DAX and Power BI – conditional formatting for specific row / column only

How to enable conditional formatting for specific rows / columns only? Like frogs here:

Let´s create a measure like this from related measure. The logic is – when working with selected row, calculate the number. Otherwise, show any text.

  • Conditional formating measure = IF(
       FIRSTNONBLANK(‘Table'[Item],0)=”Frogs”,
       SUM(‘Table'[Value]),
       “nothing”)

Then create new conditional formatting rule, using the measure.