In a world of device hoppers, consumers interact with brands in a huge number of ways, interchanging between multiple devices and channels. As consumer purchase behaviour changes and technology advances, brands are learning to connect with consumers on a smarter and more targeted level. Rakuten Marketing, performance marketing experts, team up with David Carey, Digital Marketing Manager at Papa John’s, one of the largest pizza delivery companies in the world. We discuss their latest cross-device marketing campaigns and their influence on marketing strategies. We explore how brands are harnessing programmatic display and delivering a personalised experience to consumers at scale with precision. From hyper-local targeting to cross device measurement and attribution, learn how brands can connect consumer experiences across devices to show ROI and better inform their marketing strategies. Join our live webinar to learn how to action the latest marketing technologies for your brand.

1. From Programmatic Display to Cross-device:
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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

2. Today’s Speakers
How Papa John’s is adopting the latest technologies
Alex Cornford
Director of Client Development
Rakuten Marketing
David Carey
Digital Marketing Manager
Papa John's
Andrew Gerrard
Director
d-marketing
Brought to you by In association with
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/xPuFg2
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

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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

4. Quick Poll
From Programmatic Display to Cross-device:
How Papa John’s is adopting the latest technologies
Brought to you by In association with
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

5. 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
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

6. 6
The Digital Landscape
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

7. 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
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

8. 8
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

9. 9
Papa John’s Challenges
SCALE & REACH
No mobile strategy
No cohesive display
strategy
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

10. 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
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

11. 11
What is Hyperlocal?
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

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
12
Why is Hyperlocal Important?
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

13. 13
Implementing Cross-device
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

14. Rakuten User ID Assigned = 1234
Rakuten
User ID Assigned
User identified
on Desktop
User identified
on Tablet
User Identified
on 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
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

15. To launch our first store in the city of York
Goals:
• Raising brand awareness
• Driving sales
15
What Strategies did
Papa John’s
Implement?
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

16. 1. Mobile only campaign
- Prospecting Solution
- Retargeting Solution
2. Cross-device campaign
- Retargeting Solution
16
How Did We Meet These Objectives?
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

17. 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
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

18. 18
Strategy Impact & Business Transformation
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

19. 19
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

20. 20
How Can You Incorporate Mobile
into Your Marketing Mix?
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

21. 21
Radius vs
Reach
Calibrate campaign KPIs
against the radius of the
geo-fenced area
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

22. 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.
To find out more, or for the on-demand recording, visit http://goo.gl/qZEt0R

23. 23
Data
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

24. • Go beyond basic promotional
emails & push notifications
• Native ads are much more
appealing to consumers
- personalised experiences
- aligned to customer behaviour
24
Native Experiences on Mobile
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

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
25
Social Goes Mobile
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

26. 26
Link Ad
Lead to site or app with
calls-to-action that drive
results.
Ad Formats
App-install Ad
Drive quality app
downloads.
App-install Ad
Drive quality app
downloads.
Video Ad
Leverage video ads for
engagement.
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

27. 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
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

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
28
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.
To find out more, or for the on-demand recording, visit http://goo.gl/qZEt0R

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
29
Summary
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

30. 30
Want to know more about anything
we have discussed?
Get in touch with us at
RM-
SALESUK@MAIL.RAKUTEN.COM
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

31. Questions
How Papa John’s are adopting the latest technologies
Alex Cornford
Director of Client Development
Rakuten Marketing
David Carey
Digital Marketing Manager
Papa John's
Andrew Gerrard
Director
d-marketing
Brought to you by In association with
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

32. 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
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

33. Thank You
From Programmatic Display to Cross-device:
How Papa John’s is adopting the latest technologies
Brought to you by In association with
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