From Programmatic Display to Cross-device: How Papa John’s is adopting the latest technologies

From Programmatic Display to Cross-device:

The webinar will begin shortly

Listen via your computer speakers or on the phoneUK: +44 (0) 20 3713 5022Access Code: 312-766-373

Brought to you by In association with

How Papa John’s is adopting the latest technologies

This presentation is from “From Programmatic Display to Cross Device: How Papa John’s is adopting the latest technologies”, a marketingfinder.co.uk webinar.

To find out more, or for the on-demand recording, visit http://goo.gl/qZEt0R

http://goo.gl/qZEt0R

Today’s SpeakersHow Papa John’s is adopting the latest technologies

Alex CornfordDirector of Client DevelopmentRakuten Marketing

David CareyDigital Marketing ManagerPapa John's

Andrew GerrardDirectord-marketing



To find out more, or for the on-demand recording, visit http://goo.gl/xPuFg2




Follow the conversation on Twitter #DigitalMarketingWebinar

Interact with usHow Papa John’s is adopting the latest technologies




Quick Poll

From Programmatic Display to Cross-device:How Papa John’s is adopting the latest technologies





5

Agenda• The Digital Landscape• Papa John’s Challenges• What Strategies Did Papa John’s Implement?• Papa John’s Performance• Strategy Impact & Business Transformation• What’s on the Horizon?• How Can You Incorporate Mobile into Your Marketing

Mix• Hot Topic• Summary




6

The Digital Landscape




7

Reaching Connecting Understanding

Smartphones are now the most popular device for getting online, totally transforming the way we, as consumers communicate and interact.*Ofcom




8




9

Papa John’s Challenges

SCALE & REACH

No mobile strategy No cohesive display strategy




10

• Visibility into over 1 billion devices • Unique ability to slice data segments • Access to scale• Eliminate fragmentation• Complete transparency• Identify, target and segment

across devices

The Rakuten Marketing Solution




11

What is Hyperlocal?




12

• UK smartphone users spend just under 2 hours a day accessing the internet!

• Target your clients based on who they are and where they are

- Drive consumers to brick and mortar stores- Build targeted audiences within a specific area- Target your competitors customers

Why is Hyperlocal Important?




13

Implementing Cross-device




Rakuten User ID Assigned = 1234

RakutenUser ID

Assigned

User identified

on Desktop

User identified on Tablet

User Identifiedon Phone

On what devices did the user see

an ad?

On what devices did the user click an ad?

On what devices did the user ultimately

convert?

On what devices did the user

accomplish a custom action?

Identification tactics can be divided into one of two different categories: (1) Deterministic, and (2) Probabilistic




15

To launch our first store in the city of YorkGoals:• Raising brand awareness• Driving sales

What Strategies did Papa John’s Implement?




16

1. Mobile only campaign- Prospecting Solution- Retargeting Solution

2. Cross-device campaign- Retargeting Solution

How Did We Meet These Objectives?




17

• £2:1 return on ad spend for mobile search retargeting

• £22:1 return on ad spend for the cross-device campaign

• 40% of orders from the cross-device campaign were made on a different device from where the customer saw the ad

• 38% who started on a tablet converted via a smartphone

Papa John’s Performance




18

Strategy Impact & Business Transformation




19




20

How Can You Incorporate Mobile into Your Marketing Mix?




21

Radius vs ReachCalibrate campaign KPIs against the radius of the geo-fenced area




22

Mobile and the Secret to Customer Loyalty

• The average shopper in 2015 is a member of 13 reward programmes

• Engagement with these programmes have dropped from 7.8% to 6.7%This presentation is from “From Programmatic Display to Cross Device: How Papa John’s is adopting the

latest technologies”, a marketingfinder.co.uk webinar.



23

Data




24

• Go beyond basic promotional emails & push notifications

• Native ads are much more appealing to consumers

- personalised experiences

- aligned to customer behaviour

Native Experiences on Mobile




25

• 73% of internet users visit Facebook a month• Social ads are a proven method of re-engaging a large number

of customers• Supercharge your Facebook strategy with your CRM customer

insights

Social Goes Mobile




26

Link AdLead to site or app with calls-to-action that drive

results.

Ad FormatsApp-install

AdDrive quality app downloads.

App-install AdDrive quality app

downloads.

Video AdLeverage video ads

for engagement.




27

RC Willey Results• The campaign ran from

1st September until 17th September

• RC Willey saw a click-through rate nearly 17 times higher than their standard prospecting click-through rate

• They drove over 5,000 post likes during the campaign




28

• By 2017, video will account for 69% of all consumer internet traffic*

• If a picture paints 1,000 words then one minute of video is worth 1.8m!*

*Cisco*Forrester

Harnessing the Power of Video

Mini-site within AdThis presentation is from “From Programmatic Display to Cross Device: How Papa John’s is adopting the latest technologies”, a marketingfinder.co.uk webinar.



29

• Mobile is the driving force behind ad spend• When adopting a cross-device strategy, create mobile optimised experiences• Hyperlocal is not just prospecting but full-funnel! • If you miss out mobile from your mix, you could be

missing out on a valuable chunk of your audience

Summary




30

Want to know more about anything we have discussed?

Get in touch with us at [email protected]



mailto:[email protected]

mailto:[email protected]


QuestionsHow Papa John’s are adopting the latest technologies

Alex CornfordDirector of Client DevelopmentRakuten Marketing

David CareyDigital Marketing ManagerPapa John's

Andrew GerrardDirectord-marketing





3 Reasons to Complete the Exit Survey

1. You can give us your feedback

2. You can request your free copy of ‘How to Reach and Engage Consumers Across Devices’

3. You can send a recording of the webinar to colleagues

How Papa John’s is adopting the latest technologies




Thank You

From Programmatic Display to Cross-device:How Papa John’s is adopting the latest technologies



