to their digital cart. The offering can help marketers tell their brand story and reap customer insights through mobile browser, mid-article or stand-alone video ads.
AdAdapted’s Shoppable Video Ads enables brands to build e-commerce campaigns via its Shopping List Marketing mobile ad platform. This goes beyond standard video ads by leveraging the platform's one-click functionality so consumers can add branded products directly to their e-commerce cart. The advertising product utilizes AdAdapted’s verified shopper audience to target consumers based on shopping list intent behavior, ensuring ads are served only to the consumers most likely to purchase the item, according to a news release from the advertising firm.
The new offering enables video with two primary objectives:
Shoppable add-to-cart actions to boost click-through rates.
Brand awareness to optimize completed views.
“We have found significant positive results with AdAdapted campaigns over the years,” said Ali Fluke, senior advertising manager, Kodiak Cakes, in the release. “The launch of AdAdapted Shoppable Video Ads enables us to utilize AdAdapted’s one-click add-to-cart user experience, while expanding the placement opportunities to mobile web.”
AdAdapted says its Shoppable Video averages a longer view time than video on social feeds. Brands can also overlay cross-device and segment targeting (including demographics or preferences) via AdAdapted’s existing partnership with data connectivity platform LiveRamp, according to the release. Video campaigns come with end-of-campaign custom reporting.
“In today’s digital age, brands must serve consumers compelling video content that encourages them to engage,” said Mike Pedersen, co-founder and CEO of AdAdapted. “Shoppable Video Ads are a natural extension of our Add-It product suite and allow brands to serve high impact, video content to the head of household shoppers at the right time, leading to an increase in both conversions and sales that exceed industry standards.”