June 2010 Newsletter
Advertisers & Agencies Media Sellers
Jump to: Feature Story • Product Spotlight • Creative Corner • DO in the News • Tip of the Month • DOblog
Feature Story
Have You Checked Out DOfind Yet?
Take a Quick Tour »
As you may have heard, DOmedia recently unveiled DOfind, the enhanced version of our subscription tool, making it easier than ever to find alternative, traditional & digital out-of-home media. Take a quick tour to discover what you've been missing!
Product Spotlight
Health Club Media
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Looking to reach the health-minded, mobile, affluent demographic? Whether your message pertains to college students, seniors, mothers or business people, health club media provides many effective touch points for your target consumer.
Numerous advertising opportunities exist at fitness clubs, including digital displays, indoor panel posters, yoga mats, sampling/giveaways, sponsored music, backlit displays, branded weights and floor mats—just to name a few. An advertiser can utilize the various media types to target consumers in the classroom/studio, locker room, restroom, cardio room, weight room, lounge or reception area.
Benefits of the Medium
Health club media tends to reach a more active, affluent demographic. Recent trends have moved the age of the demographic from younger to more moderate. For example, people in their 40’s and 50’s are seeing the benefits of fitness clubs, plus many gyms have begun implementing programs for active seniors. In fact, according to American Demographics, over 17% of gym-goers are aged 55 and over. However, it’s still very effective in reaching the 18-49 age group as well.
Advertisers can engage specific groups of consumers with health club media because of the many different ways a message can be delivered using the medium. However, with a full club campaign, targeting additional demographic segments simultaneously is also easy.
Another benefit of health club media is the association of your product with a healthy lifestyle. By including fitness centers in a campaign, the advertiser connects with people who take care of themselves and want healthy products.
How It is Used.jpg)
To target different demographic and lifestyle segments with health club media, advertisers can use location, health club type, program and time of day.
Geographic location is one way to reach a specific demographic segment. Look not only at the demographic make-up of that particular area of the market, but at the surrounding areas as well. Check to see if the club is located in a heavy office area (white collar workers), school/college area (college students or mothers) or affluent neighborhood.
If targeting by behavior or lifestyle segment, the type of fitness center can make a big difference. For example, gender-specific clubs and family fitness centers are going to have quite different consumers. Incorporating specific health club types into a media plan is a great way to target specific lifestyle segments.
Targeting by program can be a great way to get your media in front of the senior, college students, mothers-to-be and business people demographics. For example, express workouts, yoga/Pilates and personal training sessions draw different types of consumers, making niche targeting simple.
Reach consumers during different times of the day using specific media products that allow for daypart scheduling. For instance, the younger demographic typically works out later in the day, while seniors work out in the morning. Many digital networks allow this type of scheduling. Other options might include providing the front desk with coupons to be given out at a certain time or scheduling a promotion to hand out samples to specific groups at specific times.
How It is Measured
Currently, there aren’t any real standard guidelines for measuring a health club media ad campaign. Club membership and traffic numbers can be used. Also, an advertiser could incorporate sampling, couponing, etc. Health club media can also be measured if it directs the consumer to a particular website. In addition, the Out-of-Home Digital Video Display Study conducted by Arbitron broke out health club statistics, and Nielsen is monitoring ongoing audience measurement for some of the health club network providers for both digital and static displays.
Markets Available
You can find health club media in any market in the U.S. If you aren’t aware of any companies covering a health club type or location, you could contact one of the many companies on DOmedia that provide health club advertising (see below).
New Technology
Digital screens are prevalent in health clubs. Some networks are operated by satellite feed, while sponsored music can be piped into locker rooms and workout studios. Some other innovative technology can be seen around the club, such as water-activated shower floor mats.
Who Provide the Products
(Our list of media providers is constantly growing so check back frequently for more companies.)
Download the full report as a PDF »
Sources:
USA Today, "Marketer's flex muscle at gyms," Laura Petrecca, July 16, 2007
American Demographics, "Locker Room Advertising," Pamela Paul, December 1, 2002
American Council for Exercise, 2007
MediaLife, "Your Client Strutting at the Health Club," Kathy Prentice, November 19, 2007
Creative Corner
Central Park Vitality
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Central Park in New York City might be one of the country’s most well-known parks. It’s prominent, but not overbearing—the perfect complement to its large host city. And although it’s practically been around since New York City’s inception, few people really know the history behind it.
New York Parks and Recreation along with New York's Central Park Tourism felt the exact same way. So they took action by joining forces with Agency Magma to create one of the most imaginative alternative media campaigns to ever hit Central Park. Known as The World Park, the campaign took place on Arbor Day weekend, April 30th – May 1st.
So how did it work? Over 50 “parkodes” (or zones) were created throughout the park by Agency Magma as the greenest and least impacting way to interact visitors. Each parkode was anchored with a digitized tree that sent signals to the mobile phones of passersby. The QR-Coding on these devices—which is really the coding responsible for quick responses on camera phones—then enabled visitors to engage in four categories of information, including pop culture, science and geology, art and music, and history based on the specific parkode. A picture, video, painting, or trivia listing would appear on your phone.
Visiting the park that weekend with phone in hand, you might have seen what the empty amphitheater looks and sounds like with a packed house. Or you could have strolled with Carrie Bradshaw from “Sex and the City” next to the pond featured in the TV show. More of a trivia person? The question—which animal has been absent from the park for over 30 years?—would have probably stumped you (the answer, for those of you curious at heart, is the rabbit). More of a history buff? You could have held your phone in front of one of the bridges to see what it looked like decades before. Talk about a walking museum!
The “interactive board game” of Central Park was more than a hit, thanks to street teams handeding out How-To brochures (not to mention the 10 months of planning and execution by Agency Magma). "Visitors with smartphones loved the richness of the content, specifically scrolling through views from the 1800s, seeing the Central Park skyline from 1890, streaming videos from famous movies, and quirky park history that they never knew about Central Park," says Michael Ferrare, founder and creative director at Magma.
A similar event could be following, though Ferrare declined to say where and when. So keep your eyes and ears peeled (and your phones at the ready). You never know where the next virtual museum might just pop up!
Click here to watch the campaign video »
DO in the News
The Word is Out!
...and People Are Starting to Notice
As many of you know, DOmedia was happy to announce DOfind earlier this month, the enhanced version of our subscription service connecting agencies and advertisers with our database of over 200,000 media properties. And lucky for us, it appears the industry has taken notice! So thank you to everyone who covered the story. And for those of you who have no idea what we’re talking about and want to see what all the fuss is about, check out some of the stories below.
• MediaPost Digital Outsider - DOfind Help Agencies Find Networks
• MediaBuyerPlanner - DOfind Helps Buyers Connect with Outdoor Media Properties
• Digital Signage Today - DOmedia releases new online subscription-based ad tool
• DailyDOOH - DOmedia's New Version DOfind
• Digital Signage Universe - DOmedia Debuts DOfind - Helps Advertisers and Agencies Connect Efficiently with Media Providers
Tip of the Month
There's Always Room for One More...
Invite a Media Provider to DOmedia
Have you come to DOmedia in search of out-of-home media options, performed a search, and then found yourself wondering where “that one company” is? You know, the one you worked with that one time… on that one campaign?
If you know a company you think should be included in our database, all you have to do is click invite a media provider to DOmedia on the search results page. Once you submit your request, DOmedia will notify the company and begin working with them right away to get all of their media properties into the system. So the next time you’re looking for “that one company,” you’ll know just where to find them. After all, there’s always room for one more!
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Are You in the Know?
Check Out the DOblog!
Welcome to the DOmedia blog. Chronicled here are our adventures, thoughts on OOH media and interesting tidbits about what's going on in the industry. Enjoy!