Product placement
Paying to have a product or brand appear inside entertainment, such as films, series, music videos, games or streams, instead of in the ad breaks around it. It reaches people who skip or block ads and borrows the context of the story. It works when the product is used naturally and clearly enough to be noticed; a logo in the background is often missed, and a forced close-up gets noticed for the wrong reasons.
Where it's used
Used by consumer brands with film, streaming, gaming and music partners, and by platforms selling in-show integrations. Good when the product fits the scene and can be shown being used; measure brand lift separately, because view counts are not exposure.
Example
The laptop the hacker uses
Illustrative scenarioA laptop maker pays to supply every computer in a streaming thriller and asks that the lead character's machine is used in key scenes. The logo is visible in three moments where the plot depends on the laptop working fast. A brand lift survey shows higher recall among viewers who finished the season than among those who did not. The background shots in the office scenes made no measurable difference.