Part of our long thesis on DASH was the potential launch of an advertising platform. While the early days, this is a sign of big things to come from the company.
According to the company blog, “the centerpiece of these offerings for our restaurant partners is DoorDash’s self-serve Sponsored Listings, designed to help local restaurants increase their visibility, generate orders, and find their next customer. The differentiating feature of DoorDash’s Sponsored Listings is that Merchants pay only for orders placed via their ad and not for ad clicks or impressions.” As the company said, “We have built an ad platform that’s trying to align incentives between the advertiser, the consumer, and DoorDash.”
The expansion into grocery will only make this potential even more powerful. As DoorDash has expanded beyond restaurants into new categories like grocery, convenience, alcohol, pets, and more, our flexible advertising platform levels the playing field for any brand, of any size, in any vertical – empowering them to effectively advertise their offerings to consumers through several easy-to-use, strategic solutions made with a customer-first approach. Again according to the blog, “Pepsi has been testing and using promotions and banner ads across our partner teams in the restaurant space for several months now, and we are excited to expand our reach across the convenience and grocery verticals to allow for more commerce opportunities.” – Alison Dempsey, Head of eCommerce Customer Marketing, PepsiCo. Through DoorDash’s advertising solutions and promotional offers, merchants and brands can reach new consumers with a great selection, enhance the experience with loyal guests, and provide additional reach and access to their base:
- Any brand listed on DoorDash can reach millions of consumers with banner placements on the DoorDash marketplace homepage or the Offers Hub homepage.
- Restaurant merchants have the opportunity to elevate their business in relevant DoorDash search and cuisine results with Sponsored Listings. With Sponsored Listings, we are expanding self-serve marketing solutions beyond promotions and helping merchants increase their visibility – and sales – by appearing at the top of relevant search results. With DoorDash Self-Serve Sponsored Listings, merchants only pay for orders placed through their ad and not for ad clicks or impressions. Additionally, setting up campaigns via the Merchant Portal is seamless, with no prior advertising experience needed. Rolling out now, restaurants can log into the Merchant Portal and navigate the ‘Grow Your Sales’ tab to create a Sponsored Listing.
- CPG brands can also boost placement in relevant categories within the convenience and grocery categories with Featured Listings.
I’m assuming we will hear more about this potential on the upcoming earnings call.
Click here to read the blog.
