A New Era of Advertising: Deliveroo’s Innovative Approach
Deliveroo, the renowned food delivery giant, has just announced the introduction of its avant-garde advertising platform, “Deliveroo Media and Ecommerce,” in the bustling city of Hong Kong. This platform will provide brands with the golden opportunity to present relevant offers to Deliveroo’s vast customer base, not only through the app and website but also via social media, email, and push notifications.
Expanding the Advertising Horizon: From Restaurants to FMCG Brands
While Deliveroo’s partners have previously enjoyed the benefits of the company’s advertising services, such as sponsored positioning, the new platform takes it a notch higher. Now, consumer FMCG brands can tap into the potential of reaching out to millions of Deliveroo’s dedicated customers. Additionally, the company’s unique ‘Editions’ kitchens and ‘HOP’ rapid grocery delivery stores will be incorporated into this advertising strategy, offering brands a chance to directly place content or samples into consumers’ hands during deliveries.
Nick Price, Interim General Manager of Deliveroo Hong Kong, said “Deliveroo has over seven million monthly active consumers globally, 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. Done in the right way, both of our advertising activities can improve the customer experience by helping consumers to discover content they want in an engaging way, as well as helping merchants to drive incremental demand.”
A Seamless Integration: Prioritizing the Consumer Experience
Deliveroo’s commitment to its consumers remains unwavering. The company emphasizes that the advertising will be executed mindfully, ensuring that consumers continue to enjoy a food-centric experience. The platform is designed to provide ample space for restaurant and grocery partners to emotionally and effectively narrate their stories to Deliveroo’s vast consumer base.
Impressive Beginnings: UK Launch and Early Successes
The Deliveroo Media and Ecommerce platform was initially launched in the UK last summer. The results were nothing short of impressive, with advertising revenue hitting an annualized run-rate of £55 million or 0.8% of GTV in Q2 2023. This success underscores the platform’s efficacy in helping merchants boost demand. Notably, renowned brands like Coca-Cola, Unilever, Reckitt, and PepsiCo have already reaped the benefits of this platform in the UK.
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Collaboration with Criteo: Powering the Future of Advertising
To ensure the platform’s technological prowess, Deliveroo has joined hands with Criteo, a leading Commerce Media company. Criteo will be responsible for providing the state-of-the-art advertising technology and media sales services, setting the stage for a transformative advertising experience.
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