The partnership will enable the companies to target B2B and B2C audiences.
Private television network Velocity World Media has partnered with Zoom Media, a digital place-based media company, to create what they are calling an "integrated precision marketing platform."
Velocity produces television programming presented live via EchoStar satellite for invitation-only audiences at Velocity HD Digital Suites in clubs, restaurants and hotels in 200 locations. Velocity produces broadcasts primarily for pharmaceutical, financial and technology companies.
"We're a live TV network, but we're private," says Philip Elias, president and CEO of Velocity World Media.
Velocity's broadcasts also include the ability to poll audiences and present results in real time. Attendees are provided with response pads that enable them to respond to questions from the show host. The responses are tabulated and presented on screen. The data is also provided to clients in post-broadcast reports.
Zoom Media, on the other hand, provides ad-supported video entertainment and communications networks in the fitness industry, as well as in bars/clubs and sports/recreation centers.
Zoom provides advertisers with media and marketing products in leisure destinations that Velocity says reach active, upscale consumers who are harder to reach through traditional advertising.
According to Elias, Zoom is in over 2000 fitness clubs like LA Fitness. It feeds media into the TVs people watch while they are working out.
Together, Velocity and Zoom will target content to both "decision makers" and consumers. For example, Velocity could air the launch of an aesthetic product to plastic surgeons and Zoom could subsequently target consumers in the product's demographic with contact information for participating doctors.
Other possibilities include orthopedic and conception products.
Velocity calls this an opportunity to reach high-value audiences through a two-tier B2B and B2C strategy.
Earlier this year, Velocity held a broadcast across nine time zones for IBM's PureSystems launch.
Additional Velocity clients include JP Morgan.
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In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
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