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    Sky Glass becomes Deliveroo’s first non-food advertising partner in the UK

    Food delivery app Deliveroo has secured its first-ever non-grocery partner in Sky for advertising in its app ecosystem – a milestone in the growth of its in-app advertising product. 

    As the cost of living crisis bites into Deliveroo’s profitability, customers will now see adverts for Sky Glass, Sky’s smart TV, through the company’s advertising platform Deliveroo Media and E-commerce.

    Sky Glass is the first non-grocery partner to advertise on the Deliveroo order tracker page, which the app claimed is checked multiple times a session by most users. 

    Deliveroo launched the FMCG ad platform earlier this year, and it also includes the ability to push relevant offers across its app, on Deliveroo’s website and as part of social media, email and push notification campaigns. This is also something that Uber is embracing to better monetize its users. 

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    The Sky Glass partnership will run for eight weeks, with the second phase roll-out at the commencement of the World Cup. Customers that click on the ad in the Deliveroo platform will be directed to a Sky landing page dedicated to Sky Glass. 

    Minco De Boer, director of Media and E-commerce at Deliveroo, said: “[We] provide brands with an opportunity to connect with millions of engaged customers at or after the point of purchase. We’re delighted to partner with Sky Glass as we look to grow our advertising platform and build on this new revenue stream.”

    The major share of Deliveroo’s partnerships includes FMCG companies, primarily on the grocery side. Deliveroo underlines that the app will remain a “food-first experience in-app.”

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