Supplier News
Deliveroo to Expand Retail Media Offering
Deliveroo Expands Retail Media Strategy with SMG Partnership
Deliveroo strengthens its advertising strategy with a new partnership to support the way Deliveroo expands retail media across key markets. The partnership with connected commerce leader SMG aims to supercharge Deliveroo Media’s growth in the UK and Ireland.
Partnership Brings Proven Retail Media Expertise
SMG has a strong record managing media networks for big retailers like Boots, Co-op, Asda, and Morrisons. Now, its expertise will boost Deliveroo’s targeted campaigns and advertiser experience.
Since launching its media business in 2022, Deliveroo has rapidly scaled its advertising capabilities. In 2024 alone, ad revenue reached 1.4% of GTV, with a goal of 2%+ by 2026.
Strong Momentum Drives Future Plans
Over the past year, Deliveroo improved campaign performance using machine learning and new ad formats. This led to a 15% rise in merchants placing ads in 2024.
Even more impressively, 90% of partners returned to advertise again within a month. These metrics prove Deliveroo’s platform delivers effective, measurable results for advertisers.
According to chief business officer Carlo Mocci, Deliveroo’s ad business thrives on high-intent consumer behavior across its 300 million annual orders. Every purchase becomes a chance to deliver relevant advertising to engaged users.
Deliveroo Eyes Broader Market Reach
Looking forward, Deliveroo expands retail media by introducing advanced targeting, fresh formats, and sharper campaign insights. SMG’s support will also help Deliveroo attract more FMCG and non-endemic advertisers.
This partnership signals Deliveroo’s intent to become a key player in digital advertising, not just food delivery.
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