Deliveroo Hong Kong has partnered with commerce media company Criteo to unveil “Deliveroo Media and Ecommerce”, a new advertising platform that allows brands to advertise to Deliveroo customers in new formats, in-app and online. Ads are also slated to come on to Deliveroo’s order tracker page for the first time. While Criteo will supply the advertising technology and media sales services, brands can 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. Currently, brands can leverage the advertising services provided by Deliveroo to advertise the products. The new platform aims to further reach out to the audience.
Furthermore, 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.
Deliveroo believes the platform can improve the customer experience by helping them to discover content they want. As a result, helping merchants to reach the right group of target customers directly and drive incremental demand.
According to Deliveroo, while the advertising platform was first launched in the UK last Summer, the advertising revenue reached an annualised run-rate of HK542 million or 0.8% of gross transaction value (GTV) in Q2 2023. Some of the global brands that participated in the advertising platform in the UK include Coca-Cola, Unilever, Reckitt and PepsiCo.
“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 engagingly, as well as helping merchants to drive incremental demand,” said Nick Price, interim general manager of Deliveroo Hong Kong.
Retail media advertising has picked up pace across the region. Deliveroo’s competitors such as Foodpanda and Grab are also offering similar solutions to those across Southeast Asia. With online purchase growing in popularity, retail media has gain prominence with brands as they look to target relevant audiences across digital channels. According to a definition by Criteo, retail media can enable brands to boost their visibility on the “digital shelf”, similar to an endcap or special in-aisle feature in a physical store.
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