Gopuff Supercharges Its Advertising Platform with Innovative Incrementality Tools
Dive Brief:
- On April 24, **Gopuff** announced an exciting partnership with **Koddi**, a leading retail and commerce media technology firm, to elevate its advertising platform with groundbreaking **incremental ad measurement tools** that enhance the effectiveness of its campaigns.
- These new tools enable advertisers to measure the **incremental impact** of their Gopuff Ads campaigns, going beyond what organic metrics can reveal. In a recent pilot program, participating users experienced an **average increase of over 40% in incremental purchases**.
- This solution is currently offered as a **managed service** for all advertisers, with plans for a **self-service option** soon to follow, as Gopuff and Koddi aim to further improve campaign performance with additional enhancements coming in the year ahead.
Dive Insight:
Gopuff is once again on the offensive, seeking to attract marketers to its **advertising platform** through its strategic collaboration with Koddi. The newly integrated measurement tools provide advertisers with the capability to quantify sales growth linked to their Gopuff ads, unlocking valuable insights into specific campaign performance. This empowers marketers to make informed **data-driven decisions** and optimize their advertising spend for maximum return on investment.
“**Measurement is a crucial differentiator** for networks as competition intensifies,” noted **Nicholas Ward**, co-founder and president of Koddi. “By collaborating with Gopuff, we successfully combined our profound industry insights to create a solution that quantifies the value Gopuff Ads generate for brands while enhancing the overall advertising experience.”
How the Incrementality Framework Works
Koddi has meticulously crafted an **incrementality measurement framework** that surpasses **IAB guidelines**. This innovative tool leverages a blend of ad exposure, customer engagement, and purchasing behavior, analyzing data from both control and test groups to assess incremental lift. Users in both the test and control groups are carefully selected as a **representative sample** of Gopuff users. With additional parameters ensuring balance across key audiences—such as **loyalty customers**—the framework measures core metrics like **incremental conversions, revenue**, and **return on ad spend** at scale, allowing marketers to gauge their campaign effectiveness accurately.
Gopuff’s Advertising Evolution
Since its launch in July, Gopuff’s in-house ads platform has made waves in the advertising landscape by utilizing **custom-built artificial intelligence (AI)** and machine learning models. These models consider over **1,000 real-time variables** and leverage **10 years of customer data**, leading to a **50% higher relevance score**. This has culminated in impressive metrics, including a **25% increase in click-through rates** and a **24% rise in conversions**.
In an effort to further drive engagement, Gopuff rolled out a suite of new advertising capabilities in September, aiming to connect with **Gen Z** and **millennial audiences**. Among these innovations is **Brand Shops**, allowing advertisers to enrich their campaigns with visually engaging photo and video content, educational material, and interactive shoppable carousels. Additionally, the integration of **AdAdapted’s Add-It carting technology** now makes it seamless for consumers to add products to their shopping bags without disrupting their browsing experience.
Gopuff’s foray into advertising followed closely behind the launch of its **largest consumer-facing brand campaign**, titled **“Bring The Magic.”** This multi-channel effort, which debuted in April 2024, effectively showcased how the delivery service can introduce a touch of **magic to everyday moments**, whether delivering a key ingredient for dinner preparation or providing refreshment during a sports event—all delivered conveniently to consumers’ doorsteps.
Final Thoughts
The evolution of Gopuff’s advertising platform marks a pivotal moment in **instant commerce** advertising. With the addition of **incremental measurement capabilities**, Gopuff is empowering brands to unlock the true potential of their advertising efforts. As the competition heats up in this space, Gopuff is setting a standard by valuing transparency and data-driven strategies, helping marketers navigate the complexities of today’s digital landscape. Don’t miss out on the opportunity to harness the power of Gopuff Ads to elevate your brand’s visibility and sales!
For more insights, check out Gopuff’s recent updates on their official newsroom.
