Above image courtesy of Neou
In mid-September, online fitness platform Neou will launch ongoing audio campaigns in New York, Philadelphia, Chicago, and Los Angeles across iHeartMedia’s platform of broadcast radio, digital, podcasts and social media.
While Neou has previously run paid social media and SEO focusing on product, user experience and technology, the audio initiative will find the brand focusing on subscriber acquisition and awareness, Neou’s CEO /founder Nathan Forster told Marketing Daily.
“Over the last year, the world has fundamentally shifted, with more people staying local and spending their travel time driving instead of flying,” meaning “more time in their vehicles and in their homes listening to the radio and podcasts,” according to Forster.
The pandemic also spurred a huge increase in people shifting their workouts from physical locations to online, helping to fuel what Market Research Futures (MRF) recently pegged as an expected 30.1% annual growth rate in use through 2026, and up 21.6% through 2028, per Grand View Research (GVR).
“This inclination towards virtual fitness is likely to continue in the post-pandemic scenario because these apps dole out several advantages with regards to helping individuals set precise fitness goals and attain the same in a definite timeframe,” noted the MRF report summary.
What’s more, the multitude of players in the space provides ample room for individual players to grow. Significantly, MRF listed 11 notable virtual fitness market global players and GVR 12 of them, with no companies appearing on both lists.
Audio, Forster said, is a particularly good way for Neou -- not on either list -- to reach its primary target audience of 18- to 34-year-old females, and its secondary audience of 35- to 54-year-old females.
The ad campaign, still under development in-house, will start with six :15 and :30 spots and also include guest appearances on shows by fitness trainers; live interactive workouts with radio personalities; participation in iHeart Media physical events and festivals; and possibly, graphics and video on the IHeart Media’ app.
Neou offers a wide range of daily classes and on-demand workouts for $4.99 a month.