Deliveroo unveils new advertising platform

Delivery service giant Deliveroo has announced the launch of it’s new advertising platform, Deliveroo Media and Ecommerce.

From July, the new platform will allow brands to advertise to Deliveroo customers in new formats, such as in-app, social media, and email. It will initially launch in the UK before rolling out to other markets globally.

Advertising is also coming to Deliveroo’s order tracker page for the first time, alongside sponsored search listings which is expected to launch in the coming months.

READ MORE: Spar signs new deal with Deliveroo for 2,160 stores

Under the current system, only Deliveroo partners can make use of Deliveroo’s advertising services, through sponsored positioning for restaurant or grocery partners. The new advertising platform means FMCG brands will be able to advertise to “millions of highly-engaged Deliveroo customers.”

With a food delivery marketplace in 11 markets, and with over 170,000 restaurants and close to 13,000 grocers on the platform, Deliveroo Media and Ecommerce is looking to connect brands with over eight million monthly active users.

Chief operating officer at Deliveroo, Eric French, said: “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.”

Deliveroo is also working with Criteo, the commerce media company, which will supply the advertising technology and media sales services.

Criteo managing director EMEA Jill Orr, added: “This exciting global partnership is our first in a space where marketplaces and quick commerce service the needs of today’s consumer food.

“The scale of the Deliveroo’s addressable audience matched with the boom in their grocery delivery provides a truly unique opportunity for advertisers in the market. Deliveroo has the means to become a giant in the retail media space and we look forward to supporting the business as it embarks on this journey.”

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