Through its wide-reaching network of HD digital screens in the UK’s top gym chains, the company aims to give smaller businesses the chance to access valuable advertising space that is often dominated by larger players. In an increasingly competitive and economically tough environment, Zoom Media UK recognises the challenges smaller brands face when trying to carve out space in the market.

According to Zoom’s research, 67% of small businesses are priced out of digital Out of Home (OOH) media, missing crucial opportunities to connect with potential customers. Aware of these obstacles, Zoom Media UK has launched a mission to prove that even on a modest budget, small businesses can create a big impact. By offering access to digital OOH media without the typical high costs, it aims to level the playing field for SMEs that might otherwise be excluded.

The "Small Business Boost" campaign will offer a lifeline to emerging businesses by giving them a chance to utilise Zoom Media’s dynamic digital screens in gyms and health clubs across the UK. The first 20 businesses with an annual turnover under £2million will see their media spend doubled, providing a significant boost to their advertising efforts. In total, £250,000 worth of media will be available, and in addition, businesses that book a campaign worth £1,000 will be entered into a competition to win an extra £10,000 of media spend.

Zoom Media wants to challenge the notion that dynamic OOH advertising is reserved for major brands targeting iconic spots like Piccadilly Circus. Recent results from an energy drink campaign, displayed across 12 UK gym locations, revealed a 62% recall rate and a 27% increase in sales – proof of the potential that gym advertising holds for businesses of all sizes. By offering this opportunity, Zoom Media UK aims to demonstrate how SMEs can achieve powerful results without the need for a sky-high budget.

Ferne Langford, Partnership Group Director at Zoom Media said: “The audience in gyms has such a wide range of interests beyond just health and fitness. The gym is a prime space for a variety of brands to reach their consumer, but many smaller brands can be priced out of the market. 

“We understand that any ad spend needs to provide a return, particularly if you’re working with a smaller budget, there’s no room for wastage. We want to encourage small businesses to review their marketing mix and test a campaign across our DOOH solutions. We know our campaigns deliver impactful results, we consistently see high recall rates of over 60% in post campaign analysis. To demonstrate our commitment to SME’s, our Small Business Boost campaign will provide the extra support needed to help new businesses enter the space and see the benefits.”