DELIVEROO FORMS STRATEGIC PARTNERSHIP WITH SMG TO ACCELERATE DELIVEROO MEDIA

London, 08 April, 2025: Deliveroo today announces a strategic partnership with SMG, the UK’s leader in connected commerce, to drive further growth of its advertising and media offering with FMCG brands and non-endemic advertisers.

The partnership with SMG will accelerate Deliveroo Media, reflecting the growing need from advertisers and agencies to be present in hyper-relevant moments when consumers are most receptive.

With over 7M monthly active global users and around 186,000 restaurant, grocery and retail sites delivering around 300M orders per year, Deliveroo has seen strong growth in its advertising business since its launch in 2022. Ad revenue as a % of GTV increased to 1.4% in Q4 2024, making good progress as the business works towards a target of 2+% GTV in 2026.

Over the last year, Deliveroo has improved the advertiser experience through the launch of new features and enhanced targeting, increased relevance using machine learning models and launched new formats for non-endemic brands. In 2024, this led to a 15% increase in merchant partners placing ads and 90% of all partners who placed an ad, returning to place another within a month.

Since launch, Deliveroo has also worked with major FMCG brands, including Coca-Cola, Pepsi, and Heineken, as well as entertainment giants like ITV and Sky, who have leveraged Deliveroo’s media capabilities and audience to drive highly relevant and targeted campaigns.

The SMG partnership will play a key role in accelerating Deliveroo Media in the UK & Ireland, bringing its expertise from running media networks for retailers like Boots, Co-op, Morrisons, Asda, The Very Group, and, most recently, WHSmith North America.

As the quick commerce sector continues to expand - and Deliveroo has expanded its offer across restaurant, grocery and now retail, this offers more opportunities for FMCG advertisers to influence purchase decisions based on real-life needs. From forgotten beers during a big game to an impromptu birthday party, to a quick grocery top-up, to DIY products, or a last-minute gift, Deliveroo Media helps brands ‘Deliver Meaningful Moments Now’.

There is also a compelling opportunity for Deliveroo Media with non-endemic brands across a range of sectors, including media and entertainment, financial services, travel, and technology, where Deliveroo Media can offer brands access to their highly valuable, loyal, and attentive audience in a brand-safe and contextually relevant environment.

Carlo Mocci, Chief Business Officer at Deliveroo, said: “I’m really proud of the advertising business we’ve built over the last three and a half years - and the strong growth we’ve seen. Our advertising offer is built on great fundamentals - every one of the 300 million orders we receive a year are for high-intent consumers, and each one of these orders has the potential to have an ad tied to them. We’ve already worked with thousands of merchant partners, and some of the world’s biggest brands - helping them to tap into specific consumer moments and drive strong returns. As we look to the future, we’ll offer enhanced user targeting, better campaign insights and new formats to advertisers. I’m excited to partner with SMG to drive further uptake in FMCG and non-endemic advertising, and seize the opportunities ahead of us as we continue to grow our advertising business.’ Sam Knights, CEO of SMG, said: “It’s becoming increasingly clear that different commerce media networks can deliver highly differentiated and powerful opportunities, and SMG is truly excited about the potential for Deliveroo Media to leverage its position as a recognised leading hyperlocal food delivery marketplace. The sheer congestion of messaging in our daily lives means brands must focus on moments of true receptivity. Deliveroo Media offers brands the capability to connect in moments when it is truly meaningful. We’re excited to be using our 16 years of expertise in running media networks to maximise the opportunity for Deliveroo Media.”

ENDS