Deliveroo’s in-app advertising: ‘the right message to the right audience’

The app’s new platform helps brands better target customers, says Deliveroo's Sally Arida

Deliveroo UAE 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.

Getting personal

Personalised adverts 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 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.

The approach to contextual advertising adds an extra layer of relevance and personalisation. 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 personalised touch not only enhances user engagement but also strengthens the bond between brands and their potential customers.

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.

Connecting with customers

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.

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.

By Sally Arida, Client Partner Lead – Media & e-Commerce at Deliveroo UAE