Google has applied for a set of patents relating to its ground-breaking Glass project, which could allow the search giant to launch a revolutionary new “pay per gaze” advertising platform.
A ‘pay per gaze’ advertising system, according to the patent document, would see advertisers charged based on how many times people using Google Glass have actually looked at their advert, whether it be online on the Google Glass web browser, or offline using eye-tracking technology.
The patent file states: “Pay per gaze advertising need not be limited to online advertisements, but rather can be extended to conventional advertising media including billboards, magazines, newspapers, and other forms of conventional media.”
According to the patent files, Google are looking to implement this “pay per gaze” advertising platform using a number of different billing thresholds that depend on a number of factors, including whether the user looked directly at the advertising item, looking at it for a specific period of time, and the inferred emotional state of the user whilst/after viewing it.
Additionally, the patent continues, “the inferred emotional state information can be provided to an advertiser (perhaps for a premium fee) so that the advertiser can gauge the success of their advertising campaign.”
Of course, Google already operates a similar model in its online advertising platform, with the Pay Per Click service. With the rapid advancement of digital technology providing more and more advertising avenues for brands, the focus now is not only on developing new and innovative advertising strategies, but also on making these strategies as efficient and cost-effective as possible.
What do you think about Google’s latest advertising idea? It is a natural progression for the advertising industry, or is it too intrusive?