Google Glass: A Game Changer?

Google Glass, if you haven’t heard of it already, is Google’s experimental new invention that is causing quite the ruckus in the tech world.  Glass is a wearable computer with an optical head-mounted display (OHMD).  It works through somewhat of a smartphone interface, but in a completely hands-free format via voice control, other than the small touch pad on the side of the head-mount.

Many will go out and purchase this fine piece of engineering, as soon as it’s available, to be used as a versatile and revolutionary tool in their everyday life.  Others will want it just to have the latest high-tech toy.  If these things really start to take off, then you can imagine it will be the “smartphone revolution” all over again.

The new device has already been turning some heads in the advertising industry.  Many people in the industry believe that there will be a huge opportunity to take advantage of what they are calling a new platform in advertising.  Is Google Glass going to be an advertising game changer?

googleglassPay-Per-Gaze Advertising, have you ever heard of it?  No one has! Google recently patented the new format of advertising.  So what is it?  Pay-Per-Gaze technology tracks how many times a consumer looks at branded content, whether it be online, on TV, or glancing at a poster or billboard while walking down the street.

The technology also may have the potential to measure how people react emotionally to ads that they see, creating very valuable demographic data.  This data, with everything in this world, will have a price tag that Google will have the utmost freedom to set.   It’s a dream come true for Google and it’s wallet.  For more about the importance of this kind of data, check out this article on AdAge.

Putting business aside, how is this going to change advertising creatively?  How are ads we see everyday going to adapt to this new technology?  Whether it is Google that takes advantage of this technology, Apple, or some other new company that develops a similar product, surely we will see a shift in the way we advertise.

What are ads going to look like? Will they be loaded right in front of you in a “cyber ad space”, or will they notify you when you are next to them and give you the option of looking at them or not.  Here are a couple examples that might realistically represent would future advertising may be like with Pay-Per-Gaze.  Digital ads could pop up in a smart glass wearer’s view depending on what real-world scene he or she is gazing, or advertisers could deliberately replace real-world ads in a wearer’s vision with virtual ads, the possibilities are almost endless when you are constantly looking through a screen capable of displaying virtual-reality advertisements.  How long until they work this micro technology into our prescription contact lenses?  Then maybe our world will be more like this:

With this new technology, comes a boatload of new privacy issues.  It is seemingly obvious that with all of the recent NSA “big brother is watching you” chatter, that something intrusive as “reading your emotions” when you look at an advertisement might come off as a negative feature.  If this scene from Minority Report creeped you out, then you are definitely not alone.  There are plenty of people out there that don’t exactly like the idea of this.

So what do you think?  Is Google Glass just too intrusive to take off?  Or is this the beginning of a whole new world of advertising?  Is this idea really that absurd of a concept to grasp? Or is Google just ahead of the curve?

Rob Bauer

5 thoughts on “Google Glass: A Game Changer?

  1. When I watch older movies or even TV shows i see how they speculated what technology would be like in the future. Even shows Like Star Trek: The Next Generation used devices similar to the tablets that re famous now in their shows. This post reminds me of how the ideas of how are future will be have now become a reality. These glasses are straight out of a Sci-Fi movie and into reality.

    With these glasses coming on to the market I foresee new avenues of advertising, like virtual advertising. Companies could possibly bid to by out eyewear manufactures in order to capture the advertising aspect to eyewear consumers, where as they walk down the street, ads for businesses along their path would pop up.

    I also see practical applications too. Since these glasses are a product of Google, i could see Google virtual maps in the glasses so while your trying to find your route, driving or walking, the glasses will direct you there.

  2. In my opinion I don’t I feel like it’s too intrusive to take off, unless Google doesn’t put any restrictions on it. I think in order for Google Glass to be successful, Google has to make clear what the goal of their product is, and put restrictions on certain things like privacy. If Google sits there and just lets Glass become an advertising giant that has no restrictions, then the intrusive factor will come into play and I believe it will backfire on Google. I believe Google is ahead of the curve, but like I already said they have to be extremely careful with Glass, and not let it turn into this intrusive piece of technology.

  3. Advertisement with Google Glass always makes me think of the JAWS 19 ad in Back to the Future Part II; Marty is walking down the sidewalk when, out of nowhere, a giant shark “bites” him to promote the movie. I see advertisements popping up in your field of view as the same idea, and to me, it’s intrusive. If you can’t walk down the sidewalk without ads coming at you in all directions, hoping to lure you in, then I don’t see the product as working. If a few ads come up here or there, or if the ads for stores and restaurants are based off your prior preferences, then I could see the product working, but only it’s regulated, like Tyler said.

  4. After seeing the introductory video a year or two back, I was very excited for the possible things that could be accomplished with Glass. However, if something like the equivalent of popup ads where used with it, I don’t see myself buying down the road. Assuming it’s $500-1,000, why should I have to endure ads? I can understand using a free app which has ads in it, but having ads built in with basic use of a product is extremely frustrating.

  5. Honestly, I could see this becoming the largest mechanism for researchers. Those advertising dollars will be well spent with this product, but I see it as making it too soon for consumers. There are some issues at stake here. For one thing people who have prescribed glasses and contacts may cause more damage or be a hassle for those who can’t wear it. Another reason is the psychological aspect, I would feel as though I wouldn’t have control of my own mind anymore. Once they “tap” into my brain then there is no going back…For example, if I was thinking McDonald’s, that’s nice and greasy, I would get very annoyed if a Subway commercial popped up on my glasses. It would subconsciously distract my thoughts and make me “feel” as though I have to choose the other company over the one I truly want. I think these glasses are sweet but, I would have to wait a bit to see what good of use I can make of them.

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