Google may currently have no plans to insert advertising into its nascent Glass product, but the patent the company was recently granted for “pay-per-gaze” technology hints at an ad platform that elevates pay-per-engagement to a whole new level.
While Google has played down the notion of rolling out anything soon (it will take years until Glass builds up enough users to make it worthwhile), marketers can’t stop buzzing about the possibility of paying for ads in the physical world based on user engagement and reactions. The patent even details how a device like Google Glass could infer a user’s emotional response to an ad — whether they were happy, sad or indifferent — and adjust pricing accordingly.
But Google Glass is just one of many connected devices that could transform advertising. Wearable gadgets like Nike FuelBand and Jawbone Up send data on our activity levels, sleep schedule and more to the cloud, so it’s not hard to imagine a world in which ads are targeted based on health across each platform we engage with. Not getting enough sleep? Here’s an ad for Red Bull on your Internet TV!