Ryff, the pioneer of in-scene advertising (ISA) and virtual product placement (VPP), has partnered with Elonex, one of the UK’s most influential digital out of home (DOOH) media owners.
The partnership was announced today at MAD//Fest in London, where the two companies unveiled “In-Scene Out-of-Home”, a groundbreaking advertising model that enables Elonex to take Ryff’s inventory of in-scene billboards to market alongside its DOOH advertising sites.
The powerful combination allows advertisers to:
- Target specific audiences by placing in-scene billboards into the TV shows and movies their ideal demographic is watching.
- Increase visibility by scaling DOOH campaigns into a wide range of video content, securing higher viewership.
- Move fast, changing ads or messaging in near real-time, with brand integrations completed in minutes across both DOOH and In-Scene placements.
Steve Cox, CEO of Ryff said: “Giving advertisers the ability to seamlessly extend digital out-of-home campaigns into the world of in-scene advertising is truly unparalleled. With Elonex’s expansive billboard network, and Ryff’s broad content inventory, we are set to ubiquitously deliver brand stories and high-impact campaigns to audiences across every screen, whether they’re on the move, on their mobile devices, or at home.”
A combined media buy across both digital out of home and in-scene properties allows brands to achieve valuable repetition, contextual relevance, and deeper, more meaningful engagements with their target audience.
By way of an example, Ryff notes that an advertiser could display the same lipstick ad on a Manchester billboard, delivering 2.4 million impressions per month, and within a popular TV series on the same day, then change the ad campaign in real-time after the show airs on linear television.
For scale, it notes that Channel 4’s Hollyoaks, which is available in Ryff’s extensive content library, achieved 194 million viewers in March 2024 across social platforms, targeting ages 18-34.
Nick Smith, CEO of Elonex, added: “Ryff gives Elonex clients an exceptionally simple way to reach large audiences across multiple platforms – including digital out of home, linear or social channels. This partnership dramatically expands our inventory, enabling us to broaden our offering to clients, while helping them to extend their campaigns across physical and virtual screens.”
Ryff’s Scene IntelligenceTM technology enables the discovery of complementary in-scene billboard placement opportunities that align with geographic, demographic, and messaging targets, among other factors. Campaigns created through this partnership are backed by robust data and performance analytics, ensuring effective, trackable, and measurable outcomes that optimize ad spending.
The innovative approach to advertising is being introduced in the UK initially and is poised for expansion into the US and other markets.
