Google Glass: A drastic change for advertising?

Google Glass has not yet been released and sales of 30 million units are expected in the first year after the launch in the U.S. alone. How will this new Google platform impact advertising?

Traslated by : Celeste Martorana
glass.google.publicidadGoogle Glass is a platform that works across applications as mobile media does, the difference is that it is "hands-free" and is directed by  voice commands. By just saying "Ok Glass" the device starts operating and one can record videos, transmit them “live" online, take pictures and whatever one can imagine to be done through applications.

Univision has recently published that a sexual app is already being developed. In addition, Tourist’s apps are also being developed, where information on what you are viewing at the time you are viewing it is provided.

So, does the way to do advertising change?

google.glass.publicidad
Google has developed these glasses as devices where users reactions can be  measured through their pupils. A tracking sensor can gather data on the outcome of advertising through users dilated eyes at the time they see or hear the advertisement. Pupil’s size increment or retraction would be providing positive or negative result towards an advertisement.

But not only through this dilated eye sensor does Google plan to sell advertising contained in its glasses. Advertisers may obtain data on how many times a particular ad was seen by a user, for how long, and through which media platforms.

Read the article in Spanish 


Carolina Re (@CaroVsCaro)

Senior Researcher/Writer, @CarovsCaro Carolina has a degree in Communications from the University of Buenos Aires, Argentina, and joined the Portada team in 2010. She is currently Editor of Portada’s Spanish-language website and print magazine. in addition, she oversees Portada’s English-language website about Latin America and also has a leading role in compiling Portada Databases. In other words, she is very busy. But she loves it! Carolina has published articles in various independent media, as well as in books and social science magazines in Argentina. Carolina enjoys reading all kind of books and watching independent movies.

MORE FROM PORTADA


The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

The 5 Most Pressing Questions About Influencer Marketing Answered by Band of Insiders, Best Buy, Bimbo, and Pepsico

During the seventh edition of the #PortadaMX summit, experts in Influencer Marketing took the stage to discuss best practices surrounding this elusive but undeniably effective tool to reach consumers. Vivian Baron, CEO and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico's E-commerce Subdirector José Camargo, Grupo Bimbo's Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders' Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity's Director of Business Innovation & Marketing Yamile Elias.


Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts: Sears’ Future in Mexico Remains Bright, Implications for U.S. Hispanic Market

Experts tell Portada the downfall of the storied retailer won’t affect the Sears franchise in Mexico where better merchandising and e-commerce under the management of Grupo Carso, owned by Mexican billionaire Carlos Slim, have built the franchise into a big hit with Mexican consumers. The implications for the U.S. Hispanic Market.