Ubimo’s Latest Partnership Proves Gyms Are the Latest Programmatic Hotspot
Summary
As of today, advertisers on Zoom Media’s network—which boasts a decade-long footprint in gyms nationwide and has its devices in more than 3,000 locations—can plug into Polaris, Ubimo’s in-house demand side platform (DSP) and location intelligence platform to simplify the way they target audiences during their workouts. “In other words, Zoom Media is able to understand what audience each particular brand is attracting and, based on that, match the right audience with the right content.” Alternatively, he added, advertisers on Zoom’s roster—which include big names like Lexus, Hulu and Capitol One—can choose a designated market area (DMA) they want to reach, similar to the way linear television has been targeted in the past. “Ubimo’s location intelligence has given us an unparalleled view of the different audiences and allowed us to make better, more targeted business recommendations for our clients. Focusing on audiences instead of properties has helped us improve efficiency all the way from the prospect to proposal stage of the process,” said Thomas Link, executive vice president of Zoom Media. This is the latest way advertisers are trying to tap into a health-conscious audience that might shirk a leisurely afternoon binging ad-filled television programs.
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