In a world in which we feel more hyper-connected, we have, in many cases, become more disconnected from the world around us. Wearable devices give people access to insights in a more seamless way, acting as extensions of themselves. Rather than having to look down at a screen to read or type in a query to search for something – the information people want is available to them and readily accessible via simple voice command. The smartest of the wearables, like Google Glass, provide a deep level of personalization to ensure the value (and relevance) of information.

Last week, Google gave anyone in the U.S. a one-day opportunity to purchase their very own Google Glass. I signed up.

Today there are over 200 wearable devices available -Google Glass, Pebble Smartwatch, Nike Fuel Band, etc. By 2017, wearable device sales are expected to hit 64 million units worldwide, according to eMarketer. These are smart, connected devices that will enable the increased consumption of media and accelerate the ability to share information. Cisco expects that over the next four years, wearable device connections will increase more than 704.5%.

As new screen-based wearable technologies become available, what will this mean for the media habits of consumers who already consume 90% of their media through screens?

We are entering the next stage of innovation and technical evolution where more of the world can be all around us. My experience with Glass shows it can augment our realities and enhance our media consumption experience.

Once the price comes down to consumer-friendly levels, Glass has two main challenges to overcome to get widespread adoption and long-term usage:

• Social perception – Glass is geeky cool, but it stands out and you would look different. People in public will stare, your wife may mock you, and your kid may say “you look like science.” Increased proliferation will open the door for acceptance.
• User experience - The interface, the navigation, the pairing with your phone all require some getting used to, and could be improved. Continual software and hardware updates will open the door for the “I can’t imagine my life before this” experience.

In my experience, finding value in my Glass comes down to context -- the context of the world around me, the setting that I am in, and even what I was doing and what I will (or could) be doing. Consumer engagement at any level requires some type of value exchange. For advertisers to find success with Glass, brands need to take advantage of utilizing the user's location to drive engagement and real-world action.

While Google has stated that it will not allow advertising in Glass or its apps (aka; Glassware), some brands have already created their own apps that rely more on an experience than a traditional ad unit to bypass advertising restrictions. See Kenneth Cole’s Mankind campaign. In an industry that loves buzzwords, we may embrace the Native Wearable Appvertising as the newest, shiniest object.

Is it time to start shifting towards a Glass First strategy, thinking about the 6th screen, or talking about the death of non-wearable mobile ads? No, but if location and proximity mean anything to advertisers or brands, this is not a technology to brush off. Understanding the device’s utility for consumers and identifying the opportunities to create more relevance to a consumer’s surroundings can unlock the key to success. I plan to explore more possibilities of what Glass could mean for the consumer experience and identify opportunities for brands to engage with prospective customers through wearable devices such as Glass - what is novelty versus what is utility. I’m looking forward to talking about what the future could look like and how great it will look on you.

Looking back at the geek mecca known as SXSW, I’d like to reflect on what marketers can take from this experience. For me, the main theme centered around Data and four interrelated areas: privacy, contextual, self-discovery, and visualization.

Privacy

As we become more connected than ever before and more data is being created, privacy is becoming increasingly important. Julian Assange and Edward Snowden took the headlines with their (video) talks about WHO can access our information, HOW that information/data can be used, and WHAT we should be sharing. This applies to the digital advertising world in how marketers target consumers and what personal information they are collecting. With consumers continuing to take their privacy seriously, marketers can show value and maintain a sense of openness and transparency in how they utilize consumer data.

Contextual

The Echo Nest (now a part of Spotify), gave a brilliant presentation about how it maps music to geographic, demographic, and psychographic parameters to help music services recommend songs and artists, and keep people listening. It utilizes hyper-local location and time of day to map out where someone is and what they are doing to make better recommendations. While advertisers may look to similar data sets for traditional digital marketing, this could be a new way to utilize context.

Another separate development discussed is the rise of beacons to bring more relevancy and information to consumers while they are in a physical location. MLB has 20 beacon-enabled ballparks so fans receive game information and offers as they walked through the gates or past concession stands.

Self-Discovery

As consumers become more aware of the data available, they are discovering ways to be smarter about the world around them and themselves. Wearables were massive at SXSW -- the sessions and the individual conversations I had with people covered the utility of newly harnessed information that wearables can bring to a consumer. With smart watches, glasses, rings, shirts, shorts, socks – there are major opportunities for brands to align themselves in identifying how value can be created with this new data. We may soon see branded wearables and sponsored apps.

Visualizing

One of the key aspects for wearables to bring real value to consumers (and marketers), is how they help visualize the data, especially when it came to 3D. HBO’s Game of Thrones’ Oculus Rift experience made folks feel like they were ascending the Western Wall. Perhaps a brand like Coca Cola could create an experience that puts you in the stands World Cup, or maybe Nissan could create the experience of driving the latest Z sports car.

Another way data can be re-imagined into a physical realization is with the 3D printed candy. It may be a novelty today, but imagine what 3D printing could mean when it’s in homes across America (and moves beyond bad tasting 3D sugar cubes). Maybe like 3D printed Oreos? Yes,  Mondelez tied-in to SXSW by letting attendees 3D print Oreos with flavors inspired by trending Twitter topics. The 3D printing opportunities weren't just limited to edible items. We saw other physical objects, from actual people being scanned and printed (in miniature forms) to full size, fully functional guitars. There are limitless possibilities and I expect to see rapid adoption and more amazing creations.

The Future

A session with Biz Stone and author Steven Johnson captured my sentiment on all the innovations I experienced at SXSW. They spoke about two great innovators -- Alexander Graham-Bell and Thomas Edison, and how neither of them saw the significances of their own inventions. Bell believed his telephone would play music for someone far away, and Edison thought his phonograph would record/play back conversations to be sent to someone far away. Both were wrong, and backwards. As we look at what is showcased at events like SXSW, the best part is imagining how they will evolve into something even greater.