In this blog from ukactive Strategic Partner, Zoom Media, Ferne Langford, the organisation’s Partnership Group Director – explains what programmatic advertising is and how it is set to shape the future of advertising in gyms.
You may not have noticed, but there’s a shift happening with advertising channels in the gym. A smarter, more targeted approach is taking over as programmatic technology is revolutionising how brands connect with their target audience.
I’m sure many of you are asking ‘what is programmatic?’ and ‘why is this relevant for gyms?’, so let me explain…
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.
How deep does it go? The answer is very deep. 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.
To learn more about Zoom Media click here.
Zoom Media is a member of the ukactive Strategic Partner Group – find out more here.
Disclaimer: Any views or opinions expressed are solely those of the author and do not necessarily represent those of ukactive.
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