Google’s Visual Search Technology Returns Branded Answers

According to The New York Times, Google introduced a smartphone application last year that lets users take photos of objects and get search results in return. The app called Google Goggles is now available on Android phones and the iPhone.
Google is now bringing this functionality to five national brands in an experiment to see how consumers use their mobile devices to search for more information from Buick, Walt Disney, Diageo, T-Mobile and Delta Air Lines.
When a person scans a Goggles-enabled Buick ad, for instance, the first result to appear is a mobile site with a video, a photo gallery and the option to find a dealer.
Yes, this sounds a lot like QR Codes, but with Google Goggles, one grabs the entire image for processing.
Here’s a video from Google explaining the technology:



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.