Mad Men plight their troth to rVue
A deal which will see U.S. advertising agency TracyLocke use rVue’s digital out-of-home planning tool could be a potent force in driving networks to the rVue platform.
By securing the custom of an ad agency and using it to attract networks – rather than vice-versa – rVue will benefit from the reflected glory of TracyLocke’s stellar roster of clients, which include Clorox, HP, Nokia, PepsiCo, Pizza Hut and Tabasco.
The agency, part of Omnicom Group, is expected to use the rVue platform to plan any DOOH campaigns these clients execute in the future – meaning that networks will also need to sign up to rVue if they want to be part of those campaigns. Indeed, TracyLocke is directly asking the DOOH networks it favours to join the rVue platform.
“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,” said Jennifer Bolt, executive director for media services and innovation at TracyLocke.
“These developments are critical to DOOH’s maturation as a medium and agency adoption,” she said.
www.rvue.com
www.tracylocke.com
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