Adapting to the Appetite: Zomato and Swiggy Revolutionize Advertising Landscape
As users actively engage, platforms become key spaces for advertisers. Experts note their significance, providing a compelling arena to connect meaningfully with the audience
Sumit Rawat
Zomato and Swiggy, the leading names in food delivery, have mastered the art of not just delivering meals but also dishing out irresistible offers through astute advertising strategies. These platforms don't just notice when users open their apps without making a purchase but actively entice them with tailored discounts, turning mere window shopping into actual transactions.
Gopa Menon, Head of Digital at Mindshare, South Asia, highlights the evolution of this trend, noting its acceleration, particularly amid the pandemic. Users seamlessly navigate these platforms, from browsing and reading reviews to adding items to the cart and making payments.
The popularity of quick commerce, fast fashion, and other platforms is soaring, becoming an integral part of consumers' daily routines. With Zomato boasting over 50 million monthly active users and Swiggy with a user base exceeding 40 million, these platforms offer an extensive reach for brands aiming to connect with potential consumers.
Shubham Shrivastava, AVP at D2C Pro, powered by Team Pumpkin, finds the growing popularity of these platforms as advertising spaces intriguing. Despite effectiveness variations based on factors like consumer behavior and ad format, the platforms present a vast user base for brands to enhance their recognition.
As people spend significant time on these platforms browsing restaurants, selecting groceries, and tracking deliveries, brands see them as valuable spaces for ad content. Beyond reaching a broad audience, these platforms offer targeted advertising, data-driven insights, and an improved user experience.
Girish Ramachandran, Co-Founder and CEO of Shopalyst, terms this approach as shopper media, predicting its value for brands, especially for lower-funnel ad campaigns.
Menon emphasizes the platforms' ability to micro-segment and target consumers precisely, making them effective tools for advertisers. The focus on targeted advertising not only boosts marketing efficiency but also ensures impactful results.
Sharad Lunia, Founder of releaseMyAd and Xpert, points out the significance of these platforms, especially with increasing privacy regulations and cookie deprecation. With the majority of online transactions driven by a small but affluent user base, these platforms offer an attractive prospect for brands.
Digital marketing expert Advit Sahdev sees the potential of these platforms surpassing that of Google due to users' high intent, resulting in better conversion rates.
Shashank Rathore, Vice President at Interactive Avenues, notes the consumer mindset on these platforms, emphasizing users' readiness for transactions, allowing brands to quickly close the marketing loop.
As these platforms continue to evolve into sophisticated advertising platforms, brands are rethinking their ad spends, recognizing the potential for effective engagement and resonance with their target audience. The strategic nature of these platforms positions them as indispensable tools for marketers seeking optimal results in the digital advertising landscape.
