Reaching customers: delivery app Glovo makes retail media play with launch of Glovo Ads offering

On demand delivery specialist, Glovo, has launched Glovo Ads, the aim of which is to enable brands, restaurants and shops to accelerate their business growth, engagement and sales between users of its app.

Glovo says that its position across the 25 countries it operates in is enabling +500 FMCG brands and +10,000 restaurants and stores to connect with millions of customers via its platform.

Marketers can use searches, homepage listings and sponsored placements throughout the customer journey until checkout to target consumers with relevant ads while on the app.

And, because users can buy across different categories in addition to takeaway food - from gifts or beauty products to groceries and electronics - non-FMCG brands can also use Glovo Ads to engage consumers.

Companies such as Coca-Cola, Diageo, Pernod Ricard, Pepsico, RedBull have built Glovo into the marketing stack, while multinational advertising companies like Publicis are working with their clients to market through the app.

Both large multinational brands and small independent shops can use Glovo’s services through two specific platforms:

• Through Brands Ads, marketers can use auto-bidding. This automation solution optimises the bidding process by using learned conversion rate over time and the price of the product to calculate the expected value of the impression.

• With Partner Ads, small and medium-sized shops and restaurants are guided as to the best placement within the app. And because many of these businesses don’t have dedicated marketing teams, Partner Ads enables them to start advertising with any budget on a pay-per-click basis and a self service way that can be paused at any time.

Glovo Ads will also provide off-app services, enabling both brands and smaller retailers to reach users through programmatic buying. Brands can also see how their campaigns are performing in real-time, enabling them to adjust their spend to target consumers accordingly both on and off app.

Celso Borges, Vice President & Head of E-commerce at Pepsico Europe, says: “We see Glovo Ads as an opportunity to deepen our partnership with Glovo in a strategic manner.”

“For us, the opportunity to be able to reach consumers throughout their shopping journey is critical, and as a brand with impulse categories cart media is helping us drive incrementality. We see the media options available both helping us drive our brand objectives but also conversion to sale.”

Rodrigo Alier, Executive Director Partners & Brands, comments: "Glovo Ads was specifically designed to provide multinational marketers and agencies with the tools they need to deploy campaigns across the marketing funnel and help small businesses to drive sales in their local area.”

“With millions of users regularly buying a dynamic range of products thanks to our multi-category offering, we can help these businesses to build brand awareness and grow sales at a time when it is becoming significantly more challenging to reach customers effectively.”