Google Glass is another way for users of interactive products to "second screen," in addition to the constant stream of media they receive through their smartphones. Because it is constantly in the user's line of vision, though, advertisers want to use this new tool as a more consistent way to get their products into the minds of the consumers.
AdWeek explained that "experts predict this new product could be a game-changer along the lines of the iPhone" because of its constant interactivity. For advertisers, this means that they will be able to open their marketing to a much larger audience, on a much larger scale, and at a much more permanent rate.
Ian Shafer, CEO of Deep Focus, described the product as a way to get information "out of thin air," which is a very appealing feature to advertisers. He continued, "When you think of things we are accustomed to getting from our mobile device, this is even more immediate gratification from an information perspective." Shafer explained that the immediacy of the information reaching the consumer is reason enough for smaller or new companies to use the product as a means of starting the marketing of their own product or service.
Though the product's estimated market price—around $1,500—may be an initial setback, there may be other consumer concerns as well. Lindsey Holmes, CEO of LCH Business SM & Tech said, "I have practical questions...what if I already wear glasses?"
Once the product's kinks are all worked out, though, it looks as though it will be an idea platform for a new era of advertising and marketing.
