Deliveroo’s new ad platform expands brand reach to online grocery shoppers

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Starting in July, brands will be able to promote Deliveroo customers with relevant offers across Deliveroo’s app, website, social media, email and push notification campaigns. For the first time, Deliveroo’s order tracker site is scheduled to be promoted, with new formats set to roll out alongside sponsored search listings in the coming months.

Currently, Deliveroo partners can use Deliveroo’s advertising services, for example with sponsored positioning for restaurant or food partners. The new advertising platform means FMCG consumer brands will be able to advertise to millions of highly engaged Deliveroo customers.

Deliveroo’s network of Editions kitchens and fast-delivery grocery stores is also part of Deliveroo’s new advertising offering, which allows brands to put relevant content or samples in the hands of consumers when their meals and groceries are delivered to their door.

Eric French, Chief Operating Officer at Deliveroo, said: “Ad revenue is a small part of Deliveroo’s current model, but a huge opportunity and lever the company can pull to increase net revenue. Deliveroo has over eight million monthly active consumers, many of whom order from us weekly, giving us an engaged and valuable audience for brands to connect with. Our new advertising platform will enable restaurant and food partners to tell their story emotionally and effectively while ensuring Deliveroo customers continue to receive a food-first experience.”

Ad revenue is a key lever driving Deliveroo’s journey to profitability and free cash flow generation. Deliveroo aims to achieve an Adjusted EBITDA margin (in % of GTV) above 4% by 2026, with further upside potential beyond 2026.

Advertising on Deliveroo includes partnerships with restaurant partners as well as FMCG companies, mainly in the food sector. It does this in a way that respects the consumer experience, which is Deliveroo’s priority. Consumers will continue to receive a food-first experience on the app, and Deliveroo intends to provide more space for restaurant and grocery partners to emotionally and effectively tell their story to Deliveroo customers through the platform. The advertising solutions will be in this context.

With a grocery delivery marketplace in 11 markets and with over 170,000 restaurants and nearly 13,000 grocers on the platform, Deliveroo Media and Ecommerce is well positioned to connect brands with over eight million monthly active consumers.

Deliveroo Media and e-commerce will be launched in the UK before launching in other markets globally, with Deliveroo partnering with Criteo, the Commerce Media company that will provide the advertising technology and media sales services.

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