According to new data from iSpot Media Measurement, GOLO, the health and wellness solutions company, is home to the fastest-growing brand in the ultra-competitive weight loss industry. By capturing 0.47% Share of Voice across all TV in 2023, GOLO jumped 16 positions year-over-year by overall brand TV ad impressions, from No. 24 to No. 8.
GOLO History:
Founded in 2009 with a single idea: to help people achieve a healthier lifestyle, GOLO is equipped with one of the most instantly recognizable TV advertising campaigns in the industry. The popular testimonial-driven ads showcase customers’ inspirational stories while demonstrating that getting healthier is not only possible but achievable and sustainable. Today, GOLO has reached over 4 millions customers world wide.
Unlocking the Power of GOLO’s Message
The realm of television and advertising is undergoing rapid transformation. The initial half of 2023 has illuminated profound insights into the ever-evolving trends within this industry. Amidst content fragmentation and shifting audience behaviors, the enduring impact of visual and auditory stimuli in a living room remains indisputable. Despite these shifts, television has maintained its prowess; with the first half of 2023 still seeing household TV ad impressions grow by 5.0% year-over-year.
To help unlock the power of GOLO’s message, iSpot’s proprietary technology enabled GOLO to strategically target cable news programming because of a combination of low-cost/high response viewers, which are already primed to think critically about important health decisions, positioning the brand within a competitive market segment. This victory showcases one of the reasons why GOLO is the fastest growing brand in the weight loss industry. GOLO’s savvy programming choices and ad creation resonated with viewers seeking weight loss solutions, bolstered by iSpot’s real-time data provision to brand advertisers.
Additionally, utilizing iSpot’s live competitive solution, GOLO is able to keep a close eye on the competition’s creatives and creative themes, enabling them to position their messaging uniquely and effectively. By embracing iSpot’s syndicated Media Measurement platform, which provides real-time insights into competitive media placement, the brand secured 0.47% Share of Voice across all TV in 2023. Ultimately, increasing household TV ad impressions by more than 34% year-over-year and accounting for nearly 41% of weight loss category TV ad impressions in 2023 (more than twice the total of the No. 2 brand).
Ultimately, by leveraging iSpot’s measurement and TV attribution solutions and the ability to identify whitespace opportunities, GOLO jumped up 16 positions year-over-year by overall brand TV ad impressions, earning them the title of the #1 most-seen weight loss category brand in every quarter of 2023.
How GOLO is Navigating the Shifting Landscape with Cutting-Edge Insights
As the world of TV pivots away from legacy measurement methods, GOLO is at the helm of this innovation. They are not only harnessing the power of iSpot’s syndicated Media Measurement platform but also constantly exploring diverse sources of data and insights. This understanding is rooted in the awareness that new, faster, and more accurate cross-screen measurement platforms like iSpot are shaping the future of TV and streaming. GOLO’s ability to adapt and capitalize on these shifts is a testament to their commitment to staying ahead in a dynamic industry.
Guiding the Future of TV Advertising
The iSpot.tv Transparency Report for Q3 2023 offers a view of TV advertising marked by adaptability, resilience, and creative innovation. Amidst evolving content consumption and brand engagement, television maintains its potency in delivering impactful messages. The success of GOLO underscores the importance of strategic choices, engaging content, and staying attuned to evolving trends to maximize the impact of TV advertising.
The synergy between GOLO and iSpot exemplifies the transformative capacity of data-driven, strategic TV advertising. As the TV advertising landscape evolves, partnerships like this can serve to inspire brands aiming to carve their niche and those aspiring to capture audiences’ attention in a perpetually evolving media landscape.