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AdAdapted Unveils Add-It™ Pathways Solution for CPG Brands

In the fast-evolving world of consumer packaged goods (CPG), marketing strategies must keep pace with rapidly changing consumer behaviors. On June 27, 2025, AdAdapted—a leader in CPG media partnerships—launched its groundbreaking advertising solution, Add-It™ Pathways. This innovative technology aims to empower marketers by transforming pre-shop intentions into actionable awareness, ensuring that brands remain relevant and engaging to their audience.

A Game Changer for CPG Advertising

The core idea behind Add-It™ Pathways is flexibility. Recognizing that only 18% of consumers make immediate purchases after viewing a digital ad, AdAdapted realizes the need to offer multiple engagement pathways. According to Molly McFarland, AdAdapted's founder and Chief Revenue Officer, consumers often exhibit various next steps post-ad exposure. Therefore, the company has introduced a modular approach that allows brands to customize their advertising strategies according to the different consumer journeys.

With Add-It™ Pathways, brands can choose from a variety of call-to-action (CTA) options tailored to their marketing goals. This means that campaigns can be strategically designed to not only engage potential customers but also guide them down different paths, enhancing the likelihood of eventual purchase.

Key Features of Add-It™ Pathways

1. Flexible CTA Options: Brands can select from multiple CTAs such as 'See Recipes,' 'Watch Video,' or 'Where to Buy,' thereby tailoring messages that resonate with their potential customers. Whether focusing on brand awareness or specific promotions, this flexibility allows for a customized shopping experience.

2. Driving Conversions: To enhance purchase likelihood, AdAdapted's solution integrates CTAs such as 'Add-to-Cart' and 'Save to Phone.' These options provide consumers with a frictionless pathway to transaction, amplifying conversion opportunities at critical moments.

3. Savings-Centric Approaches: In today’s economic climate, where inflation significantly affects consumer behavior, the Add-It™ Pathways solution includes options for cost-conscious shoppers. For example, pathway options like 'Local Deals' aggregate grocery circular deals, encouraging customers to explore promotions while enhancing product usage.

Adapting to Consumer Behavior Changes

The persistent effects of inflation and its impact on consumer shopping habits underscore the need for adaptable marketing strategies. As noted by McFarland, consumers are shifting their grocery shopping patterns, opting for different brands, leveraging coupons, and even changing stores. With these developments, brands that can offer varied options stand a better chance of capturing consumer interest and securing conversions.

The Future of CPG Marketing

AdAdapted's launch of Add-It™ Pathways is a clear indication of the company's commitment to revolutionizing advertising in the CPG sector. By blending technology with consumer insight, AdAdapted's platforms seek not just to increase brand visibility but also to facilitate seamless consumer journeys from awareness to action.

For brands eager to remain relevant in a competitive marketplace, leveraging versatile advertising technologies like Add-It™ Pathways will be crucial. As the patterns in consumer shopping behaviors continue to evolve, businesses must embrace innovative marketing solutions to ensure they do not miss opportunities for impactful engagements with their customers.

To discover more about how AdAdapted is changing the landscape of CPG and retail media technology, visit adadapted.com.