Ryff

About Ryff

Ryff operates as a specialist in In-Scene Advertising, utilizing artificial intelligence to digitally place products into various forms of media content. The company was founded in June 2018 by Roy Taylor, who currently serves as the Chief Executive Officer. Taylor's background includes extensive experience in the technology and entertainment sectors, having held senior positions at AMD, where he was the Corporate Vice President and Worldwide Head of AMD Entertainment Studios, and at NVIDIA, where he was an Executive Vice President and a founder of its European division. His experience in visual computing and the video game industry, including his work on the 'The Way Its Meant To Be Played' campaign, informed his vision for Ryff. The inspiration for the company reportedly came from observing how players in video games could seamlessly swap virtual items, leading to the idea of applying similar technology to film, television, and social media.

Ryff's business model centers on providing a platform for virtual product placement (VPP) and in-scene advertising (ISA), targeting a digital video advertising market. The company serves two primary client types: brands and agencies on one side, and content owners, creators, and networks on the other. For brands, Ryff offers a way to reach audiences, particularly on ad-free streaming services, by integrating their products directly into content, aiming to increase brand recall and purchase intent. For content creators and networks, the platform provides a new revenue stream by monetizing both new and catalog content after production, without the logistical complexities of traditional on-set product placement. Revenue is generated through this marketplace model where brands and content owners can buy and sell virtual placement opportunities.

The core of Ryff's offering is its proprietary Spheera™ platform, which is powered by Scene Intelligence™ AI. This technology analyzes video content by detecting light, objects, and surfaces to ensure that 3D models of products are inserted in a way that appears natural within the scene. The platform can ingest, analyze, and deliver brand integrations at scale into sports, film, TV, and social media. A key feature is its ability to operate in near real-time, allowing for dynamic changes to placements in live broadcasts and streaming content. This enables brands to execute contextually relevant campaigns, such as placing in-scene billboards that can be updated quickly. Ryff's technology can also be used to retroactively insert products into older library content, opening up monetization opportunities for vast catalogs of film and television. The company has worked with notable brands like Coca-Cola, Intel, and Diageo, and its platform has been used across major networks and streaming services including ESPN, Hulu, and Paramount+.