Virtual product placement has become an increasingly important asset within the advertising and marketing realm. With traditional product placement specialists spending the majority of their time managing physical props and product placement, virtual product placement can be done faster and more effectively. Mirriad, a virtual product placement firm powered by AI, is a prominent example of such a practice.
Dr. Roy Taylor, founder and CEO of virtual product placement firm Ryff, has been leading his own endeavor to break through the mold. The platform, Spheera, utilizes 3D imaging to allow agencies to virtually substitute any product into media scenes; the beta version is scheduled to launch on April 15, while the public launch is set for July 4.
When asked how product placement works with virtual media, Taylor explains that Ryff ingests content and at the same time collects all the visual data for it. From the data, his company is then able to drop a 3D image or product in front of the frames. With a system this advanced, there is potential for brands to connect directly with the audiences that matter most to them without relying on the five big media agencies that typically mediate product placement.
When asked about his ambitions for the future of product placement, Taylor expressed his desire for a more equitable viewing experience; his example being the lack of female endorsed products during the World Cup Soccer Championship. According to Taylor, the language of Ryff’s platform encourages brands to adhere to a high standard of authenticity when it comes to product placement, meaning that directors are unlikely to send their audiences the wrong message with such placements.
At Ryff, the mission is clear. Through Spheera, product placement experts are equipped with a powerful tool whilst also provided with the opportunity to leave media more impactful than ever before. Through initiatives such as Spheera and Mirriad, virtual product placement has come a long way and with it comes an entirely fresh new realm of possibilities.
Ryff is a virtual product placement firm that was founded and is run by CEO Dr. Roy Taylor. The company provides a platform, called Spheera, that utilizes 3D imaging to allow agencies to virtually substitute any product into media scenes. This can help brands to connect directly with their target audience without relying on the five big media agencies that usually mediate product placement. In addition, Ryff’s platform also encourages brands to adhere to a high standard of authenticity and utilizes language that promotes a productive and equitable viewing experience. With Spheera, virtual product placement has come a long way and offers an entirely fresh new realm of possibilities for online marketing and advertising.
