Dive Brief:
- Gopuff launched several new in-app, in-bag and off-platform advertising capabilities to help brands connect with Gen Z and millennial consumers, per a company announcement.
- Brand Shops allow advertisers to add photo and video content, educational copy, shoppable carousels and more to their campaigns on the ultra-fast delivery platform. Pilot partners for the feature include Chips Ahoy, Gatorade and Hot Pockets.
- Additionally, Gopuff has integrated AdAdapted’s Add-It carting technology that makes it easier for consumers to add to their bags without leaving the site they’re browsing. The new tools, along with improved insights, follow the recent launch of Gopuff’s in-house ads platform.
Dive Insight:
With its latest suite of ad capabilities, Gopuff is promoting new ways to help brands get in front of consumers with content and attempt to shrink the purchase funnel. The features aim to “put control and power back into brands’ hands,” according to Daniel Folkman, Gopuff’s senior vice president of business.
“As we continue to innovate to bring our partners more of what they need, we’re now providing them with best-in-class tools for better understanding, engaging with and selling more products to the customers who are most important to them,” Folkman said in a statement. “As we continue to transform the future of advertising, these new tools will help our partners reach the most relevant customers and drive incremental revenue.”
The new Brand Shops allow advertisers to educate consumers, differentiate their products and offer a landing page for marketing opportunities. Brand Shops can be built and launched in less than 72 hours and have helped brands increase average value order by nearly 20%. PepsiCo, Mondelez and Nestlé brands are piloting the feature, pointing to a bigger opportunity for Gopuff to capture CPG budgets.
An integration with AdAapted’s Add-It technology reduces friction by allowing consumers to receive an ad and add the promoted item to their Gopuff bag with a single click, all without leaving the site they’re browsing. This type of capability has become a more important part of retail media offerings looking to give advertisers off-site opportunities without complicating sales conversions.
Among other new capabilities is an Instant Insights offering for sampling programs. Brands can see real-time data around a variety of attributes (search query behavior, add-to-cart rates, basket analysis and more), engage with sampled recipients and see survey responses in real-time, and better understand consumers’ purchase considerations, consumption habits and more.
Gopuff in July launched its in-house ad platform that uses custom-built artificial intelligence and machine learning models based on more than 1,000 real-time variables and 10 years of historical customer data. Since its debut, the platform boasted a 50% higher relevance score, helped drive a 25% increase in click-through-rates and a 24% increase in conversion, and helped advertisers achieve 30% lower cost-per-click on average.
Along with building out its advertising muscles, Gopuff has beefed up its own brand marketing. The deliver company in April launched its largest-ever national brand campaign, “Bring The Magic,” to help define the company’s “next chapter.” In June, Gopuff announced a multiyear partnership deal with Tom Brady, who will aid with content creation, product development and other initiatives.
