For most users, the post-order tracking screen is a routine part of the Swiggy experience. It is the screen they check after placing an order, eagerly watching their delivery partner’s progress as their food makes its way to them. Recognizing an opportunity to enhance this highly engaging touchpoint, Swiggy introduced Map Ads an innovative way to integrate brand partnerships with viral moment marketing while keeping customer experience at the forefront.
This feature has not only unlocked a significant advertising revenue stream for Swiggy but has also provided a unique and interactive brand experience for millions of users every day.
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Challenge: Monetizing Post-Order Tracking Without Hurting Customer Experience
Swiggy users interact with the order tracking screen multiple times during a single session, making it one of the most engaging surfaces on the app. However, traditional monetization strategies—such as static banner ads—risked disrupting the user experience.
The challenge was to:
- Monetize the post-order tracking screen without negatively impacting key customer metrics.
- Enhance engagement rather than add friction.
- Deliver interactive experiences that provide value to both users and brand partners.
The Solution: Map Ads—A Fusion of Viral Marketing and Brand Partnerships
Swiggy addressed this challenge with Map Ads, a non-intrusive yet highly engaging ad format that integrates brands seamlessly into the Swiggy order tracking experience.
How It Works:
- The delivery partner icon and other tracking screen elements are customized with branded imagery, integrating advertisers’ creative assets into the experience.
- Brands gain visibility on one of the most viewed sections of the Swiggy app, ensuring high recall and engagement.
- Special editions align with viral cultural moments—from major sporting events to entertainment franchises—adding an element of surprise and delight for users.
The Impact: A Win for Users, Brands, and Swiggy
Since launching Map Ads, the results have been significant:
- Unlocked a new revenue channel without disrupting Swiggy’s user experience.
- Maintained strong customer experience metrics, with no negative impact on engagement.
- Delivered high-impact brand placements, leveraging real-time engagement with millions of Swiggy users.
Why Map Ads Work
For Swiggy users:
- A more engaging post-order tracking experience, turning a functional screen into a delightful surprise.
- Contextual, fun brand interactions aligned with trending cultural moments.
- A non-intrusive experience that enhances engagement without overwhelming users with ads.
For brand partners:
- High-visibility placement within a section that users actively check multiple times per session.
- Creative, immersive engagement where brands are woven naturally into the Swiggy experience.
- Opportunities to connect with users through real-time cultural trends and viral moments.
The Team Behind This Feature
Anbu Dhileepan P- Principal Product Manager
Sudhir Mani- Director, Product Management
Anbu & Sudhir noticed that Swiggy’s post-order tracking had untapped potential for engagement and monetization. Millions check the tracker daily, but it was purely functional, missing an opportunity to add value. The Swiggy team saw an opportunity to introduce Map Ads superimposing creative brand imagery onto the tracking screen. This brought viral marketing, brand visibility, and customer delight all in one seamless experience.
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