In-scene advertising: Why brands should take notice

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Forget product placement as you know it; its modern sibling, in-scene advertising, can help brands tell their story in a much more effective and sustainable way.

That’s the key message from Shirley Hughes, global head of sales and customer experience at Ryff.

In-scene advertising, Hughes explained, can solve a number of industry challenges for brands.

With an expected reduction in ad inventory not just in the US but globally, virtual product placement is an alternative way for brands to show up, she suggested.

And with brand safety one of the key industry concerns, through Ryff’s AI and proprietary systems, in-scene advertising ensures brands appear in safe environments that are contextually relevant and “telling the right story”, Hughes said.

She added that the very concept of in-scene advertising means it’s more sustainable than traditional product placement.

“We’re not sending thousands of pieces of product to set — we do it all virtually. It’s another way that we feel good about saving the planet as well as saving our brand clients money,” Hughes continued.

In-scene advertising can demonstrate its effectiveness, too, while also directly supporting content providers by helping them monetise their back catalogue and finance in-progress projects.

Hughes shared that one spirits brand that worked with Ryff last year saw a 27% increase in brand uplift and 8% rise in purchase intent. As she stressed: “It really is effective and can drive top-of-funnel awareness for brands.”