• by Joe Mandese  @mp_joemandese, July 18, 2007

As part of an expansion of its digital out-of-home advertising network strategy, New York-based Zoom Media & Marketing has cut a knock-out deal - literally. The agreement, with mixed martial arts fitness chain LA Boxing, adds more than 35 fitness centers to Zoom's health club network, with plans to add 80 more soon.

The deal brings to more than 800 the number of health clubs participating in Zoom's so-called Fitness and Indoor Sports network, which also includes New York Sports Clubs, Boston-based Fitcorp and Windy City Sports in Chicago.

Because of the desirable demographics, the relatively long duration of "dwell time," and the captive nature of people working out in health clubs, such venues have become among the most prized locations for the burgeoning digital out-of-home market, and has attracted 50 national advertisers to Zoom's fitness channel, including HBO, Revlon and Frito-Lay.

As part of this program Zoom will place its 25" x 37" backlit boards in the workout areas of the various facilities, and 16" x 20" classic boards in the locker rooms. It will also offer promotional and sponsorship programs to advertisers in conjunction, including the opportunity to provide sampling directly inside the facilities.