- Gopuff today (April 24) announced a partnership with Koddi, a retail and commerce media technology company, to reinforce the fast commerce company’s ads platform with new incremental ad measurement tools, Marketing Dive can exclusively share.
- The tools will help advertisers measure the incremental impact of their Gopuff Ads campaigns beyond what is feasible organically. A recent pilot program resulted in incremental purchases increasing by greater than 40% on average per user.
- The solution is currently available to all advertisers as a managed service and Gopuff plans to launch self-service capabilities within the near future. Gopuff and Koddi also plan to introduce additional enhancements over the approaching yr to reinforce campaign performance.
Gopuff is again attempting to court marketers to its promoting platform through its partnership with Koddi. The new measurement tools allow advertisers to quantify incremental sales on Gopuff and unlock greater insights into how specific ad campaigns perform, empowering them to make data-driven decisions and optimize spend.
“Measurement is a vital differentiator for networks as competition intensifies,” said Nicholas Ward, co-founder and president of Koddi, in release details. “By collaborating with Gopuff, we were capable of mix our deep insights into the industry to construct an answer that effectively captures the worth Gopuff Ads drives for brands while enhancing the experience overall.”
Koddi designed an incrementality measurement framework that exceeds IAB guidelines, per release details. The tools leverage ad exposure, customer engagement and purchases on top of things and test groups to find out incremental lift, with users in each test and control groups a randomly chosen, representative sample of Gopuff users. Additional parameters help ensure balance across key audience segments, like loyalty customers. Metrics like incremental conversions, revenue and return-on-ad-spend are measured across each groups and at scale to evaluate campaign effectiveness.
Gopuff launched its in-house ads platform in July, billing it as an offering that leverages custom-built artificial intelligence (AI) and machine learning models that account for over 1,000 real-time variables and 10 years of customer data. Since launching the Gopuff Ads Platform, the brand has seen a 50% higher relevance rating, helping drive a 25% increase in click-through rates and a 24% increase in conversions.
Building on its efforts, Gopuff in September launched a collection of new in-app, in-bag and off-platform promoting capabilities to assist marketers connect with Gen Z and millennial consumers. Among them is Brand Shops, which allows advertisers so as to add photo and video content, educational copy, shoppable carousels and more to their campaigns. The company also integrated AdAdapted’s Add-It carting technology to its platform, making it easier for consumers so as to add products to their bags without leaving the location they’re browsing.
The launch of Gopuff’s promoting platform followed on the heels of the corporate’s largest consumer-facing brand campaign in April 2024. The multichannel effort, titled “Bring The Magic,” celebrated how the delivery service brings magic to on a regular basis moments equivalent to bringing a missing ingredient for a favourite recipe or a vital sports drink on to consumers’ doors.
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