Ann Arbor, Michigan-based AdAdapted has launched add-to-cart, shoppable video ads. Companies will have the ability to tell their brand story, while increasing conversions and gathering critical customer insight through mobile browser, mid-article or stand-alone video.
AdAdapted Shoppable Video Ads enable brands to build e-commerce campaigns on its Shopping List Marketing mobile ad platform. This goes beyond standard video ads by utilizing the company’s one-click functionality so consumers can add branded products to their e-commerce cart.
The product leverages AdAdapted’s verified shopper audience to target consumers based on shopping list intent behavior, ensuring ads are served to the consumers most likely to purchase the item, increasing the likelihood of conversion.
“We have found positive results with AdAdapted campaigns through the years,” said Ali Fluke, senior advertising manager, Kodiak Cakes. “The launch of AdAdapted Shoppable Video Ads enables us to utilize AdAdapted’s 1-click Add-to-Cart user experience, while expanding the placement opportunities to mobile web.”
The new offering enables video with two primary objectives: shoppable add-to-cart actions that optimizes click-through rate and brand awareness that optimizes for completed views.
Shoppable video averages a 6.5 times longer view time than video on social feeds. Brands can also overlay cross-device and segment targeting (including demographics or preferences) through AdAdapted’s existing partnership with LiveRamp, a data connectivity platform. 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, AdAdapted.
“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.”
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