Ad agency gets on board rVue's digital signage ship

Marketing agency TracyLocke and rVue Inc. today announced a partnership to capitalize on the agency's expertise in digital out-of-home (DOOH) and the efficiency of rVue's demand-side DOOH solution.

TracyLocke will use the platform to create customized DOOH campaigns and is requesting that its preferred vendors develop network profiles on rVue's platform for consideration in future plans.

The agency provided valuable insight into the needs of media buyers representing major brands, according to the release. Jennifer Bolt, executive director/Media Services & Innovation for TracyLocke, and the agency's media planning team consulted with rVue executives on the latest platform enhancements developed to further ease the DOOH buying and planning process.

Its alliance with the rVue Demand-Side Platform (DSP) will enable the ad agency to now search, target, plan and negotiate its DOOH schedules across many digital networks through one online source — a process that previously took days to weeks and multiple RFPs to accomplish. Through the agency's dashboard, TracyLocke's media team will also be provided with campaign tracking, post analysis and buying history, according to the statement.

This announcement comes hot on the heels of several recent announcements about rVue's integration with a variety of digital signage software platforms.

"As a relatively new advertising medium, the DOOH industry has needed a hands-on resource that allows planners and buyers to create campaigns with maximum efficiency. RVue's Demand-Side Platform delivers the ability to create the most effective mix of DOOH through demographic and hyper-geographic targeting," Bolt said. "DOOH's advertising standards and practices are improving through the work of rVue and industry associations. These developments are critical to DOOH's maturation as a medium and agency adoption."