In our new interview series, Media Owner of the Month, we will be featuring a different network operator and showcasing the unique digital out-of-home inventory they have to offer. This month, we spoke with Tom Link, Senior Executive Vice President Sales & Marketing, at ZOOM Media. Below is our Q&A with Tom, in which we got to know a little bit more about ZOOM Media and what makes them a standout network.
Could you describe your business – the types of screens in your inventory, where you can find ZOOM screens, regions in which you operate, etc. – and what your network offers brands?
"ZOOM Media reaches more than 26 million health club members in 191 DMAs through our health club-based video network. The Generation Active Network is the primary entertainment, custom content and information channel in 3,600+ health clubs across the U.S. Our overhead screens are strategically placed in high-traffic areas to actively engage health club members and get maximum exposure and dwell time for brand partners."
Where do you see the digital out-of-home industry moving in the next 12 months?
"We think media owners in the industry are moving toward closer collaboration in order to develop best practices that address online digital pain points. We see DOOH as a solution for digital buyers who struggle with issues of transparency, brand safety and fraud. In the next year, there will be more transparency, programmatic availability for DOOH inventory and better measurement. Finally creating better and more engaging content will be a must for all of DOOH."
What has been Vistar’s most valuable contribution to your business?
"For starters, increased exposure and accessibility to our video inventory has led to incremental revenue for ZOOM. Vistar’s most valuable contribution to our business has been technical collaboration. It’s a true partnership. From the beginning, they made it clear that their team wants to assist in any way possible, help ZOOM advance its technology and make targeting, booking and buying inventory as seamless as possible for end users. They are quick to advise if they feel we should address or change backend technology, and they are receptive to our suggestions on dashboard additions or changes to ensure we are providing the best experience for our health club partners and members."
What Vistar software capabilities do you find most useful?
"Vistar’s software capabilities are very robust. The ease of reporting allows us to have up-to-date info on campaigns in seconds. It allows us to adjust quickly, optimize and ensure that we are always delivering on client KPIs. The inventory mapping tool has been invaluable to our strategy team allowing us to find POIs around our health clubs and turning around that info to clients in minutes. Lastly, the availability of [Vistar's curated] audiences allows ZOOM to narrow down the field and really key in on the lower end of the funnel."
What is the one thing that you wish more digital buyers knew about out-of-home?
"Place-based media owners like ZOOM can target specific audiences and provide better engagement than online publishers and we have the numbers to prove it."