Advertisers Get Real-Time Metadata in Digital Out-of-Home Media With the Launch of rVue’s Ad Tracking Technology3 min read
Technology Enables Analytics During Ad Campaigns Across Multiple Digital Networks Regardless of Player
rVue, Inc., an advertising technology and integrated strategic media services organization and subsidiary of rVue Holdings, Inc. RVUE +1.75% , announced today the launch of the company’s proprietary ad verification technology which provides real-time analytics across Digital Out-Of-Home (DOOH) networks.
rVue’s metadata initiative was developed to bring real-time accountability to advertisers’ Digital Out-Of-Home campaigns and enable buyers to review and optimize live campaigns across networks. Launched on the heels of the American Association of Advertising Agencies’ (4As) and the Association of National Advertisers’ (ANA) recent Embedded Metadata Manifesto initiative, rVue’s ad tracking technology provides an industry solution which also conforms to IAB’s VAST standards for reporting digital video advertising. For digital networks, rVue’s reporting beacon alleviates the time-consuming, manual process of data collection and delays in campaign performance reporting.
Best known for its digital billboards and movie screen advertising, Digital Out-Of-Home has grown to a multi-billion dollar industry, which includes digital screens, tablets, kiosks and billboards in public locations where audiences dwell. According to industry research by Magna Global and PQ Media, DOOH is reportedly the third fastest growing medium in the world behind the Internet and mobile with double-digit growth projected to continue over the next few years. The rapid growth of the industry is attracting advertisers due to its ability to target and engage consumers with rich digital media. However, buyers were finding it difficult to create media plans due to the fragmentation caused by fast industry growth. rVue’s digital distribution, demand-side platform and integrated media services team were developed to solve these challenges by enabling buyers to strategically and easily target, plan, buy and analyze Digital Out-Of-Home campaigns across premium networks in the U.S. and Canada. The launch of rVue’s ad verification technology is the latest advancement in the company’s vision of further accelerating buyer adoption of rich digital media.
Since exiting beta, the rVue ad verification technology has been tracking multiple digital signage campaigns with acute accuracy, including a December 2011 campaign for a Fortune 150 brand.
“Advertisers are accustomed to accountability for the digital media they purchase and Digital Out-Of-Home is no exception,” said Jason Kates, Chief Executive Officer and President of rVue, Inc. “rVue’s real-time reporting for digital signage advertising campaigns provides the type of accountability advertisers receive from other digital media. By bringing Digital Out-Of-Home advertising and campaign analytics in line with the Interactive Advertising Bureau’s standards, we increase current buyer confidence as well as invite new advertisers into place-based media who are looking for a greater degree of proof-of-performance reporting and accuracy.”
rVue’s verification technology embeds a beacon into video files which is compatible across all platforms and is accessible to most DOOH networks. The technology is built using a scalable cloud computing architecture and is designed to deliver daily reporting on over 100 million DOOH ad playback events each day to rVue’s partners.
rVue Holdings, Inc., through its wholly owned subsidiary, rVue, Inc., is an advertising technology and strategic media services company which has developed and operates an integrated advertising exchange and digital distribution platform for the Digital out-of-home (DOOH) industry. Through the rVue platform, advertisers have the ability to access over 240 million DOOH daily impressions. rVue’s technology is designed to empower its network and advertising partners with intelligent and scalable solutions that provide ROI and accelerate the adoption of rich digital media. For more information, please visit www.rvue.com .
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Source: rVue Holdings