This post was created in partnership with Ryff

Brands in search of innovative ways to stand out in primetime programming are taking product placement to the next level by authentically embedding products to create lasting audience impact.

During an ADWEEK House Advertising HQ panel discussion co-hosted with Ryff, marketing and media executives from Ryff and FINN discussed their teams’ plan to help a relatively unknown brand become a household name via clever product placement in an upcoming music reality show called The Road.

The road to brand awareness

“How do you really get into the hearts and minds?” asked Andrew Humber, EVP of marketing at Ryff. “You put yourself in the content that they love, and not the ads they try to avoid.”

Ryff uses an AI-powered platform to digitally integr

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