If anyone has seen the 2nd of the most recent batmen, they’ll
remember the end portion where Batman puts on a special pair of glasses which
shows him video of his surroundings. He
can then use these as virtual reality glasses and see through walls and such instead
of having to use his actual eyes.
Arnold Schwarzenegger in the Terminator movies had a similar layout in
his viewscreen. Now you can too.
One of the next generations of content delivery appears to involves the
future of optics… transparent glass and close proximity to our eyes. This is most visibly today in cars
windshields, which can reflect speed and other information about your driving,
and with a new pair of ski goggles which shows you where you and your friends
are. The military has been using such technology for its air force pilots for a
long time, whereby it gains information
by where on the screen the pilots eyes are looking. It would not be hard to imagine these coming to
everyday eye glasses or other.
These items are inherently mobile, inherently personal and offer some
new challenges and opportunities for marketers.
One advantage is that in real time
the marketer might have access to a viewers line of sight dependent upon what
exactly they are looking at. This could
be geography based, if a viewer is looking towards a certain storefront or a
car is passing by a certain store with a special deal. The adds could also be subject matter based
(if the viewer is looking at a dog, for example). The potential to present information directly
relevant to what the viewer sees in real time will be a reality. A challenge is that there will be reduced
screen size, as there is less area for marketers to use without blatantly
distracting a user.
Ultimately smart optics will allow for an entirely new medium of
content delivery to a user and will have significant implications for marketers
in how they are able to gain access to their target segments.
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