Nexxen expands household reach for Anytime Fitness through unified video strategy
Partner content – Nexxen, the advertising technology platform powered by unique data and media, announced today the results of a cross-screen campaign for Anytime Fitness and its media agency, Involved Media. The campaign demonstrates how a unified approach to total video can help brands maximise brand visibility and reach while better understanding campaign performance across linear TV and streaming.
Australia’s fitness industry currently supports more than 7,300 registered gym and fitness facilities, serving roughly 15% of the population through active memberships. As Australians continue to split their viewing across linear TV and streaming, however, fitness brands – including Anytime Fitness – face increasing pressure to reach highly targeted audiences, while accurately measuring campaign performance.
By leveraging Nexxen’s proprietary insights tool, Nexxen Discovery, Anytime Fitness gained deeper insights into behaviours, interests and viewing habits of health and fitness audiences. These insights informed audience activation across broadcast video-on-demand (“BVOD”), Free Ad-Supported Streaming TV (“FAST”) and online video (“OLV”), enabling the campaign to reach and retarget relevant viewers, including those who had previously engaged with the brand through its creative or website.
Nexxen also utilised its unique automatic content recognition (“ACR”) data to identify and activate viewers of sports, health, fitness and lifestyle content in BVOD, enabling Anytime Fitness to align messaging with actual TV viewing behaviour.
As a result, the campaign achieved:
- • 1.37M total deduplicated household reach
- • 2.13M total user reach
- • 962.5K incremental streaming household reach
“Today’s consumers are engaging with media across more platforms than ever before, making it increasingly challenging for fitness and wellness brands to build broad awareness while ensuring every advertising dollar works harder,” says Billie Hutchison (left), Marketing Lead at Anytime Fitness Australia. “By combining Involved Media’s strategic approach with Nexxen’s audience intelligence and cross-screen measurement capabilities, we gained a much clearer view of our campaign’s true reach and the incremental value streaming delivered.”
“Our objective was to build a true Total Video brand campaign that reflected how Australians actually consume media today,” says Saffron Carter (centre), Strategy Director, Involved Media Australia. “Rather than planning linear TV and streaming in isolation, we used Nexxen’s audience intelligence and cross-screen measurement to understand where incremental audiences existed and how to reach them efficiently. The results showed the value of measuring a Total Video campaign across linear and streaming together. Importantly, the results demonstrated the incremental reach effectiveness of a multi-screen strategy designed to target audiences with known diverse viewing behaviours.”
“The biggest opportunity for advertisers today isn’t simply investing in more channels, it’s understanding how those channels work together,” says Rebecca Taylor (right), Sales Director, Nexxen. “As viewing behaviour continues to fragment across broadcast and streaming environments, marketers and advertisers need a unified approach to audience intelligence, activation and measurement. This campaign demonstrates how Total Video enables brands to maximise incremental reach, reduce duplication and make smarter planning and investment decisions based on a complete picture of campaign performance.”
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel.