Deliveroo has announced the launch of its new advertising platform, Deliveroo Media and Ecommerce.
From July, brands will be able to advertise to Deliveroo customers with relevant offers across its app, website and as part of social media, email and push notification campaigns.
In a first for the rapid delivery company, advertising is also planned for its order tracker page, with new formats to launch over the coming months, alongside sponsored search listings.
Under the current system, only Deliveroo partners can use advertising services on the platform, with sponsored positioning for restaurant or grocery partners.
However, the new platform means consumer FMCG brands can advertise to “millions of highly engaged Deliveroo customers.”
Deliveroo’s delivery-only ‘Editions’ kitchens and rapid grocery delivery ‘HOP’ stores are also part of the new advertising proposition.
“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 chief operating officer Eric French said.
“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 Media and Ecommerce will launch in the UK before rolling out to other markets globally.
