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Agencies vie to dream up lucrative uses for Google Glasses

Agencies vie to dream up lucrative uses for Google Glasses

Art directors and other creatives in online advertising agencies have been rising to a new challenge: think up some enticing new ways of using Google Glasses. If Google CEO Larry Page liked the idea, he would award the lucky innovators a pair of the eagerly anticipated Glasses. An art director’s challenge  On a more serious note, the search leviathan is adamant that it doesn’t want display ads on the device, an embargo which is exercising the minds of art directors, copywriters and account managers far and wide. Just how can this technology be used in marketing? One possibility hinted at by Google at the recent I/O conference was the development of branded apps – a number of media outlets and social networks like CNN, Elle, Facebook, Tumblr, Twitter and Evernote are already reported to be building them. According to Ad Age, the challenge for agencies was succinctly summed up by Razorfish CTO Ray Velez, “We need to figure out how to make a digital experience on Glass that’s not an ad.” Velez believes that Glass can be used to encourage interactions between a brand’s community members. But much is up in the air at present – Google itself isn’t clear…

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