Deliveroo, the London-based takeaway delivery platform, is set to launch a partnership with Ad-MOTO to transform 200 of its e-scooters into digital advertising displays. This move comes as Deliveroo seeks to tap into a new revenue stream during a period of economic uncertainty in the UK.

The company has signed an agreement with Ad-MOTO, an advertising technology start-up, to equip its new fleet of electric scooters with digital HD screens. These displays, capable of showing six advertisements per minute, will be placed on 200 e-scooters in central London. The partnership will commence with a four-month pilot period.

Deliveroo’s foray into advertising on its delivery vehicles follows its 2022 launch of Deliveroo Media and Ecommerce, an advertising platform that allows brands to promote offers to customers through the app, website, and delivery-only kitchens. The move aims to strengthen Deliveroo’s path towards profitability and generate free cashflow.

Devesh Mishra, Chief Product and Technology Officer at Deliveroo, highlighted the importance of creative advertising opportunities in a culinary city like London. Mishra also emphasized the potential for riders to increase their earning potential and expand the network of environmentally friendly e-bikes and e-scooters.

The collaboration with Ad-MOTO aligns with Deliveroo’s strategy to support the delivery marketplace ecosystem and explore innovative advertising solutions in high footfall areas of major cities. Paul Vickery, CEO of Ad-MOTO, expressed the company’s commitment to making the streets safer, greener, and quieter while providing effective advertising opportunities.

Deliveroo has diversified its services beyond takeaway delivery, venturing into grocery delivery through partnerships with major supermarket chains. As the company continues to navigate challenges and seek profitability, launching advertising platforms such as the one with Ad-MOTO is expected to play a crucial role in its growth strategy.