press release: Zoom Media UK
Programmatic: the future of advertising in gyms
01 Aug 2024
Comprehensive gym demographic data is used to create tailored deals for advertisers / Zoom Media
Programmatic advertising is an automated way of buying ad inventory, providing a more targeted and tailored experience based on vast quantities of data. Unlike traditional methods where you manually book a slot and hope for the best, programmatic lets you automatically bid on specific times and places based on data, ensuring your ad reaches the right people at the right moment. It's like an automated stock market for ad space – bid and win, and your ad gets displayed.
But it's not just about targeting; it's about the richness of the data itself.
Brands now have access to a wealth of hyper-specific information about their audience, allowing them to tailor their messages like never before. And gyms, with their unique position and access to rich audience data have a deep understanding of their clientele, allowing for highly targeted and effective brand campaigns, putting them at the forefront of this revolution.
By analysing member data, we can now pinpoint the times when a brand’s ideal demographic are present and run the campaign during those peak hours in high footfall areas. This targeted approach ensures the ad is seen by the right audience, increasing the likelihood of engagement and conversion.
At Zoom, we use comprehensive gym demographic data to create tailored deals for advertisers, studying how people behave in the gym, including how much time they spend viewing screens while working out. With a proprietary formula that calculates gym-goer behaviour, we can ensure ads are only played when the target audience is present.
For example, if you’re a hair care brand promoting heated hair tools during the Christmas season, you can pinpoint when the highest numbers of your target demographic are typically present and where they spend most of their time in your facility, so that ads can be placed where they are most likely to be seen. After a campaign has run for a few days, brands can analyse the ROI and make real-time optimisations with just a few clicks.
The future of advertising is undoubtedly programmatic and as gyms continue to look at commercialise their space and leverage data in increasingly sophisticated ways, ensuring you’re able to use your member data to maximise your digital media, and revenue generated as a result, can play a big part in ensuring the success of your facility.
Find out more about Zoom Media and have them evaluate your facility here
More press releases and updates from Zoom Media UK:
Zoom Media UK, the leading provider of digital media solutions for fitness facilities, is
announcing an exciting new partnership with Your Personal Training (YPT), the UK’s foremost
Personal Training brand. This collaboration marks the first time Zoom’s rewards platform will
be directly available to the clients of YPT trainers, offering unique incentives to enhance
client engagement and retention.
Audio-visual content is on the up, particularly in gyms as it plays a pivotal role in
advertising by effectively connecting brands to aspirational and affluent customers.
Zoom Media, a leading provider of digital media solutions for health clubs, has launched a
proprietary wellness content channel called Livegood – a digital hub of health and wellness
media.
Zoom Media, the UK's leading provider of health and fitness digital media, has announced a
new contract with Fitness4Less to deliver Out of Home advertising across its estate.
Zoom Media UK
Tel: (020) 3511 2111
Email: [email protected]
Address:
12-116 New Oxford St,
London,
WC1A 1HH,
England
Ferne Langford, partnership group director
Zoom Media UK video gallery:
Key personnel
Ferne Langford, partnership group director
David Wellard, managing director
David Wellard, managing director
Key customers
We’re keen to work with any operators looking to maximise their digital media and the impact it can have for their business, increasing both member engagement and revenue.
Plans for the next 12 months
For the remainder of 2024, Zoom Media UK will be attending Fit XPO, the Independent Gyms Summer Conference, Elevate London, Active Net and the National Fitness Awards.
Testimonial
"The relationship between Fitness4Less and Zoom Media has grown from strength to strength over the past 10 years, increasing incremental revenue and opening up new member engagement opportunities. 2024 will see us introduce new digital platforms together and we are looking forward to the exciting times ahead."
– Steve Bradley, operations director, Fitness4Less
– Steve Bradley, operations director, Fitness4Less
Testimonial
"For the past 7 years Zoom Media has played a pivotal role in our health clubs; offering everything from digital screen installation and services to content and brand partnerships, right through to running our member rewards programme. Working with Zoom allows us to connect with our members and elevate our members' experience and loyalty, whilst generating ancillary revenue."
– Colin MacGillivray, head of commercial, Bannatyne
– Colin MacGillivray, head of commercial, Bannatyne
Testimonial
“For more than 14 years Zoom Media has been instrumental in elevating the member experience at Fitness First. Their consistency and reliability in delivering commercialised digital solutions have ensured that our gyms are always equipped with engaging content. What sets Zoom apart is their proactive approach to collaboration, working closely with us to bring our members unique offers and experiences.”
– Sean Kelly, brand experience manager, Fitness First
– Sean Kelly, brand experience manager, Fitness First
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