Finnish food delivery service Wolt has announced the launch of a self-service advertising platform that spans over 30 European and Asian markets.  

The platform will allow brands to plan, activate and optimise adverts on the platform as well as promote specific products.  

Wolt, which has around 50 million users, said that advertisers will be able to track performance at every stage of the customer journey as well as build segments using Wolt’s first-party data to convert potential customers in real time.  

Wolt Ads for Brands offers advertisers banners, sponsored placements in product listings as well as packaging, branded vehicles and hyper-targeted sampling. 

According to a study from digital marketing organisation IAB Europe, retail media spend in Europe will hit €31 billion by 2820 but most markets remain under-served.

Wolt said it aims to fill this gap with scale, data and speed.  

Over 40 global and regional brands have already trialled Wolt’s tools.  Pivovarna Laško Union, trading as Heineken, saw a 134 per cent increase in sales on the Wolt app for its non-alcoholic beer line during a Dry January campaign in Slovenia. 

Catalina Salazar, global senior director of Wolt Ads, said that the platform was built on data collaboration and would help brands to drive relevance, conversion and growth.  

“The new self-service tools, built for speed and scalability, give brands and their agencies end-to-end campaign control,” she added. “We’re not just a local commerce platform, but a media ecosystem built for performance - one that helps brands connect with shoppers at the moment of purchase, while offering customers relevant and affordable choices.” 

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