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Media Strategy: Reaching the Mobile Consumer on Apps | WMI

20 May 2016 Ann D'Adamo

in Media, Health & Wellness


“I just don’t have time to exercise!” You’ve heard it a thousand times—and probably said it yourself—and, while it may feel true, it may just be an excuse to cover a lack of motivation to exercise. A recent survey revealed that a quarter of respondents become bored with their exercise programs (they’re called routines for a reason!) and almost half of gym members say they need help to create an effective workout at the gym. Mobile apps to the rescue! These apps may offer a solution for workout weary, time crunched consumers, as well as an opportunity to reach them at a moment of peak relevancy.

A Personalized Trainer

Analysts found that 50% of digital app users use fitness/exercise apps and 46% have a nutrition app on their smartphone. Apps like My Fitness Pal, Weight Watchers, Lose It!, and 7 Minute Workout Challenge act as a personal coach offering workouts, calorie trackers, lifestyle tips, and other motivational tools to keep users on track. Apps offer users a highly personalized experience that empowers consumers to feel in control of their health and fitness.

Apps + Social

Millennials rely on social media for a sense of community, and that extends to exercise. Data reveals that 20% of Millennials turn to social media to discuss health and seek motivation from their friends. Apps like Nike+ Running, Under Armour’s My Fitness Pal, and MapMyRun encourage users to share their workouts and progress on social media creating an immediate feedback loop. This reinforces behavior and brings an element of fun and community to the process—and extends the reach of the brands. Zombies, Run! and Superhero Workout combine exercise and gaming, alleviating boredom and challenging those exercise enthusiasts who often work out alone.

Timely Messages

Researchers found that consumers were more than twice as likely to click on in-app ads than mobile web ads. In-app ads are effective in reaching consumers for two reasons: first, they arrive via a platform that taps into consumers’ personal passions, second, targeting is enhanced by location data, so the right consumer gets the right ad at the right time. Understanding context is key to increasing engagement. In-app location targeting unlocks many layers of data, allowing marketers to get a full picture of what’s going on in a specific location in real time. For example, a beverage brand could deliver a message about their protein drink at the moment that the consumer is working out and may need to refuel. Looking at data layers allows marketers to create and deliver timely, effective ads.

Learn how in-app advertising can help your brand gain both greater awareness and point-of-sale conversion. Contact Women's Marketing today for an in-depth analysis of your mobile media marketing strategy!

eMarketer, Digital Health Tools Used by US Digital Health App Users, March 2016 , Mintel Healthy Lifestyles US, October 2015, Clickz Why In-App Ads May Be The Future of Mobile Advertising, January 2016.


Media Health & Wellness