Health and Fitness Brands Prepare For A Cookieless World

Chances are, between March and now, you’ve considered buying a Peloton, Hydrow, Mirror, NordicTrack, or some other home fitness machine. Consumer demand has skyrocketed because many people are uninterested in returning to their gyms, even if they’re cleared to open during the pandemic. However, those fitness brands looking to maintain that momentum will have to do more than rely on changing consumer behavior, which will eventually normalize.

Reaching new customers digitally will be a challenge they must overcome, one made more difficult because of the industry’s inevitable march towards a cookie-less world. PMG’s Amanda Lisak recently shared her thoughts about how fitness brands could overcome a cookie-less advertising environment, in an article penned for The Wise Marketer.

Her recommendations to health and fitness marketers include using a phased approach to launching content, using short-duration video placements and frequency to drive ad recall, and leverage first-party data to develop custom creative and content. Read the full article for more insights.