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Ryff and Insight TV Partner to Connect Brands with Ad-Avoidant Millennials


Partnership will bring virtual product placement to the streamer’s library

Ryff and Insight TV Partner to Connect Brands with Ad-Avoidant Millennials

Insight TV has inked a deal with virtual product placement vendor Ryff that will give brands access to the FAST channel’s coveted Millennial and Gen-Z audience - even on completed programming.

The deal gives both Insight TV and Ryff the opportunity to sell brand integrations across the free ad-supported television network’s available library, which includes documentary, adventure and entertainment titles, such as Supercar Blondie, The Garms Dealer, and the Female Heroes series. 

Ryff’s AI-powered technology, inspired by the world of gaming, can insert 3D product models into footage that has already been shot, as simply as a gamer could change out armour. For Insight TV, that means the capacity to tailor sponsor opportunities for each local market, spread across 53 countries. 

“As the streaming market gets increasingly competitive, we continue to develop relationships to deliver the best experience for our viewers and our brand partners. By offering a combination of high-quality broadcasting and social media exposure with Ryff’s AI-powered technology, we can offer measured results and guarantee returns for our brand partners.” says Natalie Boot, VP media sales, Insight TV. 

“Millennials and Gen Z are increasingly averse to ads, which makes them an elusive target,” says Roy Taylor, CEO of Ryff. “They don’t object to relevant, subtle product placement, however, which makes this combination a powerful opportunity for brands.”

Ryff’s Placer platform ingests content such as a television episode, and its AI-driven Scene Intelligence software analyses the content for moments when products make sense to appear, such as a wine bottle on a coffee table. Ryff then inserts 3D models in place and renders them to match lighting and cinematography, so they look like they were always there. Because the process is so simple, products can show up repeatedly throughout content, making it more likely that viewers will recall them.

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Sweat + Co, Thu, 31 Mar 2022 08:56:34 GMT