Places Leisure extends existing partnership to take Zoom Media’s proprietary full service GymTV
Zoom Media is putting data front and centre of its business solutions with Connected TV advertising – GymTV+.The new platform moves operators from the old style linear TV to a programmatic-enabled service, allowing content to be tailored to the specific audience present in the gym, ensuring the content is relevant and ultimately helping operators generate additional revenue.
Places Leisure will be the first major operator to take the new GymTV+ with livegood., alongside a fully curated music service. The nationwide leisure operator has partnered with Zoom Media for more than 14 years and with this partnership renewal is extending its content offer for members and rolling out this new connected advertising across all UK sites.
Supporting this rollout is a larger behind-the-scenes change with Zoom Media bringing all elements of GymTV back under its control, once again operating the full end-to-end delivery including back-end management and music curation. This means Zoom Media has full control over future development and the evolution to programmatic and Connected TV.
Speaking about the new product and partnership extension with Places Leisure, Ferne Langford, Zoom Media Strategic Partnership Director commented:
“It’s an exciting time as this marks the first stage of a larger scale repositioning of the Zoom Media brand. We’ve been working in the background for over three years to respond to the needs of the gym and leisure industry, particularly looking at the rising and prohibitive costs of VPL licensing and how we can become a collaborative partner to simplify processes for gyms.
“Over the past 12 months we have driven increased demand for our gyms and their audience, and as the platform has grown, so has revenue. The past year has seen incredible growth of 284% for programmatic in the leisure industry ”
Sarah Roberts, Head of Fitness, from Places Leisure comments:
“We are always looking for solutions that allow us to improve our onsite customer experience and drive revenue streams. We have been working with Zoom Media for over 14 years, and this extension of the partnership is a result of its commitment to driving innovation and development in response to the industry’s needs, alongside bespoke solutions for our business.”
This change marks the start of Zoom Media’s transition to an ecosystem giving operators granular detail on client data and the ability for advertising to become hyper-targeted. Zoom Media’s transition to a data-first business model, will enable the right product to be in front of a finely tuned target audience and shown at the right time. In short, the value of the gym audience is going to increase as these changes are rolled out, making advertising more valuable for brands, alongside ensuring gym goers are served with relevant content that supports and enhances their visits.