The first generation of virtual product placement has tended to be built upon sports arenas where the geometrical dealings of camera and the exterior of the flat area onto which the billboard is projected, can be calculated with no difficulty. Second generation of product placement or dynamic product placement is more focused on commercial products. Third generation of virtual or dynamic product placement permits targeting of customers with different products that can be energetically switched based upon, for example, demographics, psychographics or behavioral information about the customer.

Virtual product placement implements computer graphics to include the product into the program after the program is absolute.

As of 2007, a new trend is rising in product placement, the development of abilities that permit dynamic or switchable product placement. Formerly post production tools have permitted one time introduction of new product placement images and billboard advertising, for example at baseball or hockey games. As of 2007, new startups are providing or developing the ability to switch product placement.