Zoom Media & VIOOH partner to offer GymTV ads programmatically
Zoom Media has announced a partnership with VIOOH to expand programmatic access to GymTV's video network throughout North America.
The collaboration will allow advertisers to access GymTV's in-gym video screens via VIOOH's supply-side platform (SSP), with campaigns running across both the United States and Canada. The move is expected to provide greater flexibility for advertisers seeking to reach individuals during their gym visits, a time when individuals are identified as particularly attentive and receptive to messaging.
Expanded access
Brands and agencies can now activate campaigns on GymTV through a range of demand-side platforms (DSPs) thanks to the integration with VIOOH's marketplace. GymTV's network is present in thousands of high-profile fitness centres, including industry names such as LA Fitness, 24 Hour Fitness, GoodLife Fitness, and Gold's Gym. The network reportedly records over 100 million workouts each month, and its audience is noted for having an average dwell time of 80 minutes per session.
Chris Corvetti, Senior Vice President, Sales & Marketing, North America at Zoom Media, described the environment as unique for advertisers looking to connect with consumers in a health-focused setting.
"This is premium video in a premium environment. Our gym audience reflects the rising importance of health and movement, fitness is no longer a trend; it's a way of life. With record-high traffic, extended dwell times, and members in a positive mindset, our viewers are uniquely receptive to both content and brand messaging. This partnership with VIOOH helps us unlock even greater visibility for advertisers looking to reach this high-value audience."
Programmatic opportunity
VIOOH, headquartered in London, provides a platform that connects media owners with buyers globally for digital out-of-home (DOOH) advertising. Through the VIOOH SSP, buyers gain an additional channel for planning and executing campaigns across GymTV venues, with options to target by region, time slot, or demographic segment. According to VIOOH, the partnership enhances its footprint in the North American market, particularly in the health and fitness industry.
Gavin Wilson, Global Chief Commercial Officer at VIOOH, said the partnership represents a significant expansion for the company's global inventory and capabilities.
"We're proud to welcome Zoom Media and GymTV to the VIOOH platform. This partnership brings a powerful new North America inventory source to both our domestic and international buyers, giving them the ability to engage with active lifestyle audiences in high-quality venues through the flexibility of programmatic digital out-of-home advertising."
Advertiser potential
The GymTV platform is designed to feature wellness and lifestyle content, providing a brand-safe environment for advertisements across various sectors, including retail, automotive, finance, technology, travel, consumer packaged goods, food, and beverage, among others. Both Zoom Media and VIOOH emphasise the value of reaching fitness-focused audiences, who are recognised as active cultural influencers.
VIOOH's supply-side platform is currently active in 34 international markets, facilitating programmatic trading with over 50 demand-side partners. The company said the GymTV partnership strengthens its mission to provide buyers with access to high-quality DOOH inventory across a growing range of venues.
GymTV operates across over 13,000 health clubs in the United States, Canada, and the United Kingdom, delivering curated content including entertainment, music, fitness advice, and lifestyle programming. The network is viewed on more than 100,000 screens, aiming to engage viewers when they are in a positive and focused mindset for both content and advertising.
