Gopuff’s Ad Platform Launches in UK

Gopuff, an on-demand commerce and delivery platform, has launched its instant media ad platform in the U.K.

“For two years, the world’s largest CPGs and most exciting emerging brands — from PepsiCo to Liquid Death — have leveraged Gopuff Ads to reach our young, engaged customers and drive incremental sales in the U.S.,” Daniel Folkman, senior vice president of business at Gopuff, said in a media release. “As we continue to grow and innovate in the retail media space, we’re thrilled to introduce Gopuff Ads, a platform that has powered 4x return on ad spend for our U.S. advertisers, to brands reaching U.K. customers.”

Consumers often turn to Gopuff to fulfill their immediate needs, giving brands opportunities to advertise to high-intent customers. Gopuff says its platform collapses the marketing funnel from discovery to consumption by capturing these customers and then delivering advertised products in 30 minutes.

With this launch, brands in the U.K. can now leverage Gopuff Ads’ full-funnel, retail media solution to:

• Convert impressions to consumption using promoted product placement, sponsored search, sponsored carousel and in-app and email display ads.
• Drive broad trial and awareness through instant sampling with targeted campaigns; for example, reaching moms in New York.
• Ensure products advertised are available locally to customers in Gopuff’s local micro-fulfillment centers.
• Reach a predominately younger customer base, including Millennial and Gen Z shoppers.
• Access deep insights, including repurchase rates, basket analysis, frequency, demographics, dayparts and more.

Gopuff Ads leverages Publicis Groupe’s CitrusAd, powered by Epsilon’s first-party data, for on-site and off-site capabilities. The delivery platform’s direct API integration into CitrusAd’s retail media technology enables brand marketers to target Gopuff’s U.K. customers via sponsored search, sponsored carousel and promoted product placement ads as well as plan, buy, measure and manage their ads on Gopuff.

[Also Read: Gopuff Ads Expands into Off-Site Media]

“Our partnership with Gopuff goes from strength to strength as we translate the success we have seen in the U.S. for the U.K.,” Alban Villani, EMEA (Europe, Middle East, and Africa) CEO for CitrusAd, said in the release. “The quick grocery market is evolving fast and it’s exciting to be a part of this momentum. Retail media offers e-commerce companies like Gopuff an opportunity to grow their revenue streams as brands look to engage with customers looking to make instant purchasing decisions and who are open to impulse buys.”

In addition, Gopuff has also grown its partnership with Rokt, an e-commerce technology company that uses machine learning to make transactions more relevant to each shopper. The partnership was first formed to enable non-endemic advertising at checkout and has now expanded to enable U.K. brands beyond CPGs (such as streaming and entertainment and financial and credit card companies) to reach Gopuff’s customer base with relevant campaigns. In the U.S., Gopuff says this capability has powered a “higher-than-average” engagement rate of 5%.

U.S. retail media spending is on the rise, with projections to increase from $31 billion in 2021 to $61 billion by 2024, according to eMarketer.