Ever wondered what keeps marketers awake at night? To be fair, I don’t really give a toss but apparently this is the sort of question we need to be answering to boost our readership and make the site “sticky”.
The rise of AI? Nope, they’ve already cracked that they claim. Martech hell? That’s too complicated. Data quality? Come on, be serious. Where their agency is taking them for lunch? That’s soooooo Eighties.
No, apparently they all want to know is how to target Generation Z; those feckless young people who haven’t got any money…
Still, help is at hand from a new study by Zoom Media, which “presents a compelling case for brands to rethink their media mix and meet Gen Z where they’re most focused, motivated, and present”, it says here.
At home? At work? Down the boozer? You lot are so out of touch. Why, it is down at the gym of course!
Now, to be fair, the last time I did any form of exercise was at school – they called it PE at the time – but “gym bunnies” in the 14-28 age group are now known as “Gym Z” and are very receptive to brands that advertise in the gym.
In fact, more than two-thirds (68%) feel more positive towards brands they encounter while in the gym – 3 times higher than non-Gym Z audiences – and 69% say they are more likely to recommend brands that advertise in the gym compared to those promoted elsewhere.
The majority of Gym Z also display greater levels of loyalty, 86% are loyal to their favourite brands compared to 59% of non-Gym Z.
Zoom Media managing director David Wellard gushed: “The Gym Z audience is incredibly motivated and loyal, and they’re looking for content in the gym that aligns with their values and priorities.
“The opportunity is there, and the audience is receptive, but to unlock the potential of Gym Z, the content needs to be relevant and visible, whether via digital signage or on digital screens. For advertisers, in-gym advertising presents an unmatched opportunity to engage with Gym Z consumers in a setting that they trust, and this applies to the gym operators too.”
Fat lot of good that will do you if you work for Ferrero, Mondelez, Unilever, Kellogg’s, Nestlé, Mars, PepsiCo, Coca-Cola and Kraft Heinz though… Just saying.
Foxy has ditched X but is still on Instagram, just don’t get too excited as she’s never there
