ITVX, ITV’s newly launched free-to-watch streaming service, is the latest brand to promote content on the Deliveroo app through the food delivery service’s new advertising platform, Deliveroo Media and Ecommerce.
The streaming service, will become Deliveroo’s second non-grocery brand to advertise on the Deliveroo order tracker page.
The campaign sets out to hit Deliveroo consumers at every stage of their journey on the platform, serving ITVX recommendations to make their streaming choice even easier.
This activation builds on Deliveroo’s latest growth in advertising revenue, with the food delivery platform’s latest financial results revealing that revenue growth outpaced Gross Transaction Value (GTV) growth, in part thanks to strong advertising results.
Deliveroo launched its advertising platform last year, offering FMCG and non-endemic brands the ability to 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.
This new activation means ITVX will be able to advertise to millions of Deliveroo customers, who after placing an order typically check the order tracker page multiple times.
As part of this campaign, the food delivery platform sent a nationwide branded advertising email to over 800,000 customers, with the strapline ‘Great Food is Tastier Paired with Great Shows’ and over 600,000 customers received a branded push notification and in-app pop-up.
The strategy and activation was booked through ITV’s media agency, EssencemediacomX, and will run for eight weeks. Customers that click on the ad in the Deliveroo platform will be directed to an ITVX landing page dedicated to the streaming service.
Alex Prouhet, Global Director of Commercial & Operations, Deliveroo Advertising said: “Attracting ITVX, a renowned household brand name, onto our platform demonstrates how compelling the proposition is for brands to reach their audience. Deliveroo Media and Ecommerce offers the chance for businesses to connect with millions of our engaged customers, and this activation will help grow our already successful advertising platform.”
Brendan Dinen – Head of Brand Marketing, ITV said: “We are continually challenging ourselves for how ITVX can look to new, innovative and unexpected ways to market the UK’s freshest streaming service to consumers. This is all with a view to attract and engage consumers that may have had only an occasional or limited interaction with ITV and streaming in the past. This advertising takeover with Deliveroo is a perfect proof point of this, reminding the audience that brilliant streaming and amazing food go hand in hand.
Harry Plester, Director Content & Innovation, EssencemediacomX said: “We understand the importance of owning the at-home entertainment experience, working with Deliveroo allowed us to disrupt these key decision-making moments across the Deliveroo user journey.”