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Dominos switches to using Facebook as acquisition channel

Dominos switches to using Facebook as acquisition channel

Dominos Pizza is among the first UK brands to explore how it can use Facebook as an customer acquisition channel, as well as an engagement one, following the roll out of the social network’s ad exchange (FBX).

The enhancement of its social media strategy comes after it achieved its lowest ever cost-per-sale for a display ad campaign using real-time bidding (RTB) technology after buying highly-targeted Facebook ads via FBX.

Simon Wallis, Dominos Pizza UKs sales and marketing director, says: FBX is a significant development which will allow us to further develop Facebook as an acquisition channel, building on our social success.

Dominos earlier Facebook strategy had centered on using the social network as an engagement channel but since the FBX launch - which lets brands purchase relevant inventory via their media agency’s trading desks - it is now considering it in the same vein as more orthodox online ad platforms.

This development comes as Facebook announced it is trialing News Feed ad spots via FBX in March - it has sold right hand side ads via FBX since last year.

Paul Silton, Facebook client partner, UK, reports that Facebook News Feed ads sold via FBX deliver eight times better engagement than ad inventory on the right-hand side of a Facebook page, adding FBX inventory is purely about driving traffic to advertisers’ own websites.

 

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