Deliveroo today announced the launch of its new advertising platform, Deliveroo Media and Ecommerce, in Hong Kong. From now, brands will be able to advertise to Deliveroo 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.
Deliveroo’s network of delivery-only ‘Editions’ kitchens and rapid grocery delivery ‘HOP’ stores are also part of Deliveroo’s new advertising proposition, enabling brands to get relevant content or samples into consumers’ hands as their meals and groceries are delivered to their door.
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.”
Advertising on Deliveroo will include partnerships with restaurant partners as well as FMCG companies. 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.
With a food delivery marketplace in 10 markets, and with over 162,000 restaurants and 20,000 grocers on the platform, Deliveroo Media and Ecommerce is well positioned to connect brands with over seven million monthly active consumers.
Deliveroo Media and Ecommerce was launched in the UK last Summer and has made an encouraging start, with advertising revenue reaching an annualised run-rate of £55 million or 0.8% of GTV in Q2 2023, reflecting that this is an effective way for merchants to drive incremental demand. Some of the popular brands that successfully utilised the advertising platform in the UK include Coca-Cola, Unilever, Reckitt and PepsiCo.
Deliveroo is working with Criteo, the Commerce Media company, who will supply the advertising technology and media sales services.