CGM & "Incidental Product Placement"

While the web is loaded with explicit "feedback moments" centered around brands, in most cases brands references are incidental, or merely dot the backdrop of the broader commentary.  This is especially the case with online photo or video sharing.   When a brand shows up in the context of a photo or video, without design or intended advertising effect, I call this "Incidental Product Placement."   And like all CGM, it acts like advertising, although the persuasive elements are far more subtle when the brand exposure is incidental and merely dots the backdrop. With the proliferation of photo and video sharing services, expect to see popular or emerging brands rewarded through "Incidental Product Placement" and less favored brands snubbed by silence or the absense of any visibility.  It's also entirely likely that advertisers will attempt to work "Incidental Product Placement" to their advantage, encouraging consumers to wear or use branded products when they take ordinary photos or make videos.  We're already seeing some abuse in how ostensibly ordinary photos are being tagged increase the "advertising effect," but such tactics inevitably will face consumer backlash and scrutiny.