Glovo Ads unveiled in Kenya to boost growth for SMEs via engagement and sales




Glovo, one of the world’s leading multi-category apps, has launched Glovo Ads in Kenya, 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 is already enabling 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.

Both, local businesses and large multinational brands can use Glovo Ads services through two specific platforms:

  • Through Brands Ads, marketers can use auto-bidding. This advanced automation solution optimizes the bidding process by using the 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 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 the business acumen and overall performance of its partners, 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 continuously support and empower its valued partners.

“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, the Impact & Sustainability Lead for Glovo Africa.

Glovo is a pioneering multi-category app connecting users with businesses, and couriers, offering on-demand services from local restaurants, grocers and supermarkets, and high street retail stores. Glovo’s vision is to give everyone easy access to everything within their city, so that our users can enjoy what they want, when they want, where they want. Founded in 2015 in Barcelona, Spain, Glovo currently has operations in 25 countries in Europe, Central Asia and Africa.

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