Papa John’s targets York with hyper-local ad drive

Papa John's shop in York

Pizza chain Papa John’s has partnered with Rakuten Marketing to raise local awareness of its newly opened York store with a localised programmatic drive.

Targeting potential customers within a three mile catchment area (the top delivery distance), using Rakuten's targeting technology, Papa John’s will use programmatic buys across devices.

David Carey, digital marketing manager at Papa John’s, said: “Rakuten Marketing’s geo-fencing technology coupled with their prospecting and retargeting display solutions, allows us to accurately identify a specific audience and engage with them based on their behaviour across devices.

“By understanding our customers’ location, as well as relevant websites they are visiting on mobile, we can reach the most engaged and relevant target audience.”

Rakhee Jogia, director of display at Rakuten Marketing, added: “On the cross-device campaign, Papa John’s is seeing 57 per cent of its conversions coming from mobile, so a mobile-first campaign is a must.

“The results show the significant role smartphone plays in the wider path to purchase, identifying key insights into cross-device behaviour.”

Sensitive to the point that ads will only appear during optimal pizza order times, research from the campaign so far indicates that 40 per cent of Papa John’s orders are made on a different device from the ad impression.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.