Changing viewer habits and increasing competition among content platforms create economic pressures on brands and networks. The role of Virtual Product Placement (VPP) is poised to become a significant part of the media and advertising mix for brands and programmers alike as CTV and streaming become more prevalent. According to tech and marketing researcher Radicle, VPP is expected to attract $6.6 billion in spending across TV and film – and that’s just the beginning.

Roy Taylor, Founder and CEO at Ryff, joins Adweek in conversation to share how VPP’s value can stretch beyond revenue potential. Learn more about VPP’s role in the changing nature of content creation, viewer habits, and how the substantive changes coming to product placement in 2023 can help advertisers build their brands and provide purchase lift.