Ooh!Media is the first outdoor company in Australia to adopt a virtual reality (VR) media planning tool that claims to "reshape the way media is bought and sold".
The tool, Situ, has been developed by Publicis and VR agency FGMNT, and was launched at Cannes Lions last week as part of the Lions Innovation program.
Ooh! CEO Brendon Cook says it will “help us to ensure we develop great creative that will drive greater results for advertisers” adding Ooh! will reveal its plans for Situ in the coming months.
Last month, when the proposed merger between Ooh! Media and APN Outdoor collapsed, Cook committed to a pipeline of innovation to drive future growth of Ooh! Media.
The tool uses web-based technology which will enable clients, agencies and research companies to visualise out-of-home campaigns using VR and 360 video content.
Situ has been built with a global library of locations and allows clients to 'drag and drop' creative into the platform.
Publicis Australia CEO and chairman Andrew Baxter says Situ “enables us to pitch creative work in a way never before imagined”.
FGMNT co-founder and CCO Jamie Dou says: “Situ is set to shake up the advertising landscape. It will change the way they buy and sell media, it will revolutionise the way a business conducts research and offers an innovative and inventive way for an agency to pitch and present creative.”
FGMNT is also working with hardware companies including GoPro, Blackmagic Design and CGANGS|VR to capture 360-video content.
Situ will be available for open Beta in July 2017 and then as a subscription service from early August.