Glovo Brands Ads

Christina Gama
Christina Gama
October 19, 2023 • 5 minutes

More than ever, personalization has become a paramount factor in shaping brand-consumer relationships. According to a recent study published by Mckinsey, 71% of consumers expect companies to deliver personalized interactions and 76% get frustrated when this doesn’t happen.

With data as the main driver behind personalization, apps like Glovo are uniquely positioned to offer brands the opportunity to create tailor-made ad experiences for their customers with our all-new offering, Glovo Brands Ads. This new offering already enables more than 500 FMCG brands to connect to and reach new customers via data-driven retail in-app and off-app media advertising campaigns.

How brands can harness the power of data

Online marketplaces, with growing demand, have become the new shopping windows for hundreds of thousands of customers, who are seeking a seamless buying experience where they can find what they want. In the ever-evolving landscape of digital marketing, retail ads have emerged as a vital tool for brands to reach audiences with intent to buy and drive customer engagement through strategic ad experiences. 

But – what are they exactly?

Retail media ads refer to advertising content specifically designed to promote products or services offered by retail businesses. These ads can take various forms, including display ads, native ads, video ads, or sponsored content, and are typically showcased across multiple digital platforms, such as websites, social media, search engines, and -in our case – through the Glovo app. Retail ads aim to capture the attention of potential customers, generate brand awareness, and drive conversions.

Retail media gives brands unique access to audiences and data insights, while providing ROAS that outperform traditional advertising. But while the figures are impressive, if brands are going to experience the kind of results retail media is known for, they need to get one thing absolutely right – who they partner with.

Data has always played a pivotal role in helping brands understand their customers better and refine their advertising strategies. Inside  the Glovo app, we are able to offer brands native ad space that grabs customer attention through their user journey as they engage with the app. Through Glovo Ads, brands have the opportunity to:

  1. Win Glovo’s eye-level shelf: Boost your products to the 1st and 2nd position inside the app and benefit from cart upselling at the time of check out.
  2. Capture high intent users: Reach the users who have shown interest in your products through In-Store Banners, Sponsored Search, and our Programmatic Offering, Glovo Connect, that enables brands to reach customers outside the app.
  3. Control Pricing:  Smart auto-bidding that improves return on ad spend (CPC in Euros with an ROAS guardrail) where you only pay for the clicks/impressions you receive and remains flexible with budgets and timings.

We are already offering global brands like Coca-Cola, Diageo, Pernod Ricard, Pepsico, RedBull and over 200 brands locally the ability to deliver relevant ad content, product recommendations, or special offers that align with our customer’s journeys. In the long run, native retail ads enhance the customer experience, foster brand loyalty, and increase the chances of conversion.

Glovo Brands Ads

Our long-term goal is to lead this space through top technology that starts from the customer with high personalization across the whole user journey with the launch of Glovo Brands Ads.

Retail ads inside apps like Glovo have the advantage of being seamlessly integrated into the user experience, ensuring a higher level of engagement compared to traditional advertising formats while helping Brands get closer to their customers through top notch retail media capabilities.

Users are more likely to interact with ads that appear within an app they are already engaged with, leading to increased click-through rates and conversion rates. By leveraging app-specific features such as push notifications or interactive elements, businesses can create compelling and personalized ad experiences that drive user engagement and boost the chances of converting potential customers into actual buyers.

In our case, Glovo Brands Ads features auto-bidding, an advanced automation that optimizes bidding by predicting impression value based on historical conversion rates and product prices, improving return on ad spend (ROAS).

In-app example of an in-store boosted search

In fact, brands collaborating with Glovo Brands Ads have an expected return on investment of 5x, meaning they will sell a minimum of €5 for each euro invested in Brands Ads. This way, brands can get up to five times ROAS as they submit the lowest bid capable of winning the auction, only pay for the clicks/impressions they receive, and remain flexible when it comes to budgets and timings. 

Rodrigo Alier, Executive Director of Partners & Brands at Glovo explains that:

“Glovo Brands Ads was specifically designed to provide multinational marketers and agencies with the tools they need to deploy campaigns across the marketing funnel and help them drive sales while getting closer to their customers. 

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.”

By incorporating retail media networks within our platform, we can help brands tap into the fastest-growing ad marketplace worldwide while delivering effective ad campaigns. As retail media continues to shape the digital advertising landscape, its potential to drive profitability through personalization aims to support businesses in the modern marketplace.


For more information about Glovo Ads services please fill out this form herehere.