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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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her 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.
March 19, 2014