Transcript Zoom Media - Derbi® USA

Zoom Media
Zoom Media 2003
Company :
Zoom Media
 Full service media and event marketing firm
 Specialized in reaching niches
within the 18-49 demo
 Expertise in targeting psychographic segments
 Established leader in indoor advertising
 Consistent industry innovator
 Local, national, and global reach
New York | Chicago | Los Angeles
Puerto Rico | Canada | France
Zoom Media 2003
Zoom Mission :
Reaching the Consumer
Provide advertisers with highly targeted media and event
marketing solutions to reach the valuable niches within the
18-49 year old population

Uncluttered environment

Extended exposure to advertising messages

Social and image conscious locations

Varied communications vehicles
Zoom Media 2003
Zoom’s Reach :
Products & Services
How does Zoom reach consumers ?
 While they are socially and
physically active
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
Social Network
Fitness Network
 Through multiple touchpoints
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MEDIA
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CLASSIC
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BACKLIT
EXPERIENTIAL
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Events and Promotions

Guerilla Media
Zoom Media 2003
The Evolving 18-34s : Changing Media
Habits
Bombarded by advertising
 Consuming multiple media at the same time
 Receiving more and more advertising messages each day
 Skipping ads where possible
Demo composition and behavior is changing
 More diverse – minority groups are growing
 More socially and economically mobile
 Congregating by their passions
18-34
18-34
frequenting
restaurants/bars
Average Personal Income :
$30,164
$32,660
Average HHI :
$60,227
$66,935
109
123
Zoom’s Audience –
A distinguished group
I am a spender
rather than a saver - Index :
*2002 MRI Spring, Base total Adult 18+
Zoom Media 2003
Zoom Social Network : Markets &
Coverage
Social Network
 Venues in top 36, 18-34 DMA markets
 Variety of social destinations: bars, clubs, lounges,
restaurants
 Over 2,000 venues, 13,000 facings
 Events anywhere the target is
 Reaching the target while they play
 Providing a relevant conduit to their lifestyle
Zoom Media 2003
Zoom Social Network : Targeting
Possibilities
Example Targets
African-Americans
Reach only who you need to reach
 The environment and clientele of every location in
the Social Network is catalogued in our proprietary
Venue Profile Database
 Advertisers use this information to reach the
Hispanics
Gay Males or Females
Early Adopters
Social Elite
demographic and psychographic segment that
fits their target
Sports Fans
College Students
Zoom Media 2003
Zoom Social Network:
Targeting Examples
How it works
Zoom creates a custom network for each advertiser based
on the unique targeted consumer
 Includes only the locations that will deliver the target
 For example
 Demographics
 Age, sex, race, gender
 Geography
 Street, neighborhood, zip code
 Venues that do/don’t sell my product
 Psychographics
 Early adopters, trendsetters, white collar,
partiers, connecters, etc.
Zoom Media 2003
Zoom Social Network:
Targeting Examples
College
 Spend about $150 billion per year*
 68% say they want to hear about products and
services via word of mouth*
 Say that going out to clubs is “in”*
 52% of college students go to restaurants/bars
at least once a month**
 Creating brand loyalties that last a lifetime
 Spend an average of $467 per year on clothes**
Zoom’s College Network
 Close to campus
 Drink an average of 11 glasses of beer
per week**
 Majority student patronage
 Purchase an average of 10 CDs per year**
 Largest college markets
* Student Monitor
** 2002 MRI Spring, Total 18+
Zoom Media 2003
The New 18-49s :
Fitness Phenomenon
40
 “Working out” in private gyms is a growing
trend
35
30
25
20
 Almost 35 million people belong to a gym
15
10
 They choose from well over 17,000 locations
5
20
01
19
95
19
97
19
99
19
89
19
91
19
93
19
87
0
Members (MM)
Club #s (M)
 Gym members make a very upscale advertising
10.7%
audience
 Over 64% of members have a HHI of $50,000+
41.7%
24.8%
22.8%
Source: IHRSA/American Sports Data Health Club Trend Report
<$25M
$25M-49M
$50M-$74M
>$75M