Repixeling is a new form of online advertising where non-competitive companies in the same industry retarget each other’s websites and apps.
In order to fully understand repixeling, you first need to understand retargeting (also know as remarketing) and why it is so effective.
Retargeting is a popular form of digital marketing where advertisers put a snippet of code on their website (known as a pixel) that allows a web property owner to tag users that have either visited or triggered a specific event on their website or app. For example, have you ever noticed that when you put a pair of shoes in your Shopping Cart, but you decide not to purchase them, for the next couple of weeks (or even months), you’ll start seeing a noticeable surge in the number of online advertisements you’re seeing for both shoes overall and that exact shoe? It’s not a coincidence – that’s retargeting at work.
Why Retargeting is Powerful, and Its Biggest Weakness
If you ask 10 marketers what their most effective type of campaign is, 9 out of 10 of them would probably say remarketing, and for good reason. If you recently had a pair of shoes in your shopping cart but didn’t buy, you’re clearly in the marketing for not only shoes, but those exact shoes! With that in mind, you’re a near perfect person to show an ad to.
But the problem with remarketing is it can be extremely limited in scale. After all, if you’re a website owner, and you only have 1,000 new people visiting your site or app each day, that’s only 1,000 new people to serve ads to. Most companies would like to grow their businesses much faster than just the number of people visiting their website (that wouldn’t be growing at all), and for that reason, nearly all businesses eventually expand past their retargeting campaigns into “prospecting” campaigns. While prospecting campaigns have gotten better over the years, these campaigns are often ineffective and show a poor or even negative ROI. That’s where repixeling comes in.
The Difference Between Retargeting & Repixeling
With retargeting, businesses & advertisers work in silos. If one company owns a website that sells wine accessories (e.g. cork screws and aerators), and one company owns a website that sells wine online, for decades, those website owners have been retargeting visitors to their own websites & apps. With repixeling, web advertisers now have the ability to retargeting someone else’s sites & apps, dramatically increasing their campaigns scale & efficacy. This a huge leap in scale past just retargeting, and a huge leap in quality past prospecting – after all, someone who just bought wine is a damn good person to show a cork screw ad to and visa versa.
Examples of Potential Repixel Use Cases Include:
For pretty much any business you can think of, it would only take a couple of minutes to come up with 5-10 web properties they can and should be repixeling. To help better paint the picture, here are a few good potential alliances for “Site Owners” & “Advertisers”.
Note: a “Site Owner” is the company hosting the “Advertiser’s” pixel on their web property.
- Dicks Sporting Goods & Sports Authority (Advertisers) would likely be very effective in repixeling visitors to the sports section of major news publications such as the NYT or Wall Street Journal (Site Owners).
- Game Stations such as PS4 or Xbox would likely have a lot of success repixeling visitors to any blog about gaming.
- Makers of online dating apps would likely pay a small fortune to have their pixel on Review Websites titled “The Best Online Dating Apps”.
What Ad Networks Does This Work On?
Repixeling works on most major ad networks such as Facebook Ads, Google AdWords, LinkedIn, and dozens of others. Big networks have been trailblazing the movement, with Facebook Ads recently building a “Share Pixel” button to make pixel swapping easier and more accessible than ever. We also recently learned that Google AdWords has decided to add repixeling into their product roadmap, which is anticipated to let the user repixel any bucket of websites (with a minimum of 5 websites per audience).
Sounds Awesome – How Do I Do It?
Repixeling has been happening for years through email & phone calls, but rarely at scale. Needless to say, getting in touch with the right person at a large organization, taking the time to setup & conduct a phone call, negotiating rates, finalizing a contract, and getting dev resources to place a pixel isn’t the easiest task. Fortunately, repixel.co is out to solve this problem, and we’ve built a marketplace that connects advertisers & site owners and allows them to easily repixel at scale. Interested in trying it out? We’re in early beta, but you can join the waitlist at repixel.co and we’ll notify you as soon as a spot opens up.