With Google Glass getting more press coverage, gaining interest, and steam, I have to assume this product will gain critical mass at some point in the next year or so. When that happens, advertisers and marketers will want to advertise on the screen and we will of course have to measure those advertisements.
So with that, will we have new metrics to measure against? Share of Eyeballs (SOE)? Share of Field of Vision (SOFOV)? Will we want to measure time looking at the ad on the GG screen? Similar to the Pay Per Gaze articles that are appearing, perhaps we could measure how much time is spent looking at an ad and combine that with how many people saw the add out of the potential people that could see the add to get a % of potential. It's another version of the GRP. Maybe a GGGRP? Or a Visual GRP? Not sure but it leads to more the more interesting question: Assuming that ads appear on this new screen, and this new screen gains critical mass, how do we optimize the ads? Presumably we would have all of the geo-targeting and geo-fencing capabilities that exist elsewhere and other basics such as connecting to previous behavior based on a login (or cookies?) but where does it stop?
Can we target an ad based on an object that a person is looking at with object recognition? It has a microphone so can we target an ad based on ambient audio? For example, could the advertiser promote the "hangover pill" if Glass senses that a person is at a party, it's late and it's recognized a lot of solo cups?
Could we incorporate location as well? If you're on vacation in NY and at a party in Chelsea, there could be an advertisement around events that start later in the day the next day for example. The possibilities are seemingly endless.
Maybe somebody has already posed this question. I admittedly didn't run a quick search to find out. But I think it's interesting enough to ask again.
Thoughts?
No comments:
Post a Comment