Pizza chain Papa John?s is running targeted mobile banner ads that promote offers and deals.

The company is running mobile banner ads via Pandora?s iPhone application. The ads lead consumers to the company?s mobile commerce-enabled site.

?Papa John?s has been a pioneer in the mobile commerce space for a long time,? said Wilson Kerr, Boston-based mobile marketing consultant.

?In 2010, Papa John?s rang up $20 million in mobile sales,? he said. ?As such, it is natural that they would support these proven new revenue channels via mobile marketing. Papa John?s is extending their online ordering systems into mobile via a mobile-optimized site, Android and iPhone apps, an email/SMS deals mobile alert system and QR codes.

Mr. Kerr is not affiliated with Papa John?s. He commented based on his expertise in the subject.

Papa John?s did not respond to press inquiries.

Pizza offers
The Papa John?s mobile banner ad reads ?Any Large Pizza $11.?

When consumers tap on the mobile ad, they are taken to the company?s mobile-optimized site where they can either order delivery, order carryout or find the nearest Papa John?s location and browse offers.

Additionally, users can sign in to their account or register for an account to complete their order.

Running a mobile banner ad such as this is an effective way for Papa John?s to drive sales, as well as in-store traffic to its locations.

Consumers always have their mobile device with them on hand so running a targeted ad that is relevant to them is ideal.

Past efforts
This is not Papa John?s first foray into mobile.

Last year, the company encouraged food sales via mobile banner ads that take consumers to the company?s optimized site where they can order delivery or carryout.

The company ran a mobile banner ad within Pandora?s iPhone app. The banner ad featured the company?s large spicy Italian limited time only pizza for $10 (see story).

Most recently, Papa John?s cemented its position in the mobile commerce arena with a new Android application that lets pizza lovers order their favorite meals on the go (see story).

?By using mobile ads to target consumers who are within tight proximity to a pick-up location, for example, they can increase response rates,? Mr. Kerr said. ?Since a mobile click-through on one of their ads lands a consumer on a site optimized for that mobile-originating traffic, their conversion rates increase.

?It is important for any brand that sells consumer-direct to optimize their online offering for mobile consumers and it?s equally important to support these offering via mobile marketing,? he said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York