The company is running the mobile banner ads within Pandora’s iPhone application. Papa John’s has run mobile ads within Pandora before to promote other pizza favorites.

“I do think it’s smart to supplement the extensive TV advertising they are doing around this campaign with mobile reminders and supplementary ad impressions,” said Simon Buckingham, CEO of Appitalism, New York.

“The relative cost of the mobile campaign is likely to do a very small proportion of the overall marketing campaign,” he said. “I am surprised to see that consumers are prompted to sign in or register which reduces the engagement levels as it’s typically more of a hassle to sign up on a small smartphone screen.”

Mr. Buckingham is not affiliated with Papa John’s. He commented based on his expertise on the subject.

Papa John’s did not respond to press inquiries.

Slice of mobile
Papa John’s new mobile ad promotes the company’s latest creation – the Buffalo Chicken Pizza, which consumers can order for $10.

When users tap on the mobile ad they are redirected to the company’s mobile site where they can choose to get their pizza delivered or pick it up.

Additionally, consumers can find the nearest Papa John’s location and browse current offers.

A mobile ad campaign such as this is a great way for Papa John’s to promote its new pizza.

In addition, the company is also educating consumers to use its mobile properties, including the company’s mobile site and apps to order their pizza.

Mobile ordering is becoming a hot commodity right now and consumers are increasingly turning to their mobile devices to order their favorite meals.

Mobile advertising is also a smart move on the company’s part to drive awareness of its new product.

“Mobile advertising is expected to grow rapidly from a relatively low level in 2012,” Mr. Buckingham said. “The success of the recent Millennial Media IPO will attract more attention and credibility to the sector.

“However, ad dollars lag well behind consumer eyeballs so mobile advertising will take a long time to become materially important in the overall advertising industry,” he said.

Stranger no more
Papa John’s is no stranger when it comes to mobile advertising.

In fact, the company has been using Pandora’s mobile platform to continually run mobile ads whenever it needs to promote its new products.

Most recently, Papa John’s ran a mobile ad campaign within Pandora’s iPhone application to promote its Five Sausage Pizza.

“Mobile advertising are a great vehicle for fast food restaurants as they are located in high traffic areas and are therefore perfect for stimulating impulse purchases through a mobile offer,” Mr. Buckingham said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York