• by Joe Mandese  @mp_joemandese, March 11, 2015

Madison Avenue out-of-home media vet Ray Rotolo has joined proximity-based mobile technology developer Gimbal Inc. as senior vice president of out-of-home assets.

Rotolo, a 22-year veteran of big Madison Avenue out-of-home media-buying shops, most recently was COO of Dentsu Aegis’ Posterscope operations in the U.S. While there, he started to reposition Posterscope as the “agency of things,” playing off the burgeoning potential of the so-called Internet of Things marketplace in which all media and physical objects ostensibly will be connected to the wired world.

As a member of Gimbal’s senior management team, Rotolo will oversee its out-of-home advertising business, and will also spearhead the deployment of Gimbal’s beacons to enhance the medium.

During his tenure at Posterscope, Rotolo oversaw the development of an OOH planning and purchasing platform and the industry’s first digital billboard marketplace.

Prior to Posterscope, Rotolo served as founder and senior vice president, managing director for Chrysalis, a joint venture of Aegis and Havas Media.