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Overview


Zoom Media and Marketing is an advertising company that has taken traditional billboards and out-of-home advertising to the next level. It is evolving into an interactive company, targeting advertisers who are looking to engage consumers when they are most receptive to messages (Bachman, K. 2009). It began in Canada in 1991. They expanded to the United States in 1997 and rapidly found its way to large cities such as New York, Chicago, and Los Angeles. Zoom media started out by building their advertising company out of social networking in 2002. By 2003 they began working in the fitness industry. By 2008 Zoom teamed up with Clubcom and together they are now the largest provider of digital video entertainment. They now have 50,000+ billboards that are strategically being placed in 6,000+ venues (Zoom). Zoom’s strategy is to build out digital out-of-home systems in lifestyle venues. Dennis Roche, president of Zoom said “The combination of Clubcom and Zoom creates one of the world’s largest out-of-home digital platforms, and by far the leading digital media network in the fitness, bowling, family entertainment and nightlife industries” (Sales).










Reasons for using Zoom’s OOH

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By using Zoom’s out-of-home advertising, advertisers can increase awareness. They can make sure their advertisements are seen by the intended audience.
Within the Fitness Network Zoom has created an overhead music entertainment system. Each TV network is customized to entertain members while they work out. The TV network includes music, health and wellness information, communication from the club, and targeted appropriate advertising (Zoom). Default programming is available on personal viewing screens. This will benefit advertisers because they can choose the niche audience they intend to target. Advertising within the Fitness Network features ads customized for each gym and shown on multiple screens throughout the gym.
The Social Network places digital billboards where everyone in the bar can see it. These venues use it to communicate with customer about the menu, specials, and events. It also has suitable advertisements being displayed. This creates relevant and effective advertising. Each screen is uniquely addressable and has high definition video and flash animation. The advertisements are targeted by venue, geography, and day part (Zoom).
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Limitations



The biggest negative aspect of using Zoom’s OOH advertisements is that it is almost impossible to track the effectiveness. Businesses don't know exactly how many people are exposed to their advertisement. This can be a major drawback for some businesses that have become used to tracking every click on an advertisement or pop-up.

Costs of Zoom OOH Advertising



Zoom media and marketing placed a series of mini billboards inside half a dozen gyms, including a company called KnowFat. “Companies like KnowFat have a vision for their product and of wants to buy it. What we’re trying to do is offer up venues and signs that allow a company without a big budget to reach customers,” says Dennis Roche, Zoom Media’s president (Dahl, D. 2006). KnowFat pays Zoom Media about $2,000 a month for the billboards. The average monthly rates start at $400 per sign and vary depending on the number of venues and advertisements (Dahl, D. 2006).

Audience Qualities and Reach



Zoom has three advertising networks that each targets a different niche audience. The Fitness Network advertisements are targeting upscale, health and active adults in health clubs.4-6_Digital_04.jpg

Trendsetting and thought leading adults in bars and nightlife locations are being targeted in the Social Network advertisements, while influential parents with their kids in family fun centers are being targeted in the Active Family Network (Zoom).

According to an article published in BrandWeek, Zoom’s Fitness and Social networks reach more than 54.5 million people per month. The social network advertisements are reaching 20 million men each month, according to Nielsen’s Fourth Screen Report (Bachman, K. 2010). The digital strategy is to reach an active lifestyle audience across multiple venues. Zoom has also teamed up with Urban Active and Club One. These advertisements are reaching the Midwest and South in California (Sales).

Responsiveness of Audience



Zoom Media and Marketing has partnered with LocaModa, which is an interactive software program to bring interactive content into advertising (Bachman, K. 2009). This media generates awareness and interest throughout the many venues in the United States.

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Zoom also offers targeted media and marketing solutions in Canada, Puerto Rico, France, UK, Germany, Benelux, Spain, Switzerland, Austria, Japan and China.

Advertisers successfully using Zoom Media and Marketing and Scheduling Strategies



Zoom has run digital ad programs for more than 100 clients including:

(Bachman, K. 2010). The scheduling strategies will vary depending on the client. The indoor mini digital billboards can use a continuous schedule throughout the year within the variety of locations. The advertisements that appear on the billboards will change throughout the year.


Impact of Zoom OOH Advertising



Gary Jacobus, KnowFats chief marketing officer, explains that the mini billboard campaign has had a noticeable effect of business. “Our lines at dinnertime have definitely been longer,” he said (Dahl, D. 2006). Zoom also handled the promotion for the premier of HBOs series “Entourage.” HBO reported that 2.8 million viewers saw the episode, beating the previous year’s number by 60% (Greenberg, D. 2006). Zoom Media came together with competing companies to raise money and awareness about the disaster in Haiti. Zoom ran 15 second messages that encouraged the audience to donate to the cause. (dailydooh.com)


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Zoom Media Advertising for Haiti


Interesting Aspects


It is interesting that Zoom decided to create three different target networks. The Fitness Network, The Social Network, and The Active Family Network. By having three very different but specific target markets they have created a high reach. The people who visit the selected venues most likely visit them often so they have also accomplished a high frequency. Most advertisers focus on one or two target markets. Zoom created a whole new "out-of-the-box" strategy. Many advertisers may look to Zoom's marketing strategies in the future due to their success and effectiveness.

References




Bachman, K. (2009). Despite Market Doom, OOH Media Hut Zoom Expands. MediaWeek, 19(22), 31. Retrieved from Academic Search Complete database.

Bachman, K. (2009). Zoom, LocaModa Strike Interactive DOOH Deal. MediaWeek, 19(30), 6. Retrieved from Academic Search Complete database.

Bachman, K. (2010). The 10 most innovative and successful out-of-home media companies. Brandweek, 51(18), 30-32. Retrieved from Academic Search Complete database.

Dahl, D. (2006). WANT TO STAND OUT?. Inc, 28(12), 35-36. Retrieved from Academic Search Complete database.

Greenberg, D. (2006). The Hand That Feeds HBO. Forbes, 178(2), 62. Retrieved from Academic Search Complete database

Sales, r. F. (n.d.). Adweek: Advertising industry news and analysis. Adweek: Advertising industry news and analysis. Retrieved November 10, 2010, from http://www.adweek.com

Zoom Media. (n.d.). Zoom Media. Retrieved November 10, 2010, from http://www.zoommedia.com