Pay-Per-Gaze: How Google Glass Could Affect Paid Ads

We’re all hearing the noise around Google’s Glass. And if we were to fully accept Google’s ad campaign we would believe that the brave new world of Google’s Glass will be run by nerds and smoking hot women, just as fashion changes to that of StarTrek. But let’s try to see through the hype, as well as the Glass.
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Model wearing Google Glass

Model wearing Google Glass


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Another Model wearing Google Glass

Another Model wearing Google Glass


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That's 3 models wearing Google Glass

That’s 3 models wearing Google Glass


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Terminator Google Glass

Terminator Google Glass


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Sergey Brin Wearing Google Glass

Sergey Brin Wearing Google Glass


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Geek wearing Google Glass

Geek wearing Google Glass


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The implications of the technology are more than skin deep. Marketers – ‘Eye’s Up‘!

The Technology

Google Glass isn’t a one way technology. Google are pushing the user benefits of having augmented reality, the capacity to take photos and videos without a clumsy handset. As well as being able to access useful information using voice commands.

Look into my eyes

What Google aren’t publicising as highly is that while you are looking at Glass, it’s looking right back at you. Monitoring eye movement, dilation and focus. This has obvious privacy implications and what they could do with that data is mind boggling. But for now we will stick to its effect on advertising.

Google Glass Gaze Tracking System

Google Glass Gaze Tracking System

The Effect on Ad Creation

We’ve all seen the Google search results heat map. And if you haven’t don’t worry because here’s one they made earlier.

Google result heat map

Google result heat map

For years Google has been trying to understand how users interpret their results before clicking on them. While heat mapping with cursor and eye movement studies have pointed them in the right direction and have been relatively accurate in expressing what part of the page people engage with, it’s nothing compared to what eye tracking millions of individuals could do to the way they display their ads and results.

It’s a long way off and probably a few heated legal battles will ensue, but Google Glass could revolutionise the ad industry as we know it.

Quality Score
Imagine a world where your ads are measured by the emotional response to the content. Not just how it matches the keywords on the page and how many people clicked it. Badly written ad copy or pictures of Miley Cyrus could cause your ad to plummet in quality score.

Ad Prices
We thought it was bad when Google introduced first page bid prices. Ads based around emotional response would make this look like a blip.

Ad prices could rocket for those who don’t have the creative talent and as for small businesses, well, you can forget it. We’ve all seen the state of account setup but the owner of a business who’s mentality was ‘this isn’t so hard’. It will certainly bode well for agencies and in-house PPC managers who know what they’re doing. But for those who are winging it and muddling along it’s maybe time to think about seriously upgrading your skills or getting another career.

You’ve Got Time

Google has no plans to introduce ads to Glass any time soon. Just keep it in the back of your mind that one day you are going to need to seriously up your creative skills to induce a strong positive emotional response when someone reads your ad.

Here’s a different way to look at this patent: it could be a huge PR stunt by Google. With that in mind don’t go running away telling your boss the end is nigh and we need a new paid search strategy (like some have done with a certain Google +1 post).