This study examines the development and transformation of product placement strategies from traditional media to digital platforms, addressing both theoretical and practical dimensions. Product placement refers to the strategic integration of branded products or services into media content in a natural and unobtrusive manner to promote awareness and preference. Initially emerging in cinema and television, this marketing approach has increasingly shifted toward interactive digital environments such as YouTube, social media, online games, and streaming platforms, providing brands with new opportunities to reach diverse audiences. Drawing on the Theory of Planned Behavior, the Three-Component Attitude Model, source credibility, and parasocial interaction theory, the study analyzes how product placement influences consumer attitudes, brand recall, and purchase intentions. The high-stimulus and user-centered nature of digital media fosters active audience engagement, encouraging stronger emotional connections with brands while reducing critical evaluation of marketing messages. This immersive interaction allows product placements to be perceived as more persuasive and enjoyable compared to traditional advertising. Particularly on user-generated platforms like YouTube, an invisible partnership emerges between content creators and brands, enabling seamless brand integration within entertainment experiences. Using a qualitative literature review, the study highlights how product placement affects consumer behavior across both traditional and digital media contexts, offering key insights for the future of marketing communication and the evolving relationship between media, brands, and audiences.