Home  › Media › Media Buying

Papa John's Makes a Friday Ad Blitz

  |  December 8, 2008   |  Comments

Mammoth AdSense buy highlights competitiveness of pizza marketing online.

Pizza chain Papa John's on Friday, used a one-day blitz of image ads featuring (what else?) pizzas as its first foray into advertising on the Google Content Network. The ads offered a free second pizza to anybody who ordered a pizza online.

The ads ran on a number of entertainment, food, news, sports and game sites in the Google Content Network. These included menupages.com, last.fm, nhl.com, icanhascheezburger.com, myspace.com and plentyoffish.com.

"We work with all the big-three pizza chains with search," said Sam Sabastian, Google's industry director of classifieds and local. "They are very direct-response oriented... They really built their online sales channel with help from search engines, especially Google."

However, the pizza chains are starting to show more interest in other Google-related advertising, including YouTube and the display network, said Sabastian. He said the 24-hour Papa John's blast was "a great example of us working closely with them to, as the holidays are approaching, generate a lot of impact and a lot of buzz for online ordering going into the weekend."

Papa John's effort reflects a trend of increasingly technical online pizza marketing, said Google spokesman Eric Obenzinger. He cited a recent Pizza Hut application on Facebook that facilitates online ordering as well as a system launched by Dominos that allows people to order pizza through their TiVo boxes.

Bob Ford, director of digital marketing for Papa John's noted online ordering is now a given for the pizza industry, but he said many people are still unaware it's possible. "The opportunity a company like Google really gives us is the ability to get that broad-reaching awareness in a short period of time," said Ford. While most everybody knows about Google as a search marketing facilitator, "a lot of marketers don't even realize Google has this vast content network available as well," said Ford.

He said a goal of the effort is to gather information from those who fill in the free-pizza registration information after clicking on the display ad so they can be added to Papa John's e-mail database.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...