European delivery app Glovo has launched Glovo Ads, letting brands, restaurants and shops target users with relevant ads through the customer journey.
Coca-Cola, Diageo, Pernod Ricard, Pepsico, RedBull are using the app as part of their retail marketing activity.
Glovo operates across 25 countries, featuring over 10,000 restaurants and stores.
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. As users can buy across different categories in addition to takeaway food, like gifts or beauty products to groceries and electronics, non-FMCG brands are also advertising across the app.
Glovo offers two specific platforms:
- Through Brands Ads, marketers can use auto-bidding. This advanced 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. Through auto-bidding, and the rest of the “Brand Ads” suite of tools, brands can achieve up to 5x Return on Advertising Spend (ROAS).
- With Partner Ads, small and medium-sized shops and restaurants are guided as to the best placement within the app to ensure the highest return on investment. And because many of these businesses don’t have dedicated marketing teams, Partner Ads makes it easy to start advertising with any budget on a pay-per-click basis and a self service way that can be paused at any time to ensure partners always see a positive return on investment.
Celso Borges, Vice President & Head of e-commerce Pepsico Europe said: “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.”
