Nexxen expands household reach for Anytime Fitness through unified video strategy
Anytime Fitness Australia partnered with Nexxen to optimize its advertising strategy by integrating linear TV and streaming data. By using audience intelligence tools, the brand improved its ability to reach health-conscious consumers across multiple video platforms.
Why it matters
This highlights the shift in marketing toward unified, cross-screen measurement strategies in a fragmented media landscape.
Australia’s fitness industry currently supports more than 7,300 registered gym and fitness facilities , serving roughly 15% of the population through active memberships. As Australians continue to split their viewing across linear TV and streaming, however, fitness brands – including Anytime Fitness – face increasing pressure to reach highly targeted audiences, while accurately measuring campaign performance.
By leveraging Nexxen’s proprietary insights tool, Nexxen Discovery, Anytime Fitness gained deeper insights into behaviours, interests and viewing habits of health and fitness audiences. These insights informed audience activation across broadcast video-on-demand (“BVOD”), Free Ad-Supported Streaming TV (“FAST”) and online video (“OLV”), enabling the campaign to reach and retarget relevant viewers, including those who had previously engaged with the brand through its creative or website.
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