Deliveroo joined hands with Button to unlock incrementality testing—dynamically targeting holdout groups across publishers on Button's Personalization API to measure the incrementality of new as well as existing Deliveroo orders at scale.
Fremont, CA: Button, the leading mobile commerce technology company, has declared that Deliveroo, the leading online food delivery company in Europe and Asia, has introduced with Evolution, Button's product suite that offers industry-first personalization as well as intelligence products. These products are tailored to give marketers the opportunity to spend smarter across their partnerships as well as affiliate traffic, conduct incrementality tests to better understand the incremental return on ad spend (ROAS) across publishers, and increase sales.
The current pandemic has fundamentally changed the way people consume, especially when it comes to the way they dine. With a base of people trying food delivery apps for the first time as a consequence of stay-at-home guidances, it is no wonder eMarketer forecasts that the number of smartphone food delivery app users will rise 25.2 percent to 45.6 million this year. As competition in the food delivery space becomes more heated, it has become a forcing function for brands in this category to spend more judiciously through better intelligence as well as testing capabilities.
Deliveroo joined hands with Button to unlock incrementality testing—dynamically targeting holdout groups across publishers on Button's Personalization API to measure the incrementality of new as well as existing Deliveroo orders at scale. Through this testing and learning, Button's solution would offer Deliveroo a better understanding of incremental ROAS, open up new partnerships with Button publishers, and allow the brand to spend bigger budgets more confidently while it expands its user base and grows sales.
"We are excited to welcome Deliveroo, one of the world's leading unicorns, to our platform and have them join us to forge an evolution in how brands diversify their spend across channels," stated Michael Jaconi, co-founder and CEO at Button. "Deliveroo approached Button saying that while all its other marketing channels run regular incrementality tests, its affiliate channel and partnerships it structured were lagging behind. We are honored to partner with the innovators at Deliveroo to deliver on the promise of more intelligent spending in the highly profitable category of performance marketing to help them achieve their goal of providing the best food delivery experience to the greatest number of people."