Product placement in online-video is becoming increasingly common. Online agencies are specializing in linking online-video producers, which are normally individuals, with brands and advertisers.
In some cases, product usage is negotiated rather than paid for. Some product placements provide productions with below-the-line savings, with such products as props, clothes and cars being loaned for the manufacture’s use, in that way saving them purchase or rental fees. Barter systems and service deals are also usual practices.