TPN Taps AdAdapted for Targeted Ads
AdAdapted, a shopping list marketing and insights platform, has been tapped by creative commerce agency TPN to improve how its clients reach consumers during the pre-shop planning phase.
TPN works with consumer goods brands, such as Hershey, Sara Lee and Campari’s Espolon Tequila, and will initially leverage AdAdapted’s platform for food and household cleaning brands, according to a media release. The platform uses AI to target shoppers based on previous purchase history, retargeted keywords found on shopping lists and additional data points.
The AdAdapted platform will provide TPN clients access to “uniquely” targeted ads and shoppable content delivered on mobile shopping apps and digital touchpoints allowing consumers to click to add the product to their shopping lists and into carts, per the release.
The platform integrates with retailer-owned carts and shopping lists, allowing shoppers to add products directly from ads and shoppable content to their cart.
“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,” Joe Scartz, chief digital officer, TPN, said in the release. “The technology perfectly aligns with the goals of our clients and comes with measurable results to match.”
AdAdapted says it uses over a “petabyte” of individual and aggregated list-building data to precisely target shoppers based on their specific needs and preferences. The patented technology includes its Add-It solution, which aims to shorten the path to conversion.
AdAdapted says its shoppable ads generate a 2% click-through rate for brands.
"Consumers are fickle today,” Molly McFarland, co-founder and chief revenue officer, AdAdapted, said in the release. “We are excited to collaborate with TPN and its CPG clients to deliver relevant and timely content directly to consumers to grow engagement and sales.”
As the two companies continue to grow their partnership, AdAdapted and TPN say they are looking to expand beyond the food and household cleaning categories in the future.