Interviews, insight & analysis on digital media & marketing

Glovo launches ‘Glovo Brands Ads Manager’

Multi-category delivery app Glovo has launched Glovo Brands Ads Manager, a new platform to help brands realise the full potential of retail media. With comprehensive end-to-end campaign management, the new platform seeks to enable brands and their media agencies to accelerate business growth, engagement and sales via the Glovo App.

With Glovo Brands Ads Manager, brands and media agencies will be able to take full control of their retail media operations and independently plan, execute and optimise their campaigns through a self-service management tool. This level of control and insight means marketers are empowered to more effectively deliver against their marketing goals, and realise up to five times the return on ad spend (ROAS). Already, media agency Mindshare is already harnessing the platform in 11 markets to enable its clients to advertise their merchandise to consumers on the Glovo app, including global leader in FMCG products Unilever. 

Marketers and media agencies can use Glovo Brands Ads Manager to power their campaigns via consumer searches, homepage listings, banners and sponsored placements to reach consumers across the entire marketing funnel. 

Glovo has also launched a new ad format that will enable non-FMCG brands to advertise to users on the ‘order in progress’ page after consumers have bought their products. This new placement will be visible during several key moments of the order’s journey: the making of, the pick-up, and the delivery, and will allow brands to impact highly engaged users right after their purchases.

Rory O’Rourke, Director of Retail Media & Ads Products at Glovo, said: “Retail media is a major opportunity for changing how we reach our customers. This is why we are so excited to bring the next phase of Glovo Ads to our marketing and advertising partners launching our Glovo Brands Ads Manager and releasing new ad placements. Our ads tools and placements are designed to support top brands and their agencies as they deploy campaigns to millions of Glovo users. Through Glovo Brands Ads Manager, marketers and their media agencies are now able to manage their advertising campaigns on Glovo with greater autonomy. From creation, through to budgeting and measurement, marketers can now ensure they are in full control and delivering the results they want.”

Kit Cox, Partner, Unilever Performance & Digital Commerce at Mindshare, commented: “At Mindshare, we’re dedicated to driving good growth for our clients, ensuring we use best-in-class services and technology to deliver a step change in client outcomes. We are delighted to have worked as a Global Alpha partner to help our clients, such as Unilever, fuel their business goals by leveraging the Glovo Brands Ads Manager to power retail media campaigns. We look forward to a collaborative partnership with the Glovo team for continued development and success.”