Papa Johns Launches Cross-device Geotargeting Campaign

Papa-Johns.jpgPapa John’s has launched a location-targeting campaign with Rakuten Marketing to drive digital sales and raise awareness of its new UK store in York.

The pizza retailer is using Rakuten’s targeting technology to pinpoint its core audience within a three mile radius of the store, the catchment area for Papa John’s deliveries, and then target them programmatically, cross-device.

Results from the campaign to date show that 40 per cent of Papa John’s orders in the cross-device targeting strategy are attributed to a different device to where the impression originated. The biggest driver of these cross-device orders is between smartphone and desktop, however, 38 per cent of those who start a journey to purchase on a tablet convert via a smartphone.

So far, Papa John’s has seen a 2:1 return on ad spend for the mobile-only targeting campaign and a 22:1 return on ad spend for the cross-device campaign.

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