Dallas-based TracyLocke, an Omnicom Group Inc. agency, has made an alliance with rVue Inc., a subsidiary of rVue Holdings, Inc. of Fort Lauderdale with the aim of capitalizing on the agency’s expertise in the rapidly growing digital out-of-home medium as well as the efficiency of rVue’s DOOH demand-side solution.TracyLocke will use the platform to create customized DOOH campaigns and is requesting its preferred vendors to 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. Jennifer Bolt, executive director/media services & innovation of 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.
“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,” says Bolt. “rVue’s Demand-Side Platform delivers the ability to create the most effective mix of DOOH through demographic and hyper-geographic targeting 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.”
Its alliance with the rVue Demand-Side Platform will enable the Omnicom 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 a final plan. Through the agency’s dashboard, TracyLocke’s media team will also be provided with campaign tracking, post analysis and buying history. In related news, the rVue platform has announced integrations with some of the top-tier DOOH software providers to further automate the flow of data and analytics.
“Jennifer and the TracyLocke team are uniquely positioned as an agency that both understands the needs of world-class clients as well as the valuable opportunities that DOOH media offers those brands through the path to purchase,” says Jason Kates, CEO of rVue, Inc. “Their insights have been invaluable to building a better platform and we are proud to align with them in this endeavor.”