Deliveroo has today (29 June) launched a new advertising platform, ‘Deliveroo Media and Ecommerce’ which will initially begin operating in the UK before a roll-out across global markets later in the year.

The food delivery firm’s new platform will enable to brands to advertise to its extensive global customer base via its app, website and social media channels. FMCG brands will also be able to send out emails and push notifications via the service.

Innovations will include advertising on Deliveroo’s tracker page for the first time, with new formats set to be launched over the coming months, alongside sponsored search listings.

The ecommerce business’ delivery-only ‘Editions’ kitchens and rapid delivery proposition ‘Hop’ will also form part of its new advertising offering, giving brands the chance to market content directly to consumers at the point of delivery.

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Deliveroo currently operates across 11 markets globally, with a presence on three continents. Through its new platform, food and drink businesses will gain access to its network of 170,000 restaurants and close to 13,000 grocers.

“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.”

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