This month’s Media Owner Spotlight features Zoom Media, the owners and operators of GymTV, the largest gym-based TV network in 5000+ health clubs across the U.S., Canada, and the U.K. In the Q&A below, Vistar speaks to Lorraine Pyne, Vice President of Sales & Marketing at Zoom Media. The interview spotlights the unique value proposition the network brings to the digital OOH industry and how Zoom Media’s partnership with Vistar Media has benefited their business.
Could you describe your network in a few sentences?
Zoom Media owns and operates GymTV, the largest gym-based video entertainment network subscribed to by 5000+ leading health clubs including LA Fitness, 24 Hour Fitness, and Gold’s Gym. GymTV provides around-the-clock music videos, fitness tips, and original lifestyle content that keeps the audience engaged, motivated, and informed.
What types of screens do you have and where can they be found?
GymTV airs on large overhead TV screens located in multiple high-traffic locations throughout the gym. In addition, GymTV Cardio is a one-to-one interactive platform integrated on the personal viewing screens attached to cardio machines. We have 20,000+ screens across 190+ DMAs in the United States. The GymTV network also runs nationally across 750+ locations in Canada and 800+ locations in the U.K.
What sets you apart from other digital channels?
Gym members spend on average 88 minutes (17% more time than pre-Covid) in our space per visit, and they are visiting 3+ times per week. Another key differentiator is the granularity of our data. Our measurement comes from member check-in data sent directly from the gyms database to Kantar.
What is your network's main value proposition to a brand?
During and after their workout, 79% of gym members are in a positive mindset, making them more receptive to content and advertising. Within two hours of a gym visit, 95% of members run errands; and 72% have tried, researched and/or bought products they saw advertised in their gym – making gyms a key path-to-purchase destination to engage consumers.
What do you wish more digital buyers knew about out-of-home?
Digital out-of-home offers unique engagement opportunities for any brand. Most of our brand partners are not buying GymTV based on an endemic context or alignment with fitness. We deliver valuable audiences that are hard to reach elsewhere. The GymTV audience is a massive group with diverse interests that go far beyond health and fitness. Some popular non-endemic advertiser categories include fashion, gaming, alcohol, travel, retail, and food/grocery delivery.
Why did you choose Vistar as a partner and what has been Vistar's most valuable contribution to your business?
Vistar is Zoom Media’s first programmatic partner, dating back to 2013. We realized quickly that they were onto something big, and they instantly became a valued partner and an integral extension of our business. In addition to opening new revenue opportunities, Vistar has helped shape our tech stack, offering insight and advice along the way to streamline and quicken the ad requesting/delivery process.
What Vistar software capabilities do you find most useful?
The Vistar user interface is one of the best in the market and has multiple useful tools. Their creative approval and inventory management tools make deal/campaign organization and management painless, and their inventory insights tool offers the transparency needed to maximize ad opportunities and fulfillment.