foodpanda makes its foray into AdTech with panda ads launch


Food delivery firm foodpanda officially announced the launch of panda ads, its suite of advertising technology (AdTech) and marketing solutions, last Friday (September 16).
Initially introduced in 2021 as a proof-of-concept, panda ads provides brand partners with advertising opportunities, helping brands reach millions of digital-native customers beyond traditional channels.
With the launch, foodpanda unveils a suite of integrated advertising features that include the foodpanda app, digital marketing assets, and new partnership programmes.
Image Credit: foodpanda
In line with this launch, foodpanda also announced its partnership with media investment agency GroupM.
This partnership allows GroupM clients to tap into the fast-growing AdTech space by activating foodpanda’s in-app advertising and other media assets, and collaborate with foodpanda on brand partnerships and campaigns.
The partnership spans seven markets – Singapore, Malaysia, Thailand, the Philippines, Pakistan, Hong Kong and Taiwan. 
“foodpanda has worked extensively to improve our ads solutions over the past year, and we are excited to offer advertisers a new, full suite of ad solutions with panda ads,” said Kiranjeet Singh Purba, Senior Director, Advertising & Partnerships at foodpanda, adding that its partnership with GroupM will help their clients tap into new areas of digital marketing in Asia.
Together with GroupM, foodpanda looks to further enhance its AdTech vertical by bridging the online gap between brands and customers. 
“Our partnership with panda ads covers an extensive region – across seven markets – opening up expansive possibilities for our clients in the digital and mobile space to enhance their brand visibility and increase business impact. panda ads’ innovative tech will see a great degree of personalisation and targeted advertisements, which charts the way forward in retail media,” said Toni Ruotanen, Head of Commerce APAC at GroupM Nexus.
Globally, the market potential for AdTech is expected to reach US$1 trillion by 2030. Separately, foodpanda’s parent company, Delivery Hero, predicted that AdTech services would generate more than €2 billion by 2024 or 2025.
Bridging the online gap for advertisers
As an integrated advertising solution, panda ads offers a full suite of advertising options, from static or carousel images, to videos and lead-generating ads.
Image Credit: QSR Media Asia
Firstly, panda ads supports brands with their digital marketing campaigns by providing greater speed from planning to execution.
Ad campaigns are designed and managed directly on foodpanda’s platform, which allows for quicker implementation. Ads can go live on foodpanda’s platform in just two weeks from the time of campaign sign-off.
Ad assets also have prime visibility on the order tracking page, which captures consumers’ attention for a longer period (up to 30 minutes for quick-commerce deliveries, for example) and as a result, video ads have a 70 to 80 per cent completion rate.
Brands can also benefit from flexible execution and the widest reach on a single on-demand delivery platform in Asia.
With panda ads, advertisers tailor their campaigns to incorporate a variety of solutions, ranging from in-app advertising, to digital marketing channels, depending on their unique objectives.
Furthermore, foodpanda provides the largest reach in the region, across 11 markets — providing the widest coverage among all on-demand delivery players in the region.
foodpanda’s integrated ecosystem also helps to achieve better results for advertisers. Ads can run across all foodpanda verticals – from food delivery and pick-up, to grocery deliveries via pandamart and foodpanda shops. With a user base that regularly orders food and groceries, panda ads is especially ideal for brands who want to reach out to digital-native consumers who value convenience.
Lastly, foodpanda offers exclusive advertising, in which it grants selected partners exclusive opportunities to collaborate with its beloved brand ambassador, Pau-Pau.
Through panda ads, foodpanda aims to help brands increase their visibility and reach, improve sales conversion, and build brand awareness to drive sales.
Brands that have already signed up for panda ads span a broad range of industries, including Tiger Brokers, Heineken, Huawei, and many others.
panda ads is currently available in 11 markets across Asia — Singapore, Malaysia, Thailand, the Philippines, Cambodia, Laos, Myanmar, Hong Kong, Taiwan, Bangladesh and Pakistan. 
Featured Image Credit: Branding in Asia Magazine