Why Virtual Product Placement Is Set to Steal the Advertising Spotlight

Why Virtual Product Placement Is Set to Steal the Advertising Spotlight

New technologies will fuel huge growth in 2023

Product placement is going through a radical transformation driven by the explosive growth of virtual product placement (VPP). VPP digitally renders products into scenes that are already shot, creating huge amounts of inventory in new and catalog content. In fact, according to research from Radicle, VPP in feature-length films and TV shows in the U.S. will be worth $6.6 billion in 2023, accounting for nearly two-thirds (63%) of the U.S. product placement market.

 “Virtual Product Placement Is Ready for Its Close-up,” a new guide from Ryff, examines VPP’s expanding role in media, providing an overview of the market and the technologies that make it a scalable advertising solution for top brands.

Among the insights:

  • The impact of ad-supported streaming: As CTV becomes more prevalent, VPP is poised to become a significant part of brands’ and programmers’ media and advertising mix.
  • New opportunities in catalog content: AI algorithms can scan all types of video content to mark areas for digital insertions and also predict a considered VPP’s performance.
  • A range of placement channels: Beyond movies and TV, VPP can be powerful for broadcasts of live sports, dynamic insertions in web videos and to enhance authenticity for social influencers.

Don’t miss out on the virtual product placement opportunity. Download the guide.

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