In today's fast-paced media landscape, the challenge for brands is not just about reaching audiences, but understanding their complex viewing behaviors. This is especially true for the fitness industry, which is navigating the evolving preferences of consumers who split their time between linear TV and streaming platforms.
Enter Nexxen, an advertising technology platform, and its recent collaboration with Anytime Fitness and Involved Media. Their campaign showcases an innovative approach to unified video strategy, aiming to maximize brand visibility and provide a clearer understanding of campaign performance across various platforms.
The Australian fitness industry, a vibrant sector supporting over 7,300 registered facilities, faces the task of engaging with a population where roughly 15% are active members. With viewers' attention fragmented across different screens, fitness brands must adapt their strategies to ensure effective targeting and measurement.
Nexxen's proprietary tool, Nexxen Discovery, played a pivotal role in this campaign. By providing deeper insights into the behaviors, interests, and viewing habits of health and fitness enthusiasts, the platform enabled Anytime Fitness to activate its audience across multiple video platforms, including BVOD, FAST, and OLV.
One of the key strategies was the utilization of Nexxen's ACR data to identify and target viewers of sports, health, and fitness content in BVOD. This allowed Anytime Fitness to align its messaging with the actual TV viewing behavior of its target audience, a powerful approach to ensure relevance and impact.
The results speak for themselves. The campaign achieved an impressive 37 million total deduplicated household reach, with 13 million total user reach and an additional 5,000 incremental streaming household reach. These numbers highlight the success of a unified video strategy in reaching a diverse and engaged audience.
Billie Hutchison, Marketing Lead at Anytime Fitness Australia, emphasizes the challenge of building brand awareness in today's media landscape. By combining Involved Media's strategic expertise with Nexxen's audience intelligence and cross-screen measurement capabilities, the campaign gained a comprehensive view of its reach and the value of streaming.
Saffron Carter, Strategy Director at Involved Media Australia, highlights the campaign's objective to reflect the media consumption habits of Australians today. By understanding where incremental audiences existed and how to reach them efficiently, the campaign demonstrated the effectiveness of a multi-screen strategy in targeting diverse viewing behaviors.
Rebecca Taylor, Sales Director at Nexxen, underscores the importance of a unified approach for advertisers. As viewing behavior continues to fragment, marketers need tools that provide a complete picture of campaign performance across various platforms. Total Video, as demonstrated by this campaign, enables brands to maximize reach, reduce duplication, and make informed planning and investment decisions.
This campaign serves as a powerful reminder of the evolving nature of media consumption and the need for innovative strategies. By embracing a unified video approach, brands like Anytime Fitness can navigate the complexities of the modern media landscape and effectively engage with their target audiences.
