With our Ad of The Week, Episode 4, our Director of Sales, Nirav Chatterji, hits the gym to tone those A(d)bductors, as he flexes his favorite Equinox Ad.
With the inevitable onslaught of Thanksgiving turkey and holiday dinners, the impending fitness ads are on the horizon, promising to coax those pounds off…for a small fee, of course. Though only spending 1/4th of some of its top competitors in the last 30 days, Equinox has focused its dollars to maximize impressions, allocating 46% to desktop video and 36% to Facebook, compared to only 10% on desktop display. With the growing trend in social advertising, it’s interesting to see a smaller appropriation to Facebook, and zero spend on Twitter. We have to wonder if one of the premier fitness gyms doesn’t believe their target demographic can lift more than 140 characters at a time?
However, even with the lower spend on Facebook, we find that 2nd place doesn’t necessarily mean fewer eyeballs, as Facebook gleans a higher impression percentage than the top site, youtube.com.
It stands to reason that if Equinox wants to reach more potential customers, they might want to rethink their strategy and push more spend to the social giant. Because any self-respecting body builder knows, it’s not the quantity of your reps, it’s the quality of your spend. Did we get that right? We should test that slogan on twitter…be right back.
After earning his BS in Communications, Matt cut his teeth in the entertainment industry, spending fifteen years writing everything from feature screenplays for A-List directors, to celebrity bios for some of Hollywood’s top actors. That creative drive made it an easy transition to Marketing, bringing his eye for storytelling to the digital advertising ecosystem.