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Virtual product placement is coming for TV and movies and Ryff has raised cash to put it there

It’s the on-demand product placement of branded goods in a video, and it’s the technology that Ryff has been developing since it was founded in early 2018.

“The infusion of SVOD/streaming platforms into the market, combined with platforms like Netflix that are unsuccessfully trying to grow their subscriber base will force those same platforms to explore and embrace alternative revenue streams,” said Marlon Nichols, managing general partner at MaC Venture Capital, and a new director on the Ryff board.

As such, product placement will be an important growth channel and Ryff’s new marketplace and unique technology set it up to be the unequivocal growth market leader.”

To continue its technology development and ramp up sales and marketing, the company has raised $5 million in financing.

“Ryff’s offering is well-timed with the rapidly increasing demand for solutions that extend the reach of a brand’s content and drive business results,” said Uday Ghare, vice president for media and entertainment at Tech Mahindra, in a statement at the time of the company’s investment.

“The result benefits all — content free from annoying distractions, audience-specific brand placement and delivering a new means towards monetizing video assets.”

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