Sean Moran Named Executive Chairman of Ryff

Virtual product placement company Ryff has named Sean Moran as executive chairman. Top line Moran, a former Viacom advertising chief, succeeds Louis Hernandez for the Ryff chairman position. According to the company, the new executive chairman will be tasked with providing strategic guidance and strengthening partnerships with media companies and brands. In a statement, Ryff called the appointment a signal of accelerated growth. Between the lines "Sean is the right chairman for Ryff," Roy Taylor, founder and CEO of Ryff, said in a statement. "His extensive advertising background and business development skills will help us strengthen our vital partnerships with networks and brands, cement our strategic alliances while also expanding our international sales capabilities. His solid leadership experience will also help Ryff during our first go-to-market rollout this fall." At Viacom (now Paramount), Moran led the charge on advanced advertising capabilities, including developing Vantage, a data-driven and predictive ad solution. The ad chief also introduced new streaming platforms to the upfront marketplace, embracing cord-cutting and championing PlutoTV's growth as an AVOD service. In a statement, Moran praised Ryff's suite of solutions to help brands, networks and content owners manage virtual product placement strategies. How the Right Kind of Product Placement Can Elevate Your Brand Message "As the media industry approaches a new inflection point, the value exchange between brands and consumers is changing right before our eyes. Ryff's technology and approach, along with a strong board and management team, has created a sizable market advantage. One example is Ryff's breakthrough product placement technology, which dramatically alters the advertising environment as we know it," Moran said. In addition to Moran's appointment, Ryff recently named STX Entertainment founder Sophie Watts and former CEO of Observatory Jae Goodman to its board. Bottom line Virtual product placement is having a moment. Though the technology has been around for years, new capabilities were at the forefront at the 2022 NewFronts, with both Amazon and Peacock unveiling new product placement capabilities. It's still early days for Amazon and Peacock's offerings, but several companies, including Ryff, are capitalizing on new advanced advertising opportunities. More productions are filming with the intent of digitally inserting products later, and AI actively scans shows to identify potential spaces for future insertions. Companies can even geo-target consumers down to the individual level, and insertions take place programmatically, meaning product placement that would've taken months in the past can happen within days or hours. It's all done with the goal of giving consumers a seamless experience. Josh Feldman, global chief marketing officer, NBCUniversal advertising sales and partnerships, previously told Adweek that Peacock works with creators on organic integrations. “We don’t want to distract,” Feldman said. “We want [integrations] to be additive to what we’re doing.”

Programming & Performance

Sean Moran Named Executive Chairman of Virtual Product Placement Company Ryff

The company called the appointment a signal of accelerated growth

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Between the lines

Bill Bradley

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