Apptivate: App Marketing Explained The door to more: DoorDash’s advertising journey - Toby Espinosa (DoorDash)
Nov 20, 2024
33:40
Questions Toby answered in this episode:
- Can you tell me about a significant but small win from your early days as a launcher?
- When did the advertising component of DoorDash’s business begin?
- What role did you play in DoorDash’s transition to including non-restaurant categories in your platform? And how does the advertising strategy differ?
- Can you tell us about a key challenge you faced? Or which milestones you’re most proud of?
- Are there any trends or new initiatives that you see shaping DoorDash or the DoorDash advertising platform in the next few years?
Timestamp:
- 0:38 Toby Espinosa’s background at DoorDash
- 1:36 DoorDash’s founding story & Toby’s first big win
- 9:09 Building DoorDash’s advertising CPA model
- 18:54 Expanding into non-restaurant categories
- 22:09 DoorDash’s newest ad solutions
- 23:33 DoorDash’s challenge and opportunity
- 29:28 How to invest in the future
- 31:51 Best of San Francisco
Quotes:
(9:40-9:56) “So we started by building a discounting platform that allowed any one of our restaurant partners to discount an item and target specific outcomes, whether it’s a first-time user, a lapsed user, etc.”
(20:05 - 20:16) “We want to bring consumers a relevant piece of content, and we might also bring them a promotion or discount to help increase the conversion rate of that sale.”
(23:31 - 23:49) “The way we look at this space is that we were founded on a very simple principle – to help local economies grow. We are probably about two or three percent into that journey.”