Glovo, one of the world’s leading multi-category apps, has launched Glovo Ads in Kenya. It is a new offering designed to enable brands, restaurants and shops to accelerate their business growth, engagement and sales between users.
With retail media spending estimated to reach €25 billion by 2026 and more consumers using delivery apps, Glovo’s strong position across the 25 countries it operates in already enables 350 FMCG brands and 5,000 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 use Glovo Ads to engage consumers, too.
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Both local businesses and large multinational brands can use Glovo Ads services through two specific platforms:
- Through brand ads, marketers can use auto-bidding. This advanced automation solution optimises the bidding process by using the learned conversion rate over time and the product price 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 5 times the 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 that can be paused at any time to ensure partners always see a positive return on investment.
Caroline Mutuku, General Manager for Glovo Kenya, explains:
“With our users regularly buying a dynamic range of products thanks to our multi-category offering beyond just takeaway and grocery shopping, we can help both brands and local businesses to build brand awareness and grow sales at a time when it is becoming significantly more challenging to reach customers effectively.”
Already, companies in Kenya such as Coca-Cola, Diageo, Pernod Ricard, Beiersdorf and Barcadi have built Glovo into their marketing stack, while multinational advertising companies like Publicis are working with their clients to market through the app.
In conjunction with the launch of Glovo Ads, Glovo also held the first Learning & Development Training exercise for its partners in Kenya. With the main goal to increase its partners’ business acumen and overall performance, Glovo partnered with the Ongoza Institute, an accelerator for early-stage, high-growth young entrepreneurs in Kenya, to deliver this intensive two-day program. Glovo aims to scale up these trainings, repeating them quarterly based on participant feedback and learnings, to support and empower its valued partners continuously.
“At Glovo, entrepreneurship is a concept that has been part of our DNA since 2015 when our CEO Oscar Pierre started the adventure of what is now Glovo. During the years since then, we have fostered a thriving work atmosphere and professional growth through the launch of initiatives and impact projects that support and encourage the improvement of the professional skills of partners belonging to the Glovo ecosystem worldwide.,” Commented Nanzia Johm Mbaga, Impact & Sustainability Lead for Glovo Africa.
