Last Friday, with about 200 other people from the Irish digital media and marketing industry, I attended Google’s ‘Think with Google 2013’ event at their newest facility – the Foundry. While their new convention facilities are admittedly smart and the presentations were good, the highlight of the day for me was most definitely getting the opportunity to road test their new Google Glass headset.
A simple headset in appearance, it uses prism screens to project query data in front of the viewer as well as providing a range of functions including a camera, video recording, translation, and messaging.
First released to a small group of developers earlier this year who had the opportunity to enter a lottery to buy one at $1500 – Google has now recruited over 10,000 individuals in the US to beta test the headsets. As official ‘Glass Explorers’ this group are currently feeding back on functionality and their experiences to enable Google to make their final tweaks and refinements before releasing it to the general public in early 2014 (exact timing to be confirmed). No price tag has been advised just yet but online rumours mills have it retailing in the region of €300-€600.
During Friday’s event, a small and admittedly pretty excited (though we tried to play it cool) group of us got to spend about 5 minutes each with the headset. Though not enough time to really get to grips with the device and test out the entire range of functions, it was enough time for me to quickly learn that:
There is a lot of talk within media and technology circles as to what degree consumers will use these types of headsets and if realistically people will wear them out and about on the street. A lot yet depends on how developers respond to the challenge of the device and what applications are going to appear that will make it an absolutely essential tool for everyday life. For example, Field Trip – a local discovery app, has just released an app for Glass which allows wearers to scan interesting information about what they are viewing around them. There are also questions marks around consumer privacy that need to be ironed out.
There are no advertising opportunities currently within Glass but personally think it is inevitable that these will begin to emerge, most likely after the device has reached critical mass in terms of audience reach. There has been talk of a ‘pay-per-gaze’ advertising model whereby Google is rewarded when the screen is viewed for X period of time but as yet nothing definite has been advised directly by Google.
And as to, would I wear it myself? Well, thoughts as follows:
Fiona Gallagher is the Director of Digital Strategy in Mindshare,
the media buying agency of the DDFH&B Group.
RT : Lovely work from in
RT : One of our most popular ads already, welcome to in the 70s!
RT : Something a little different for this time. Well done Gav & Leo :)
RT : Congratulations to and on winning the Craft Award for Copywriting.
And our third of the night is a bronze for EuroMillions with in the Best Art Direction category!
And it's a silver next for ourselves & for best FMCG/Retail for Money Multiplier !
First award of the night, is a bronze for Money Multiplier in best digital marketing campaign!…
Direct from SXSW 2017 this am with in the Poetry Society
Our new stings for sponsoring One Born Every Minute UK, directed by John Hardwick launch toni…
Amazing shoot and production experience with John Hardwick &
RT : Congrats on being shortlisted for your campaigns 👍👏👏
Delighted with our nominations for for . Now for cake!
Beautiful sunset in last night 🎬
You're all your baby needs with love from & all of us 💕💕💕
A short letter from our partners in honour of yesterday. Have a read :)
RT : Our study shows an increase in awareness…
Congrats to all shortlisted for 🏆
RT : Congratulations & on winning Best Creative for Money Multiplier at …
Ready to go here launch. Class setup
Did u see Shane Griffin ? Bet you didn't realise all the behind the scene on this ad!
Day two 🖌
RT : did it aga…
RT : Final round! The Best Creative winner is & for Money Multiplier …
Silver for best in retail and consumer goods 🏆🙏🏼✌🏻️
Bronze for best app/best use of mobile
Outdoor Retailer buck the trend on Black Friday, closing their doors and asking people to …
A great pop at Trump from Mexican microbew . Hiding in plain sight
RT : Thank you to the great and attentive audience. All the best to Dublin. Hope to see you soon!
RT : . is the winner of Best Rated - Large Format, congrats! Creative: Media: …
For the week thats in it presented this simple and fun use of Snapchat by Gatorade around the SuperBowl…
Thanks again to and for all of your help, hard work and inspiration this week 🙏💕…
Great session with , Chief Development Officer for Europe for on being a brilliant agency…
Our very own showcases campaigns from Latin America & beyond that show size & scale is no barrier to outstand…
Thanks for the shout out - the open invitation for all of us to come to is really too kind…
The lovely , JWT Chief Creative Content Officer kicks off - a week of inspiration from our global creative family
RT : Lil treat for
Roll up, roll up! Its Agency Week! JWT's greatest global minds, the very best has to offer and countl…
Live from the Conference this afternoon, awe inspiring speakers so far.
RT : It's not too late to get a jump on 2017. The ten words you need to know this year:
RT : Congratulations micheal You are a finalist DMAs
It's time for the much coveted Bonnie Baby Xmas Competition in DDs! Beautiful decorations on the Christmas…