Deliveroo are launching a new advertising platform to offer a way for brands to reach the food delivery services customer base. This is a step further than their usual advertising capabilities that were previously limited to Deliveroo’s own food partners.
From this month Deliveroo’s advertising platform, Deliveroo Media and Ecommerce will be available to brands who will be able advertise to customers with relevant offers across its app, on Deliveroo’s website and as part of social media, email and push notification campaigns.
For the first time, advertising is planned for Deliveroo’s order tracker page, with new formats to launch over the coming months, alongside sponsored search listings.
Currently Deliveroo partners are able to make use of Deliveroo’s advertising services, with sponsored positioning for restaurant or grocery partners for example. The new advertising platform means consumer FMCG brands will be able to advertise to millions of highly engaged Deliveroo customers, primarily on the grocery side. This will be done in a way that is mindful of the consumer experience, which is Deliveroo’s priority. Consumers will continue to receive a food-first experience in-app and Deliveroo intends to provide more space to enable restaurant and grocery partners to tell their story emotionally and effectively to Deliveroo consumers via the platform. The advertising solutions will sit within this context.
Advertising revenue is a small part of Deliveroo’s current model but a big opportunity and a lever the company can pull to increase net revenue. Deliveroo has over eight million monthly active consumers, many of whom are ordering with us on a weekly basis, so we have an engaged and valuable audience for brands to connect with. Our new advertising platform will enable restaurant and grocery partners to tell their story emotionally and effectively whilst ensuring Deliveroo customers continue to receive a food-first experience.
– Eric French, Chief Operating Officer at Deliveroo
