{"id":235236,"date":"2026-02-09T09:41:19","date_gmt":"2026-02-09T08:41:19","guid":{"rendered":"https:\/\/ipmark.com\/?p=235236"},"modified":"2026-02-10T09:41:52","modified_gmt":"2026-02-10T08:41:52","slug":"mas-de-120-marcas-anuncian-sus-productos-en-glovo","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=235236","title":{"rendered":"M\u00e1s de 120 marcas anuncian sus productos en Glovo"},"content":{"rendered":"<p data-start=\"104\" data-end=\"433\"><strong>M\u00e1s de 120 marcas utilizan ya las soluciones publicitarias de Glovo a trav\u00e9s de su divisi\u00f3n Glovo Brands Ads, la vertical que integra la tecnolog\u00eda y herramientas con las que la plataforma busca acelerar el crecimiento de marcas, restaurantes y tiendas dentro de la aplicaci\u00f3n y reforzar su conexi\u00f3n con los usuarios.<\/strong><\/p>\n<p data-start=\"435\" data-end=\"772\">La compa\u00f1\u00eda se est\u00e1 posicionando como un canal publicitario <strong data-start=\"495\" data-end=\"512\">\u201cfull funnel\u201d<\/strong>, con una inversi\u00f3n repartida entre distintas fases del embudo de conversi\u00f3n: el <strong data-start=\"593\" data-end=\"600\">37%<\/strong> se destina a soluciones orientadas a aumentar la visibilidad (<em data-start=\"663\" data-end=\"674\">awareness<\/em>), el <strong data-start=\"680\" data-end=\"687\">31%<\/strong> a herramientas de <em data-start=\"706\" data-end=\"721\">consideration<\/em> y el <strong data-start=\"727\" data-end=\"734\">32%<\/strong> a acciones centradas en <em data-start=\"759\" data-end=\"771\">conversion<\/em>.<\/p>\n<p data-start=\"820\" data-end=\"1201\">Uno de los principales movimientos detectados en <strong data-start=\"869\" data-end=\"877\">2025<\/strong> es el aumento de la inversi\u00f3n de <strong data-start=\"911\" data-end=\"934\">marcas no end\u00e9micas<\/strong> \u2014aquellas que no pertenecen al \u00e1mbito habitual de la compra inmediata en delivery o conveniencia\u2014 dentro de la app. Seg\u00fan los datos facilitados, el n\u00famero de estas marcas que emplean herramientas publicitarias en Glovo <strong data-start=\"1154\" data-end=\"1177\">se ha cuadriplicado<\/strong> en el \u00faltimo ejercicio.<\/p>\n<p data-start=\"1203\" data-end=\"1553\">Este crecimiento se atribuye, entre otros factores, al lanzamiento de <strong data-start=\"1273\" data-end=\"1290\">Post Order Ad<\/strong>, un formato publicitario que la plataforma define como innovador y que aparece en la pantalla de <strong data-start=\"1388\" data-end=\"1409\">\u201cPedido en curso\u201d<\/strong> despu\u00e9s de que el usuario haya realizado su compra, un momento en el que el cliente ya ha convertido y mantiene alta atenci\u00f3n dentro de la app.<\/p>\n<h2 data-start=\"1555\" data-end=\"1594\">Publicidad dentro y fuera de la app<\/h2>\n<p data-start=\"1595\" data-end=\"1849\"><strong>Glovo Brands Ads<\/strong> tambi\u00e9n incluye formatos cl\u00e1sicos de promoci\u00f3n interna como <strong data-start=\"1672\" data-end=\"1698\">productos patrocinados<\/strong> y <strong data-start=\"1701\" data-end=\"1712\">banners<\/strong> ubicados en diferentes fases del proceso de compra, con el objetivo de influir tanto en el descubrimiento como en la decisi\u00f3n de compra.<\/p>\n<p data-start=\"1851\" data-end=\"2063\">Fuera de la aplicaci\u00f3n, la compa\u00f1\u00eda ha impulsado soluciones como la <strong data-start=\"1919\" data-end=\"1946\">publicidad program\u00e1tica<\/strong>, que registr\u00f3 un crecimiento cercano al <strong data-start=\"1987\" data-end=\"1994\">80%<\/strong> en comparaci\u00f3n con el a\u00f1o anterior, seg\u00fan la informaci\u00f3n compartida.<\/p>\n<p data-start=\"2130\" data-end=\"2511\"><strong>Marta Valverde<\/strong>, responsable de <strong data-start=\"2161\" data-end=\"2191\">Glovo Brands Ads <\/strong>en<strong data-start=\"2161\" data-end=\"2191\"> Espa\u00f1a<\/strong>, enmarca la estrategia dentro del auge del <strong data-start=\"2235\" data-end=\"2251\">retail media<\/strong>: <strong>\u201cEl \u2018Retail media\u2019 es una gran oportunidad para transformar la manera en que impactamos a los usuarios.<\/strong> En 2023 decidimos integrar todas nuestras soluciones publicitarias en una \u00fanica vertical y, despu\u00e9s de dos a\u00f1os, ya estamos viendo excelentes resultados\u201d.<\/p>\n<p data-start=\"2513\" data-end=\"2787\">Valverde a\u00f1ade que la apuesta se est\u00e1 ampliando a distintos actores del ecosistema:<strong> \u201cCada vez m\u00e1s marcas, agencias de medios y publicidad apuestan por nuestras herramientas publicitarias\u201d<\/strong>, y destaca que el crecimiento de estas \u00faltimas fue del <strong data-start=\"2756\" data-end=\"2763\">20%<\/strong> en el \u00faltimo ejercicio.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Este crecimiento se atribuye, entre otros factores, al lanzamiento del formato publicitario Post Order Ad.<\/p>\n","protected":false},"author":10966,"featured_media":235237,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[2154,50],"class_list":["post-235236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-ecommerce","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00e1s de 120 marcas anuncian sus productos en Glovo<\/title>\n<meta name=\"description\" content=\"Este crecimiento se atribuye, entre otros factores, al lanzamiento del formato publicitario Post Order Ad.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=235236\" \/>\n<meta property=\"og:locale\" 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