The practice of product placement is a popular marketing practice based on welldeveloped concepts and a large body of empirical results. This paper identifies an emerging gap in the literature caused by the increasing adoption of post-PC devices for video programming and the maturation of interactive and digital video technologies, and specifically hypervideo. Hypervideo is an interactive technology which allows viewers to click on elements within the video and navigate to retrieve further information associated with that element. This paper proposes that hypervideo extends classical product placement along two dimensionsinteractivity and time.Building on the existing theoretical base synthesised by Balasubramanian, Karrh and Patwardhan (2006), this paper proposes that interactive and retrointeractive hypervideo-based placement may (1) overcome some of the limitations of traditional product placement, (2) enhance execution variables and therefore, (3) enhance key message outcomes positively. The paper expresses those changes in the form of propositions, which will need to be tested empirically. Based on these propositions, the authors advance a research agenda to address the gap in the existing literature.