(compared to mobile display norms)
Basic-Fit, Europe’s largest affordable gym chain, aimed to increase awareness and attract members in Belgium, the Netherlands, Spain, and France by demonstrating that high-impact media is more effective than social and standard banners in driving attention and brand results, while measuring and optimizing their efforts without third-party cookies.
Their primary goal was to effectively communicate that accessible fitness through Basic-Fit gyms will help consumers to not only boost their physical health, but their mental health as well.
Basic-Fit aimed to demonstrate that a strategy focused on maximizing attention can enhance brand performance and drive more relevant, valuable traffic to their website.
GumGum and Basic-Fit launched an ad campaign using Contextual Intelligence to reach potential gym-goers with content on hobbies, health & wellness, dance, and travel.
Leveraging GumGum’s real-time optimization, we discovered Basic-Fit ads received peak attention when paired with health, wellness, and travel content. By combining our interactive units across channels like Meta, YouTube, and external display ads—with uniform Attention Tracking—we maximized engagement and creative impact.
Basic-Fit’s high-impact creative performed exceptionally in the deeply aligned content categories of sports, healthy living, and food and drink, indicating the importance of contextual targeting in increasing attention time, thus driving click-through rates.
(compared to mobile display norms)
(vs Non-attention optimised creative)
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