Dive Brief:
- DoorDash introduced new advertising features for its DoubleDash ordering service including a new Banner ad format and additional reporting capabilities, per a company announcement.
- DoubleDash allows consumers to add items across multiple stores and categories to their original DoorDash order. With the new Banner format, marketers can highlight their products in a post-checkout ad on restaurant orders to inspire add-on purchases.
- DoorDash also highlighted new bidding and reporting capabilities for the existing Sponsored Products feature on DoubleDash, which will give marketers opportunities to tailor, experiment and optimize their product offerings for higher conversion rates.
Dive Insight:
DoorDash is continuing its efforts to court advertisers with its latest unveiling. Earlier this year, the company partnered with The Trade Desk to link its data with the programmatic company’s technology to help advertisers deliver relevant, measurable and transparent campaigns. Prior, the company launched other advertising offerings, including Ads Manager for Enterprise Restaurants.
“Advertisers can now reach shoppers who are eager to try new products at the point of purchase,” said Toby Espinosa, vice president of ads at DoorDash, in the company announcement. “We’re excited to drive incremental growth for advertisers as they tap into the 42M+ monthly active users on DoorDash.”
Now, DoorDash is focusing its attention on DoubleDash. Banner on DoubleDash, a format which offers a first-position placement, helps brands increase awareness through branded creative. The categories currently available for the format include drinks, alcohol, sweets, snacks, and pantry, with more slated to come later this year. The Banner solution has delivered over 95% new-to-brand impressions for beta advertisers in Q4 2024, according to an internal analysis, and has provided a sales lift for brands including Ben & Jerry’s and Red Bull.
DoorDash also announced new bidding and reporting capabilities for Sponsored Products on DoubleDash, which encourage shoppers to discover and add new items to their cart while browsing post-checkout. Advertisers can independently target and monitor ad performance on DoubleDash and can also tailor campaigns that perform best for a second order on DoorDash. Sponsored Products on DoubleDash have an 18% higher click-to-conversion rate than non-DoubleDash placements, per the announcement, and brands including Pepsi and Mondelēz have seen sales lifts for their brands after activating with the solution.
