Pixazza Busts Into New Verticals
ADOTAS – The concept of in-image advertising may make many people slap their foreheads and say, “Doh! Why didn’t I think of that?”
The inspiration for Pixazza hit cofounder and Chief Technology Officer James Everingham like a ton of bricks. His wife was enamored with a pair of shoes in an online photo and spent a few hours researching the brand and model as well as which e-tailer would offer the best deal.
Well couldn’t that all be done in one step? thought Everingham, a Netscape and LiveOps veteran. What if with a click a user could get the product info as well as a link to buy?
With a reach of 19 million uniques and 5 billion impressions served annually, Pixazza has secured the love of compulsive fashionistas with its “product in picture” advertising. However, the company is moving beyond the fashion world and breaking into three new verticals: home, travel and sports.
All three of these are rich e-commerce categories with plenty of images and browsers with a high intent to purchase. In addition to its 5 million products in inventory, Pixazza employs crowd-sourcing to find experts that tag images and link them to inventory.
I ran into Everingham at ad:tech, and he described the trials of entering new verticals and recruiting experts.
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