rVue is a media technology company that operates in the fast growing Digital Location Video category. Based in Chicago, rVue uses proprietary technology to simplify the planning, buying, trafficking, post analyzing and invoicing of 175 DLV Networks and the nearly 2 million screens they operate throughout the US and Canada. rVue is able to quickly generate national and regional plans, and due to its technology platform, equally equipped to hyper target a zip code, voting district, single office building or hotel. What takes agencies weeks to do manually, rVue does in days. Its single point of contact and big picture view of the category serves to identify the most efficient options and saves both agencies and clients time and money. rVue is positioned as "technology that augments human thinking."
Over the past several years rVue has developed plans for some of the largest US ad agencies, as well as regional and local groups. The brands they've worked for include McDonalds, Rosetta Stone, Sea World, Walmart, AARP, United Health Care, Turtle Wax and various political organizations and advocacy groups.
In just the past 5 years the media landscape has experienced unprecedented change – the flow of both dollars and eyeballs from Broadcast TV to Cable to online, streaming, mobile and to a lesser degree digital location video or digital out of home. In fact, many pundits are predicting online ad revenues to surpass TV this year or next. (Over $50b).
Roche Enterprises and the rVue team see a bright future for the Digital Location Video category and the company. Why? In the past 6-12 months, online advertising has been hit with numerous allegations regarding fraud, view-ability, bot generation, etc. And with the rise in streaming services like Hulu, Netflix, etc (which accept little if any advertising) and the emergence of ad blocking software, many believe more ad dollars will be allocated to DLV. This projection is driven by several key facts: 1. People spend over 70% of their waking hours outside the home, so DLV screens can engage closer to the purchase decision or at just the "right moment". 2. Unlike online or mobile you can't skip DLV ads. 3. The research also shows people are far more receptive to ads on DLV screens than online and mobile. 4. DLV screens have proven to be the most efficient means to engage Millennials.
One of the things that drives our belief in rVue’s prospects is the clear similarity between the early period of internet advertising and today’s current early period of Digital Location Video. In early internet advertising, there were no standards for banner ad sizes, formats, or placements, and no standard metrics for measuring reach, engagement, and results delivered. Website publishers all had their own ad sales teams, directly selling placement to advertisers with a variety of approaches and offerings. No demand side platforms (DSPs) or marketplaces existed where buyers and sellers could transact business efficiently. Website placement was often given away as a free extra with print ad placement. Ad impression rates and total advertising spend were trivial amounts and online advertising was often an after-thought or skipped altogether.
Then a tipping point was reached, and we all know what happened. Things changed very quickly. Ad serving networks, demand-side platforms (DSPs), and programmatic buying made it faster, easier, and more efficient to buy and sell online advertising. Inventory increased quickly as the internet grew. Online ad spend skyrocketed. Now publishers give away print placement as an extra with online ad placement, and online ad spend is a multi-billion dollar industry and a major component of most ad campaigns.
The DLV industry feels exactly the same as early online advertising. Standards are just beginning to evolve for media formats and measurement metrics. Screen Venue Network operators have sales teams selling with a variety of approaches. DSPs are in their infancy and almost none have substantial coverage. DLV ads are an afterthought and often omitted from major campaigns because they are time-consuming, difficult, and confusing to buy. But you can see the tipping point approaching. Nobody knows when, but with all the current problems in traditional TV and online advertising, the clear benefits of DLV, and rapidly expanding DLV screen coverage, it won’t be long. As more advertisers and agencies see the results of DLV, ad campaigns will start to include a DLV component as standard practice, and DLV ad spend will start to increase sharply.
As the only DLV media buyer and DSP with truly broad and deep coverage, with the most expertise, the best technology, and the deepest screen venue network relationships, rVue is positioned for success as the DLV wave happens.
Mark P Pacchini
Mark P Pacchini is the President and CEO of rVue Inc. Before joining rVue in 2013, Mark spent 32 years in the advertising industry at FCB Worldwide and Draft-FCB. There Mark held various key positions including President of the Asia Pacific Region, West Coast, Global Accounts and Co-President of FCB-Chicago. Under his leadership, Chicago grew to be the largest office in the FCB/IPG Global Network with over 1200 people and $200m in revenue. In 1995, Mr Pacchini co-lead the team that won the SC Johnson global business. In the ensuing 15 years the account went from a handful of brands in 12 countries to over 20 brands in 80+ countries. In the process Mark opened offices in Brazil and set up "affiliates" in Eastern Europe and Russia. At its peak the account brought in approximatley $100m in annual revenue and became one of the top 5 global accounts at IPG. Over the years Mr Pacchini had the pleasure of working with some of the world's most prominent companies like: Boeing, Kraft, SC Johnson, Miller-Coors, Yum Brands (Pizza Hut, Taco Bell and KFC), Beiersdorf/Nivea, Dockers, EA Sports, Blue Cross Blue Sheild, Shanghai GM, Haier, Kaiser Permanente, etc.
When FCB and its sister agency combined to form Draft-FCB, Mark was appointed to the Executive Team which lead the merger and remained on it until retirement in 2012. Mark received his Masters of Science Degree from Northwestern where he majored in Advertising/Marketing. There he was presented the Harrington Award for being the programs top student. He received his BBA from Western Michigan University where he graduate Magna Cum Laude.
Mark currently serves on the boards of the Minnesota Wild (NHL), The OFF the Street Club and OKRP Advertising. He also teaches Marketing/Advertising in Northwestern's Medill Graduate program and consults with Northwestern's Kellogg School of Management.