Mobility ad network delivers advertising for fitness and health brands across smartphones, tablets and wearables
FitAd today announced its launch of the first-ever mobile and wearable advertising platform for fitness and health oriented brands and publishers. FitAd delivers targeted ads via a network extending to approximately 50 million monthly app and mobile site users.
Recent research shows that fitness app usage is growing 87 percent faster than the overall app market. 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.
Various studies show that wearable gear and apps create greater engagement with fitness and health activities. FitAd matches brands with active audiences – who are passionate about health, fitness and outdoor recreation – through the mobile apps and sites they use every day.
As we grow HOKA ONE ONE currently the fastest growing premium running shoe brand in the world, we are looking for unique ways to help tell our story and sell product,” said Mark Mastalir, vice president of marketing HOKA ONE ONE. “FitAd provides access to the audience we want to reach as they engage in ever-increasing usage of mobile and wearable devices.”
Founded by advertising industry veteran Mort Greenberg, FitAd’s advisory committee includes a variety of executives with proven track records in health, fitness and mobile, including: Dorothy Gemmell, president of Havas Life New York; Tony Blauer, founder & CEO of Blauer Tactical; Tim Horan, COO of TouchCare; and Ron Braunfeld, a leader in the location mobile space and former head of business development for PayPal Media Network.
It is not often you find a company like FitAd that has been created to meet the marketing needs of fitness, lifestyle and healthcare marketers,” said Dorothy Gemmell, president of Havas Life New York. “By making it easy to activate advertising to the right audiences, behaviors and context, brands gain an advantage.”
Via programmatic advertising and direct seller channels, FitAd maximizes advertising revenue for publishers in the fitness and health vertical. FitAd’s PrecisionTap™ platform offers publishers three ways to participate in its network: installation of the FitAd software developer kit (SDK), inclusion in the FitAd private marketplace, or access to unique seasonal and event driven sponsorship opportunities.
We’re creating the ad market for mobile’s next tidal wave – health, fitness and wearable technology,” said Greenberg. “FitAd capitalizes on what we call ‘Moments.’ Moments mark the start, completion or achievement of an important milestone within a fitness and health app or website. At these Moments, it is appropriate to match advertising to the Moment so that brands can acknowledge, recognize, reward or challenge users. Examples of Moments include: beginning a run, descending a mountain, driving for your longest golf shot, beating your best 5k time, or simply making a healthy food or lifestyle choice that is being captured via an app or website.”
FitAd’s debut marks Greenberg’s sixth involvement in an ad network launch. Previous launch participation includes Ask Jeeves; Metacafe; NBC Local Media; Nokia Advertising; and, most recently, PROXi Digital, iHeartMedia’s digital affiliate network.
FitAd matches advertisers with active audiences by connecting brands with people who are passionate about health, fitness and outdoor recreation through the mobile apps & sites they use every day. With a private marketplace for fitness and health, and direct publisher relationships FitAd has access to 50 million monthly uniques and 1 billion screen views that can be micro targeted. Leveraging best in Class technology the FitAd ad-serving and supply side platform, PrecisionTap™ delivers scale, trust, and control for brands and improved revenue opportunities for publishers.
Follow the company at @FitAdGO.