Meta has added to its ever-expanding ad roster with the launch of a custom format designed specifically for restaurant and grocery deliveries.
Inviting consumers not to make a meal of their grocery shopping, the service unites packaged goods brands, delivery firms and food businesses in a convenience-first service. The new format enables participants to raise awareness of their products while simultaneously arranging the delivery, thus lowering purchase friction.
Born out of research suggesting that 57% of shoppers desire to purchase products directly from the site where they are discovered, the commercial tool aims to reach the 22% of global online shoppers who pay for a grocery delivery service.
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Collaborative Ads utilize the scale and reach of Facebook and Instagram to permit local targeting, with product availability and pricing data relayed on a granular level while offering global delivery.
The one-stop shop for dinner has already been embraced by burger brand Wendy’s. Kristin Tormey, manager of social media and gaming, The Wendy’s Company, said: “Collaborative Ads have helped us unlock the ability to directly optimize and measure conversions from our delivery consumers. As we continue to grow our presence in the digital space, opportunities like Collaborative Ads are where we are looking to activate, as it allows us to strengthen our partnerships with our delivery providers, as well as our consumer.”