Food delivery company foodpanda officially announced the launch of Panda Ads, a suite of advertising technology (AdTech) and marketing solutions last Friday (September 16th).

First introduced in 2021 as a proof of concept, panda ads provides advertising opportunities for brand partners, enabling brands to reach millions of digital native customers beyond traditional channels.

With the launch, foodpanda will unveil a suite of integrated advertising capabilities including the foodpanda app, digital marketing assets and a new partnership program.

To coincide with the launch, foodpanda also announced a partnership with media investment agency GroupM.

The partnership will allow GroupM clients to tap into the fast-growing AdTech space by activating foodpanda’s in-app advertising and other media assets, and to work with foodpanda on brand partnerships and campaigns. I can do it.

The partnership spans seven markets: Singapore, Malaysia, Thailand, Philippines, Pakistan, Hong Kong and Taiwan.

Kiranjeet Singh Purba, senior director of advertising and partnerships at foodpanda, said: He said the partnership with GroupM will help the client enter new territories of digital marketing in Asia.

Foodpanda is working with GroupM to further strengthen the AdTech space by bridging the online gap between brands and customers.

“Our partnership with panda ads has extensive geographic coverage across seven markets, opening up possibilities for our digital and mobile clients to increase brand awareness and business impact. Innovative technologies in advertising will usher in highly personalized and targeted advertising, unlocking the future of retail media,” said Toni Ruotanen, Head of APAC Commerce at GroupM Nexus.

Globally, AdTech’s market potential is expected to reach US$1 trillion by 2030. Separately, foodpanda’s parent company, Delivery Hero, predicts that AdTech services will generate more than €2 billion by 2024 or 2025.

Bridging the Online Gap for Advertisers

As an integrated advertising solution, panda ads offers a complete suite of advertising options, from static and carousel images to videos and lead-generating ads.

First, Panda Ads supports brands’ digital marketing campaigns by increasing the speed from planning to execution.

Advertising campaigns are designed and managed directly on foodpanda’s platform for faster implementation. Advertisements can be placed on foodpanda’s platform in as little as two weeks from campaign sign-off.

Ad assets also stand out on order tracking pages, which can capture the consumer’s attention for an extended period of time (for example, up to 30 minutes for quick commerce deliveries). As a result, video ad completion rates are 70-80%. rate.

Brands can also benefit from flexible execution and the widest reach on a single on-demand delivery platform in Asia.

Advertisers use Panda Ads to tailor campaigns to incorporate a variety of solutions, from in-app advertising to digital marketing channels, according to their unique objectives.

Additionally, foodpanda offers the largest reach in the region across 11 markets and the widest coverage of all on-demand delivery providers in the region.

Foodpanda’s integrated ecosystem also helps drive better results for advertisers. Ads can run across all foodpanda lines of business, from food delivery and pickup to grocery delivery through pandamart and foodpanda shops. With a user base that regularly orders food and groceries, Panda ads are especially ideal for brands looking to reach digital native consumers who value convenience.

Finally, foodpanda will offer exclusive advertising, offering selected partners an exclusive opportunity to collaborate with beloved brand ambassador Pau-Pau.

Through Panda advertising, foodpanda aims to help brands increase awareness and reach, improve sales conversions, increase brand awareness and drive sales.

Brands that have already signed up for Panda advertising span a wide range of industries, including Tiger Brokers, Heineken, and Huawei.

panda ads are currently available in 11 Asian markets (Singapore, Malaysia, Thailand, Philippines, Cambodia, Laos, Myanmar, Hong Kong, Taiwan, Bangladesh and Pakistan).

Featured image credit: Branding in Asia Magazine