An “Augmented” Look Into the Future of Advertising

Last week Google unveiled Project Glass, their latest developmental project set out to design and build augmented reality eyeglasses. Google upload a video to YouTube entitled “Project Glass: One day…”, which shows viewers what Project Glass could potentially look like. Project Glass would allow you to communicate with friends, schedule appointments, get directions, take pictures, and even hold video conferences all by using the augmented reality interface and voice commands. While this technology is in the earliest stages of development, Project Glass has the potential to be a realistic and marketable product in the future.

While the announcement of Project Glass is only a week old, there is already concern about user privacy and advertisements. Google already uses search terms to customize advertisements, and are even beginning to push ads based on your location, so just how far would Project Glass go? Would advertisements pop-up in front of you if you are close enough to a store? Could marketers use where you go and what you look at throughout the day to better understand what type of consumer you are? The parody video below shows how pop-up ads with Project Glass might look if they were implemented:

While this idea of “forced advertising” seems a bit extreme, it’s already happening with several other projects. Twitter now adds Promoted Tweets to your timeline, which are sponsored announcements from businesses that merge together with the other tweets from people you follow. Pop-up ads are common with free Android and iPhone apps, and some applications even send ads as a notification. Amazon sells discounted Kindle e-Readers with “special offer” advertisements that appear on your screen. It seems that with every new piece of technology, the first idea that is addressed is how to advertise on it. With Project Glass, the possibilities for customized advertising are much more personal. How will marketers adapt to changing technology? Will consumers be willing to sacrifice their privacy and accept interruptive advertisements in order to use Project Glass? Only the future will tell.

-Hunter Wilson, Joshua Vester, Ashley Oliver, Molly Jacques

5 thoughts on “An “Augmented” Look Into the Future of Advertising

  1. In my opinion, the whole concept of “project glass” is down right disturbing and frankly …scary. At first, the concept really caught my attention and piqued my interest. It is definitely a need concept considering how futuristic it is, however, I would never hop on that band wagon if it ever became a trend. I believe that the Google parody would turn into accuracy, advertisements would be everywhere you go. I think the concept would strip away all privacy entirely. I don’t want businesses further finding out “why type of customer I am” more so than it already does. As an internet marketing manager at my job, I see just how easy it is to target an advertisement to a specific consumer or public. Although it is my job and eventually will become my career, there are a few things that I believe cross the line. Project class is one of them. I certainly hope the concept does not further its endeavor to become actuality if so, I believe it could drastically change the world we live in and the way we live in the world. The advancement of technology has already snuck up and surprised us in our generation enough, but this concept would push it over the edge.

  2. i found project glass to be very cool and futuristic. i think project glass would make my life a lot easier by organizing my schedule and allowing me to be hands free. When project glass is released i am sure it will be the coolest thing anyone has ever seen and everyone will want it. However, I think just like with every new technology that there will be flaws and that it will continue to improve. The downside to project glass is the advertisements. I do not think I would be willing to be constantly bombarded by tailored advertising daily. What i like about my phon eis that i can put it down and keep it out of sight whenever I feel I need a break> with project glass i feel like I would always be detached from reality. If i was using project glass i do feel like my conversations in person would be sifficult because I would have reminders, advertisings, and texts right in front of eyes blocking me from the person I am tlaking to. I get annoyed with pandora by having advertisemnets after every 5 songs. i get so annoyed that i rarely use pandora and that is what i see happening for me with project glass. I also found it weird that companys like taget and even grocery stores look at your buying habbits and advertise to you personally based on what you buy. I do not want this to happen more than it already is.

  3. This is the first time I have seen this and think it is a very cool idea. I could definitely see something like this being the next big technological advance. However, I am completely against advertising. I am someone who actually buys apps instead of downloading free ones just so I don’t have to ignore the advertisements all the time. It is very frustrating to me and after watching the second video I would not be able to handle that. I guess I don’t quite understand the pricing process but I would hope that goggle could make enough money off of the technology itself that they would not have to promote that form of annoying advertising.

  4. This idea of Google’s is absolutely mind blowing to me. They are taking technology to a whole new level and of course the worry of advertising on it is going to prevail. Personally, as cool as this project is, I would not be the first to buy this product and would probably wait to hear some reviews about the product. If I find out that my sight is going to be filled with advertisements for most of the day, I would be inclined to stay away from that product. So, if this is already a worry for consumers, then the problem of whether or not to advertise and/or how to advertise on project glass has most likely been a huge worry for the company. The point about the amount of advertisements already on Twitter and Facebook is a good point but everything is brought by the use of technology. If you don’t want to see any advertisements, I suggest staying off the internet in general.

  5. At first glance, interactive eyelenses sound like a futuristically brilliant idea. Yet, the blog brings up a valid point. With the invasiveness of advertisements today, how could we not think that we would also be advertised to based on what we view through those lenses? We would soon be innundated daily just because we went on a walk, or passed a store that Google thinks is applicable to the ad they want to show you. It is also important to think-how is Google funding the research and building of these lenses? Well, Google uses money from advertisements to give you the information you can find through them today, I can only guess that they will also being selling ad space for the lenses as well.

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