Product placement involves paying for your brand to feature within a TV program, movie, video game or other content, to increase its awareness, appeal, or credibility. As with sponsorship, global properties such as blockbuster Hollywood movies can work well for multi-national brands. These movies are understood and appreciated the world over, which means that marketing and PR campaigns that exploit the product placement deal can be developed centrally and deployed easily within each region.
 
You might consider product placement if you have identified content that matches your target audience and desired brand associations. You could pay to advertise around this content, but product placement provides an opportunity to create a more memorable connection with the brand, depending on how and when it appears.
 
For maximum effectiveness, the brand should be featured in a prominent and memorable way when the audience is highly engaged in the content. Omega watches have featured in James Bond movies since GoldenEye in 1995. The watch is often showcased during the customary scene in which the famous secret agent is briefed by Q on the latest gadgets. Awareness of the Omega brand and the appeal of their watches is strengthened by this association with the James Bond character and the role their watches play within the movies.