Val Morgan Outdoor continues to expand its fitness partnerships, announcing it will take over the media representation within Jetts Fitness, as well as a suite of screens in independent gyms.
The announcement adds 260 new sites to the VMO Active network, which now extends to all major fitness chains in Australia.
With the latest expansion, VMO now has 1,000 clubs and 4,000 screens in its network. Its screens now reach over 1.35 million members of venues including Fitness First, Goodlife, Anytime Fitness, Fernwood, Belgravia Leisure Centres, City Fitness and select Club Lime clubs, and now Jetts Fitness.
Hoyts group chief commercial officer Anthony Deeble said this partnership is the final piece in the puzzle for the VMO Active network.
“Whilst growth stories seem few and far between in 2020, VMO remain committed to continually strengthening our network of attention destinations to connect advertisers to a positive, action-oriented audience via a network with scale,” he said.
“VMO has led the charge in the health club space and this final piece of the puzzle extends our VMO Active network to all major fitness chains in Australia.
“This acquisition allows us to broaden the existing opportunity for advertisers to deliver contextually relevant content to high value, hard to reach audiences found within the premium health and wellbeing category.”
The announcement follows VMO’s launch of audience planning tool Dart R&F, making it the only outdoor screen provider that can measure audiences hourly at a screen level.
VMO managing director Paul Butler said audiences at fitness clubs are highly engaged, and VMO Active delivers a great opportunity for brands.
“Now more than ever, people are seeking a sense of normality and for many, returning to their health and fitness clubs is right up there on the list.
“With an average visitation time of 70 minutes and audiences being highly engaged, in a positive and energetic mindset, VMO Active delivers the best opportunity for brands to capture consumers attention within this key environment.”
“Jetts is the final piece for VMO Active and with it, we now have the ultimate network to deliver audiences on a mass scale that is second to none in this space.”