The launch of Life Fitness Media will provide its fitness and wellness minded users with specially crafted content whilst they use the cardio equipment.
With digital-out-of-home (DOOH) advertising commonly placed at the centre of media planning strategies, Life Fitness Media tests an alternative strategy.
The digital advertising content provides a new engagement opportunity for brands to leverage “prime real estate on Life Fitness’ premium cardio equipment tablet screens.”
The idea is that the venture will allow for the delivery of diverse and appealing content to consumers at a time when they may be less distracted.
The advertising will be rolled out via digital screens in the U.S. on more than 1,000 treadmills, ellipticals, bikes and climbers active on the Life Fitness Media platform. This number is estimated to grow weekly as the company engages more fitness facilities using its equipment.
Life Fitness is providing an innovative solution to reach new audiences in the digital out-of-home space”
Describing the new venture, Life Fitness says in a statement: “Whether advertising a fitness-relevant product like a sports drink or workout gear, or catering to non-fitness interests with ads for an airline, grocery store or the latest phone app, Life Fitness Media offers a solution to reach them at a point in their day when no one else does.”
As part of the pilot, Life Fitness has partnered with Vistar Media to offer inventory programmatically. The Vistar ad server enables Life Fitness to balance direct-sold and programmatic campaigns and the Vistar supply-side platform instantly connects the world’s largest source of digital demand for OOH to the inventory.
Commenting on the partnership, Eric Lamb, director of Publisher Solutions at Vistar Media says: “Life Fitness is providing an innovative solution to reach new audiences in the digital out-of-home space. Their equipment now doubles as a digital billboard to display advertising at multiple points throughout a workout experience. This makes anyone who enters the fitness facility an impression opportunity.”
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