Megan Bogatzki, Programmatic Director at Zoom Media
You may not have noticed, but there’s a shift happening with advertising channels, particularly in the gym. A smarter, more targeted approach is taking over as programmatic technology is revolutionising how brands can connect with their target audience.
But what is programmatic advertising? and why is it relevant for your brand?
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, provide the perfect environment to capitlise on this revolution.
By analysing a gym’s member data, we can pinpoint the ideal times when your brand’s desired audience are present and where they spend their time in the gym – ultimately guiding us on running 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.
How deep does it go? Very Deep.
At Zoom, we use comprehensive gym demographic data to create tailored deals for brands, maximising results by 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 your 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 leveraging their data in increasingly sophisticated ways, they’re becoming an increasingly attractive option to ensure your brand is maximising advertising opportunities.
To find out more about Zoom Media and start your programmatic media campaign connect with Natalie now via the contact form.