Google Glass Patent will Revolutionize Advertising

google patent imageGoogle, like many companies, invent and patent new technologies and purchase others patents. The patent discussed below is entitled Gaze Tracking System and is patent #8,510,166. They also purchased related patents as well. Links to relevant articles and the patent itself are below.

As a computer science major, programmer, and a patent attorney, I used to write and prosecute these types of method patents. As an entrepreneur that used to have a banner and email network, I particularly like this patent and the implied uses. Check out the first claim, if you read just what I bolded below it may be easier to understand.

1. A method comprising:

receiving scene images from a head mounted gaze tracking device capturing external scenes viewed by a user wearing the head mounted device, the scene images received at a server via a network;

receiving gaze direction information from the head mounted gaze tracking device along with the scene images, the gaze direction information indicating where in the external scenes the user was gazing when viewing the external scenes, the gaze direction information received at the server via the network;

executing an image recognition algorithm on the scene images to identify items within the external scenes viewed by the user;

generating a gazing log tracking the identified items viewed by the user;

performing latent pre-searches on at least a portion of the items viewed by the user to generate latent search results, wherein the latent pre-searches are automatically triggered while the associated items are in the user’s peripheral view and without affirmative requests on a per search basis by the user; and

caching the latent search results.

It sounds like they will determining what you are looking at, save that information, and then display advertisements based on what you are looking at.

Capture Your Emotional State and Advertise to You!

This is great stuff, the kind of things that advertisers dream of. Take a look at this diagram and the process they describe. They intend to receive pupil dilation information from the glasses. Then they will infer your emotional state while you view things. They will then store your emotional state and store what you were looking at.

patent image 5b

What does this mean?

Over 13 years ago I had a company and we had email lists of individuals interested (they opted in) in various topics. For instance they may have opted in to receive deals and information about sports, or business, health, and many other topics. We knew how many emails they received, in some cases whether they opened them or not, and whether they clicked on links. Therefore we were able to gauge a persons interest in certain types of advertisements on many different levels. There is what they say they are interested in, such as sports. Then there is their behavior such as clicking a sports related link, or a link related to something else. Often times behavior is very different than what someone says.

That is where this patent becomes so interesting. Imagine if an advertiser could say the following and advertise only to this subset of people. “Google, I would like to give an advertisement to everyone who looks at a red convertible car and they like the red convertible car, or even better if Ford says I want to show an advertisement to everyone that likes a red convertible Mustang as it drives by.”

EXAMPLE 1:
The google glass process identifies that person 1 sees a red convertible Mustang but based on pupil dilation it is determined they do not like it, therefore no advertisement is shown. But person 2 that sees the car is shown an advertisement for a local Ford dealership showing a red convertible Mustang and lease terms, as well as the fact that the dealership is only .6 miles away and has a deal for this weekend only.

EXAMPLE 2:
A person wearing the glasses sees a red mustang convertible and their pupil dilation shows they like it, then Chevy shows a red convertible Camaro with lease terms at a local dealership.

Honestly, the list goes on and on.

* the examples above are my own interpretation of how it may be used, I could be completely wrong

Purchasing Related Patents

Per the Reuters article Google has purchased additional related patents to protect their advertising. “Taiwan’s Hon Hai Precision Industry said it sold Google Inc part of a patent portfolio involving the superimposition of virtual images on real-world photos.”

Revolutionizing Advertising

Assuming there is a large enough group of people wearing google glass or related technologies, this type of “right ad at the right time” could be just that much more effective.


References and Good Articles
U.S. PTO: Patent # 8,510,166
Google Patent Search: Patent # 8,510,166
Reuters: Google buys patents on virtual image technology from Hon Hai
NY Times: How Pay-Per-Gaze Advertising Could Work With Google Glass

Hootsuite Manages Social Media and Raised $165 Million

Hootsuite is in the social media management business. They help you manage your profile across multiple social platforms. You can monitor terms and essentially watch and interact across those platforms from one simple dashboard that they provide. But that is not all they do, that is what they did when they raised $20 Million. Revenue is generated on subscription fees, or what I believe they call their license fees to individuals and enterprises.

Now they Raised $165 Million in Round B
hootsuiteBelieve it or not, they have now raised $165 Million and are going to branch out into the social advertising space. That may, and will probably, be a much larger market than they currently play in. They have more than doubled their workforce this year.

Congratulations to Hootsuite and their ability to rise about the competition.

Google Enhanced PPC Campaigns

On July 22 Google AdWords will have a significant change which will apply to everyone’s AdWords campaigns. The change is called Enhanced Campaigns. They have been available if you wanted to choose them since February 2013. However on July 22, 2013 they will be mandatory. Here is the current state of campaigns and the enhanced in a nutshell:

Currently, and soon to be in the past, you would create separate campaigns for the various locations, devices and time of day. However now you will be able to manage all of these various items in one single campaign.

Here are two articles I found useful:
Best Practices for Google Enhanced PPC Campaigns

Google Enhanced Campaigns and the Future of Targeting

Here is the Official Google Enhanced Campaigns Page:
You can download a Google whitepaper which explains the enhanced campaigns and how to use them, I recommend it highly: Learn More and Download the Whitepaper from Google Here.

Great Marketing Reads for the Weekend

Two reads that I thought were interesting and would make good food for thought this weekend. One on marketing and big data, a must read, and another related to Pinterest’s new features. Enjoy.

Big Data and Marketing
Here is an excellent article written by Adria Saracino on ClickZ entitled Data Shows ‘Big Data Marketing’ Is a Growing Field. Here is part of the preamble of her article as a teaser, it’s a great read and she put a wealth of information in there:

But don’t let the term “big data” mislead you. Numbers and stats are useless without a host of people to organize and draw meaning from the raw data and turn it into products and campaigns. This process requires a unique combination of the creative, analytical, and interpersonal skills so often siloed into different departments and job roles. As big data rises, so, too, will the need not just for data scientists and architects but also for big data marketers, who can draw insight and inspiration from the stats and target consumers accordingly.

by A. Saracino in here post here.

Aha – Pinterest is Adding Some Revenue Generating Features
Good for them. Here is an article on Entrepreneur.com entitled Pinterest Pins Will Promote Product Pricing, Availability and Retail Location by Jason Fell. It is short but note that it also links to their post about the top 10 ways to add Pinterest to your marketing strategy which is also useful and printable.

SocialBakers and Social Analytics

marketing analytics socialbakersFor those of you in the social media space you may already be familiar with socialbakers and their suite of products. However if you are not I encourage you take a look. I am in no way affiliate with them, I just came across a story recently that referenced Facebook statistics and their tracking of them. Here are their public Facebook statistics, you can choose the time period and a recent article quoted them showing that Facebook had lost 8 million U.S. users over the last 6 months.

Analytics
Their analytics product allows you to track statistics for Facebook, YouTube and Twitter. You can view fan growth, engagement rates by day of week and more. You can also benchmark your performance against those in your same industry as well as an analysis against competitors. Another feature to help you promote your business even more is to look at the key influencers for your brand. There are more features you can use.

Managing Accounts
You can also use their Builder Pro application which allows you to manage multiple accounts on one page. You can also track your competition and watch what they are doing in real time. I suggest you take a look at socialbaker, they may just make your life easier.