I wanted to get back to discussing creative ways to utilize pixels. For the past year or so, some marketers have been leveraging their direct site buys by placing pixels in their ad tags. Users who are reached in that targeted environment are cookied by the advertiser and can be utilized for re-targeting (usually via an ad network due to their inherent high reach). This tactic offers marketers the ability to build frequency within this valuable, core group with targeted messaging. It becomes another point of engagement to bring them through the “conversion funnel” most efficiently. Another benefit is in cost: reaching that same user via re-targeting with an ad network is oftentimes accomplished with a lower CPM, thus lowering the overall cost to engage the user.
Marketers can leverage their in-stream buys in the same manner. In-stream is an extremely effective way to target key audiences or as part of a greater brand effort via sight/sound/motion. Placing pixels in the ad tags that run in the companion space alongside the video allows the user to be reached subsequently across other display buys. And thus, maximizing those engagement/efficiency factors again.