Anticipating a boom in wearables after the introduction of the Apple Watch, digital advertising agencies are rushing to create ads and marketing messages for the nascent industry.
“It’s not traditional advertising, it will focus on alerts and notifications that will be branded,” said Mort Greenberg, chief executive of New York-based FitAd. “If the consumer is not automatically and instantly seeing value from the brand, it will negatively affect the usage of that app.”
Advertisers benefit from niche ad networks because they help them reach a more targeted and informed audience, even though the overall impressions may be lower. Publishers on the other hand, typically witness higher click through on the ads, which translates to higher revenue.
Here are a few niche ad health and fitness ad networks that may be worth trying out if you publish fitness-related content.
La new-yorkaise FitAd, avec son slogan « publicité active et mobile », est bâtie pour les adeptes du sport fitness et de la santé dans une logique BtoB : une plateforme ouvrant aux annonceurs de ces secteurs l’inventaire d’éditeurs et développeurs touchant à ce jour 50 millions d’utilisateurs d’applications et de sites mobiles par mois.
“Think of FitAd as data light,” Greenberg told MobiHealthNews in an interview. “We are not looking to compile anything. We are not storing any data. We’re more interested in real-time. Opening up [a fitness or health] app sends a low tech signal that you are starting an activity. Based on which app it is, we know what you are going to do. If you just started up a running app, you are starting a run. If you are in a health app, you’re probably looking to track something.”
Greenberg said there are other moments that are good opportunities for brands to reach health app users. When an app user achieves a personal best time or completes their weekly or monthly goal, the congratulations message in the app could be from a sponsor. Those kinds of ads don’t require FitAd or a brand to collect data on the end user.
“If we ever ran an ad while you were already on a run, you would stop that app, uninstall it and never want to use it again,” Greenberg said. “We are trying to do two things: Be very mindful of the user experience and not to ruin that. And, two, we are trying to capture as little data as possible by being intelligent about the breaks, the starts, the stops that happen when you use an app.”
Convincing app developers that these kinds of ads won’t ruin the user experience will be key to FitAd’s success, as will its ability to work with brands to craft ads that work while not driving app users away. FitAd already counts a few brands as customers.
It looks like one of the biggest trends in the next couple of years may be a huge growth in the usage of mobile devices and wearables for fitness & health.
Hoping to capitalize on that growth, New York startup FitAd has launched a mobile ad platform that promises to deliver a “curated audience” to brands, and maximized ad revenues to specialty publishers.
FitAd is a “mobility ad network” that is targeted at publishers and brands interested in the fitness and health industry.
What’s the future of fitness? More apps, of course. And wearables.
Now FitAd has launched the first-ever mobile and wearable advertising platform for fitness and health brands and publishers. The FitAd platform can deliver targeted ads via a network serving about 50 million monthly app users and mobile site visitors.
“Recent research shows that fitness app usage is growing 87 percent faster than the overall app market,” say the visionaries behind the platform. “Almost one-third of U.S. smartphone owners, which is about 46 million unique people, used apps from the fitness and health category in January 2014, according to a report from Nielsen’s Mobile NetView 3.0 software. Those 46 million users accessed the apps on average 16 times per month and engaged with the apps over periods averaging approximately one hour per engagement.”
A new wearables ad network initiative enables brands to deliver targeted ads to consumers' wrists.
There’s no denying that "wearables" has become a buzzword in the digital marketing space. And now, the technology is so popular that marketers can even run programmatic ads on wearable devices with a new ad network.
FitAd, a mobile and wearables ad network, has started serving targeted ads on wearable gear and apps in an effort to engage with consumers who are passionate about health, fitness, and outdoor recreation.
For example, FitAd's wearables ad platform allows Amtrak's Acela Express train service to run banner ads via Golfshot, a golf GPS app, onto Golfshot users' Sony or Samsung watches. Similarly, the platform is also working with HOKA ONE ONE, a running shoe brand, to deliver targeted ads via running app RockMyRun on consumers' wearable devices.
"Success in digital health and fitness is all about authenticity," says Adam Riggs-Zeigen, founder and chief executive (CEO) of RockMyRun. "With the FitAd platform we can offer an ad-supported model with relevant advertisements for active people."
FitAd has unveiled a new mobile and wearable advertising platform. The platform is now available for fitness and health publishers and brands. FitAd is a mobility ad network that offers advertising for health and fitness brands for tablets, smartphones and wearables. The company has target ad offerings which reach nearly 50 million monthly mobile site and app users.