DoorDash is expanding its self-serve ad solution to consumer packaged goods (CPG) brands, enabling them to directly activate and manage ads on the company’s order-to-eat platform.
The offering promises to drive incremental revenue for partnering brands through item-level placements across its convenience and grocery marketplace, improving visibility among potential customers. According to DoorDash, participating brands see more than 50% of orders generated through the DoorDash app come from new customers.
“As we continue to build the ad platform for local, our goal is to connect every store and brand within each store to every local consumer,” said Vice President of DoorDash Ads, Toby Espinosa. “Ads on DoorDash continue to be a trusted way for consumers to discover new businesses and products that are relevant to them for every shopping occasion. With today’s news, we’re excited to bring digital ads to brands of all sizes with innovative and flexible solutions.”
The company’s ad solution builds on the popularity of its subscription service, which serves more than 25 million active customers and a network of more than 75,000 convenience, grocery, and retail stores. It includes a CPG ads manager, third-party platform partnerships with Pacvue and Flywheel, and API integrations, with self-serve Sponsored Listings expanding to Canada and Australia.
The offering enables brands to promote their products in curated aisles across multiple stores. They can also choose to boost products at the top of category results, such as snacks or drinks, as consumers are browsing. Alternatively, they can capture high-intent consumers searching for products by appearing at the top of search results.
The announcement comes a year after DoorDash launched a self-serve ad platform for restaurants.
Photo credit: DoorDash