foodpanda officially launches adtech solutions across 11 markets in Asia

Food and grocery delivery platform foodpanda has officially launched its suite of advertising technology (AdTech) and marketing solutions, panda ads. Initially introduced in 2021 as a proof of concept, panda ads provide brand partners with advertising opportunities to reach digital-native customers beyond traditional channels.

With the launch, foodpanda unveiled a fresh suite of integrated advertising features that encompass the foodpanda app, digital marketing assets and new partnership programmes. It offers a full suite of advertising options, from static or carousel images, to videos and lead-generating ads. Brands can also leverage foodpanda’s social media channels and enter partnerships across foodpanda’s verticals to build brand visibility, and allow for performance tracking and monitoring. According to the company, foodpanda will support clients through their entire campaign journey, from ideation, activation and measurement, with full reporting and insights-sharing.

Brands that have already signed up for panda ads span a broad range of industries, including Tiger Brokers, Heineken, Huawei, and many others.

Globally, the market potential for adtech is expected to reach US$1 trillion by 2030. Delivery Hero, foodpanda’s parent company, predicts that adtech services would generate more than €2 billion by 2024 -2025. Through panda ads, foodpanda aims to help brands increase their visibility and reach, improve sales conversion and build brand awareness to drive sales.

Currently, panda ads will be made available in 11 markets across Asia – Singapore, Malaysia, Thailand, the Philippines, Cambodia, Laos, Myanmar, Hong Kong, Taiwan, Bangladesh and Pakistan.

Foodpanda will also be collaborating with GroupM on the new initiative across Singapore, Malaysia, Thailand, the Philippines, Pakistan, Hong Kong and Taiwan. GroupM clients can 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. Interestingly, in Hong Kong foodpanda also appointed Mindshare its official agency on record for media buying. The agency is tasked to help the brand with its holistic media strategy, buying and planning duties, as well as its data analytics and audience insights.

“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 and partnerships at foodpanda. “We are especially thrilled to kick off our panda ads launch with a partnership with leading agency GroupM, and believe this 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. Toni Ruotanen, head of commerce APAC at GroupM Nexus added, “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.”

Most recently, the company also made several cuts to its teams. While foodpanda did not specify which teams will be impacted and if there will be any senior leadership changes, its spokesperson said it is supporting impacted employees to help them through this transition, through employee assistance programmes and extended insurance and benefits.

"To our impacted colleagues – we are very sorry we let them down; we will forever be grateful for their contributions and dedication to foodpanda," the company added.  Foodpanda has been operating in Asia for the past 10 years and the spokesperson said that it wants to continue contributing to its digital future.

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