Expanding Reach: Planet Fitness Connects Advertisers with Its Extensive Membership Base
Krissy Vann | Host, All Things Fitness and Wellness
Planet Fitness has introduced the PF Media Network—an advertising solution with the aim of bridging advertisers and the extensive community of Planet Fitness members. Sherrill Kaplan, Chief Digital Officer at Planet Fitness, expressed the organization's enthusiasm for evolving their advertising strategies to offer agencies, media buyers, and brands a unique opportunity to engage with their vast membership base. "Our member base represents a cross-section of the U.S. population across 2,400 clubs, skewing towards Gen Z and Millennials, which our advertising partners are eager to serve in dynamic and efficient ways," noted Kaplan.
The PF Media Network encompasses three distinct channels:
In-Club Media: This channel enables advertisers to engage with active members through strategically placed TVs within the gym, including the exclusive PF Black Card® Spa and locker rooms.
Digital Audiences: By partnering with LiveRamp, a prominent data collaboration platform, Planet Fitness offers digital audience targeting. This empowers advertisers to directly reach out to members across various digital platforms, encompassing connected television (CTV), programmatic advertising, and social media. Jessica Shapiro, Chief Marketing Officer at LiveRamp, emphasized the significance of this collaboration, stating, "LiveRamp's growing collaboration with Planet Fitness underscores the exponential value of data in powering the network effect of partnerships."
Affiliate Campaigns: Within the PF Media Network, affiliate campaigns complement in-club and digital advertising opportunities. These campaigns seamlessly integrate into the Planet Fitness app and email system, providing advertisers with high-visibility placements aimed at driving conversions effectively.
This initiative provides advertisers with access to a wide-ranging and diverse membership base while also harnessing advanced technology to amplify engagement. As the fitness industry undergoes ongoing transformations, the PF Media Network positions itself as a valuable resource for advertisers aiming to establish meaningful connections with health-conscious consumers, benefiting from insights shared by industry leaders.
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