DoorDash expands advertising tools for restaurants

DoorDash has launched a suite of advertising offerings to help restaurants and consumer packaged goods brands reach consumers on the delivery platform.

Local restaurants can now use new self-serve Sponsored Listings that appear at the top of relevant search results and only pay for ad placements that result in orders, not for clicks or impressions. CPG brands also can now boost placement in convenience and grocery categories with Featured Listings.

These new capabilities allow restaurants and CPG brands to easily reach DoorDash’s 20 million monthly users while generating additional revenue for the delivery platform. In addition to preexisting banner placements and special offers, Sponsored Listings will allow restaurants to appear at the top of search results.

The new listings use a pay-per-acquisition model — rather than pay-per-click — that demonstrates the importance of performance marketing as advertisers look to increase the efficiency of their ad dollars.

In addition to the Sponsored Listings, DoorDash is rolling out ad opportunities for CPG brands to capitalize on its expansion into grocery, convenience, alcohol, pets, and other categories.

“From day one our goal has been to empower local economies by providing access to opportunity,” said Toby Espinosa, Vice President, DoorDash Ads. “Today we are excited to announce the next step in this journey: a flexible ad platform that allows any brand on main street to reach more consumers and grow their business on DoorDash. Sponsored Listings and our suite of ad solutions will help highlight relevant content to consumers at the point of purchase and in turn help brands flourish.”

Leave a Reply

Your email address will not be published. Required fields are marked *