Domino's Pizza U.K. has partnered up with eBay Advertising to target consumers within specific delivery zones via geo-targeting.
According to The Retail Bulletin, the targeted advertising will promote the pizza chain's online ordering and PayPal payment option and will run until mid-April.
Ads on eBay will drive online shoppers to Domino's Pizza's new payment site, eliminating the need for customers to re-enter their personal information when they order a pizza.
The partnership will utilize eBay Advertising's geo-targeting capabilities, specifically targeting users registered in a Domino's Pizza delivery area between the company's peak delivery hours of 5-8 p.m.
Phillip Rinn, senior director of advertising at eBay International, said the partnership highlights the opportunities offered by advertising on e-commerce sites. The practice targets the right people at the right time, allowing brands to minimize ad waste, he said.
Domino's Pizza U.K.'s Simon Wallis, sales and marketing director, added that the initiative is in response to customer demand for an easier way to pay for their pizza.
The company first introduced the PayPal payment option in early March to complement its exponentially growing online ordering component. The company's 2010 sales were up almost 20 percent, and more than one-third of all orders are now placed via the company's website and iPhone app.