• Ad Age, Wednesday, August 30, 2006 1 PM

The product-placement business is expected to jump 25 percent to $7.5 billion worldwide this year--and hit $14 billion by 2010, says a study conducted by PQ Media. But that growth is pushing some industry agencies to re-examine their business models. Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. Now, brand marketers seek "more effective methods to make important emotional connections with consumers," says Patrick Quinn, president of PQ. "Fear of ad-skipping technology, doubts about traditional advertising's effectiveness and declining government media subsidies have fueled a dramatic increase in the value of seamless brand integration."

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