News

Objective: 360°

May 2017

France, M6 Publicité

M6 Publicité and 6play launch the first 360° virtual reality advertising platform natively integrated within an on-line TV service.

The platform is available for all advertising formats (display and video) and is compatible with all purchasing options (direct or programmatic) for streaming across all digital screens without the need to download a special application. The assist with the launch of this innovation, M6 Publicité has called on the technological expertise of Omnivirt – a Californian start-up specialising in virtual reality – to handle the launch of this innovative solution.

Pioneers of virtual reality content streaming – with Les Ch’tis VS Les Marseillais: la revanche game on the 6play 360 application in 2015 and winning in the Best 360° Device category for its experience at the Puy du Fou in Zone Interdite at the SMA Awards 2016, Groupe M6 is continuing its strategy of implementing highly innovative technology with the aim of optimising consumer commitment.

Guillaume Charles, Deputy General Director for M6 Publicité, announced during the Online Video Trophys: “M6 Publicité differenciates from its ability to keep one step ahead. For the first time in France, marketers can benefit from the advantages offered by virtual reality such as great interactivity due to this playful technology, a better brand recall, and an innovative brand image. These advantages combine with 6Play’s remarkable assets: maximized exposure within a premium setting, among 16 million registered members, guaranteed visibility and brand new VR-related KPIs to measure engaging areas through heatmaps.”

And if a 100 per cent turnkey solution is required, M6 Unlimited can assist brands with the production of their virtual reality advert.

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