The landscape of gym advertising is rapidly evolving, driven by the rise of programmatic and data-driven approaches. This is in part because operators can leverage the wealth of audience data at their disposal, it’s a smart way to stay ahead of the curve and create meaningful connections with members like never before.
BUT…whilst programmatic advertising holds so much potential for gym advertising via it’s its ability to target specific demographics, track performance in real-time, and optimise campaigns accordingly, other ad mediums such as TV advertising, alongside programmatic or sometimes even instead of, is still a powerful tool for reaching the right audience at the right time.
Traditional methods of in-person promotions and local outreach should also never be overlooked, they can still be effective in building a strong community presence. When working with brands, we always design multi-touchpoint campaigns to ensure we captivate gym goers throughout their gym journey. So, while programmatic advertising may play a significant role, it’s likely to be just one part of a comprehensive marketing strategy for gyms…
The golden rules are, if you want to tell a brand story, TV is your best solution. If you want to mobilise people, or communicate a call to action, then D6 is a much better option.
Gyms will find D6 particularly useful for in-house offers such as new class launches or bring a friend for free for example. It’s a shorter, more snackable content format that drives customer action, so that’s really attractive for gyms pushing their own agenda.