Stop losing skippable ad dollars Learn how product placement drives massive brand recognition safely.
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Key Moments
Ad‑skip resistant reach
Product placement avoids ad‑blocking and skipping, letting brands appear naturally in content.Consumer trust boost
52% of consumers trust products used by famous actors, raising brand credibility.Global recognition surge
Kantar reports a 45% higher product recognition when placed on global streaming platforms.Longevity & measurable impact
Placements linger in movies/shows for years and can drive searches and purchases, extending reach beyond short campaigns.Many viewers skip traditional commercials, so brands are finding ways to appear more naturally in entertainment. Product Placement does this by featuring a product, such as a soda bottle, within a movie scene.
When it fits the story, Product Placement can help brands reach audiences without interrupting what they are watching. Understanding how this approach works can help businesses decide whether it belongs in their advertising strategy.
How Brands Excel at Avoiding Ad-Blocking Software With Product Placement
Many viewers dislike traditional advertisements and use ad-blocking software or skip commercials. Product Placement offers another way for brands to appear in the content people watch, such as featuring a product in a movie scene.
PQ Media reports that global spending on product placement and embedded media reached $37.16 billion in 2025, a 12.7% increase. It is projected to grow to $41.92 billion in 2026. The often-cited $26 billion figure comes from earlier reports and does not reflect the more recent estimates. When a placement fits naturally into a story, it can help brands reach audiences who might otherwise avoid conventional ads.
Viewers may associate a product with a well-known actor when they see it used naturally on screen. For example, an actor driving a sports car in an action movie can make the car more appealing to fans. This is one way Product Placement can influence how audiences perceive a brand.
Nielsen research suggests that viewers remember brands more often when they see products featured in television programs than in standard commercials. Statista reports that 52% of consumers trust products used by famous actors in films. When a placement fits the story, it can help a brand build recognition and connect with potential customers.
Product photos do not always show how an item works, which can leave shoppers unsure about its capabilities. Product Placement can demonstrate a product in a natural setting. For example, a character might use a smartphone during a movie scene, allowing viewers to see its features in action.
As we discussed in our previous article about Product Demonstration, showing a product being used can make its functions easier to understand. When the placement feels natural, it can help reduce confusion and make the brand more memorable.
Traditional television commercials often need to be purchased separately for each country, which can make global campaigns expensive. Product Placement in a film or streaming series can offer a different approach, introducing products to viewers across multiple markets through a single production.
Kantar reports that viewers may recognize featured products 45% more often when they appear on global streaming platforms. This kind of placement can help brands build awareness internationally and reach potential customers in new markets.
A television commercial usually runs for a limited period and stops once the campaign ends. By contrast, a movie or television show can remain available online for years, allowing viewers to discover it long after its original release.
This gives Product Placement the potential for lasting visibility. If a brand appears naturally in a scene, new viewers may continue noticing it whenever they watch or revisit the content, extending the placement’s reach beyond the initial campaign.
Many viewers use their phones while watching television. If an actor wears a pair of sunglasses in a show, viewers may search for the same product online. Measurable Product Placement can help connect that moment of interest to a purchase.
Also read: Why Does Franchise Branding Become Difficult Across Multiple Locations?
The 69% figure does not describe all television viewers. According to an eMarketer forecast, it refers to the share of Connected TV advertisers who consider streaming ad inventory a “must-buy.” Separate research on dual-screen habits found that 69% of viewers use their phones to scroll social media while watching TV, not necessarily to search for products. Brands can make this easier by adding direct shopping links to shows or related digital content.
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–Written by Rajnish Kumar, a copywriter and strategist with a background in fast-paced journalism, who explores the gap between what brands promise and how consumers actually behave.
