Glovo, a prominent multi-category app operating globally, has introduced Glovo Ads in Kenya, an innovative offering tailored to empower brands, restaurants, and shops to boost their business growth, customer engagement, and sales within the user community.
The newly launched Glovo Ads in Kenya allow marketers to strategically utilize searches, homepage listings, and sponsored placements throughout the user journey, including checkout, to effectively target users with relevant advertisements while they are on the app. This feature proves valuable since Glovo users can purchase items from a diverse array of categories beyond just food delivery, encompassing products ranging from gifts and beauty items to groceries and electronics. This expansion of scope enables non-FMCG brands to leverage Glovo Ads as a means to connect with users across various domains.
Glovo Ads extends its services to both local businesses and larger multinational brands, accommodating their diverse marketing needs through two dedicated platforms.
Brands can harness the power of auto-bidding within the Brands Ads platform. This advanced automation tool optimizes bidding processes by factoring in the historical conversion rate and product pricing to calculate the expected impression value. With auto-bidding and other features in the “Brand Ads” toolkit, brands can potentially achieve a remarkable up to 5 times Return on Advertising Spend (ROAS).
As retail media spending is projected to reach €25 billion by 2026, and more consumers embrace delivery apps for their shopping needs, Glovo’s strong presence in the 25 countries it operates in provides a unique avenue for 350 FMCG brands and 5,000 restaurants and stores to engage with millions of customers through its platform.
The introduction of Partner Ads within Glovo Ads provides smaller shops and eateries with expert guidance on optimal ad placements within the app, ensuring their investments yield the highest returns. This feature is particularly beneficial for businesses lacking dedicated marketing teams, as it offers an easy entry into advertising with flexible budgets on a pay-per-click basis that can be paused as needed to ensure a positive return on investment.
Prominent brands in Kenya, including Coca-Cola, Diageo, Pernod Ricard, Beiersdorf, and Bacardi, have already embraced Glovo as a crucial component of their marketing strategies. Additionally, multinational advertising firms like Publicis are collaborating with their clients to harness the platform’s potential.
Caroline Mutuku, General Manager for Glovo Kenya, emphasized, “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 build brand awareness and grow sales at a time when it is becoming significantly more challenging to reach customers effectively.”
Nanzia Johm Mbaga, Impact & Sustainability Lead for Glovo Africa, highlighted the company’s commitment to fostering entrepreneurship and professional growth within its ecosystem. “At Glovo, entrepreneurship is a concept that has been part of our DNA since 2015… 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,” Mbaga stated.