Deliveroo’s In-App Advertising Platform: Revolutionising Brand Engagement in the F&B Industry

3 August 2023 In an increasingly competitive and crowded Food & Beverage (F&B) landscape, businesses are constantly seeking innovative ways to capture the attention of their target audience. Deliveroo UAE, recognising the need to stay ahead in this crowded landscape, made a strategic move earlier this year by launching its in-app advertising platform, a powerful tool that connects brands with a captive audience. This innovative platform not only benefits restaurant partners but also opens up new avenues for FMCGs and other brands to reach millions of engaged Deliveroo customers seamlessly. Designed to empower advertisers, brands can connect with their target audience across various touch points including the app, website, social media, email and push notifications.

The primary driving force behind the development of the new in-app advertising platform was twofold: driving revenues for Deliveroo while providing brands with diversified marketing touchpoints beyond traditional channels to drive sales and growth. This platform supports Deliveroo’s path to profitability, leveraging Deliveroo’s knowledge, tech innovations, data insights and engaged customer base to support brands’ commercial objectives effectively.

One of the key advantages of this advertising platform is its ability to integrate seamlessly into the user experience. Recognizing the importance of user satisfaction, it ensures that advertisements do not disrupt customers’ interactions with the app. Personalised advertisements are thoughtfully placed in high-visibility carousels, search results and even post-transaction on the order tracker page. Native ads seamlessly blend into the user experience, making them even more effective in capturing the user’s attention.

The platform is already developing and by the end of Q3 2023, Deliveroo and our partner Criteo will deliver more robust ad solutions to partners. With data the backbone of any successful advertising campaign, presenting an in-app advertising platform opens up a plethora of opportunities for advertisers to leverage. Providing access to millions of engaged customers, brands can tap into the platform's vast user base, enhancing their reach and visibility. Moreover, advertisers receive key insights into their campaigns, allowing them to make data-driven decisions to optimise and improve performance. Through these insights, brands can fine-tune their targeting, messaging, and offers, making their advertising efforts more effective and efficient. This emphasis on data-driven insights demonstrates a commitment to providing valuable support and tech innovations to brands, empowering them to achieve tangible and measurable results, alongside solidifying the platform’s position as a valuable tool for advertisers.

Furthermore, the approach to contextual advertising adds an extra layer of relevance and personalization. By tailoring ads to match the content and location where they appear, the platform ensures that the right audience receives the right message at the right time. This personalized touch not only enhances user engagement but also strengthens the bond between brands and their potential customers.

In an era where customer consent and privacy are paramount, Deliveroo's in-app advertising platform aligns with the company's ethos of transparency and user empowerment. By allowing customers to opt out of marketing emails and push notifications, the platform respects individual preferences, ensuring that advertising remains non-intrusive and respectful of users' choices. Additionally, all advertising formats are designed to fit seamlessly into the app and website pages, clearly marked with badges indicating that advertisers have paid for the placement, promoting transparency and trust between brands and users.

As Deliveroo operates as a tech-enabled three-sided marketplace (riders, customers, restaurant and grocers), it offers a diverse range of advertising opportunities that go beyond digital channels. This unique advantage sets it apart from traditional advertising platforms, providing potential advertisers with a broad array of ways to connect with consumers. From digital ads to sampling physical products via Deliveroo's Editions network and Hop, its fast-growing rapid delivery-only grocery service, advertisers have numerous channels to engage with their audience.

In conclusion, this in-app advertising platform signifies a significant advancement in the F&B marketing landscape, revolutionising strategies for brands and significantly elevating the overall customer experience. By offering brands the chance to seamlessly connect with millions of engaged Deliveroo customers through hyperlocal advertising, the platform opens up a world of opportunities for both advertisers and the company itself. This approach ensures that ads are highly targeted to specific geographic locations, enhancing their effectiveness and relevance to the local audience. Deliveroo's commitment to transparency, user empowerment, and data-driven insights sets a high standard for digital advertising platforms.