The hype behind Google Glass continues to grow, as tech bloggers scramble to test the new device and ad agencies become excited by its possibilities. After Google presented the public with the Glass Explorer program, in which early adopters had the chance to pay $1,500 to try a pair, the company received so many submissions it closed the program earlier than expected. The device has potential for second screen applications and augmented ads.

“Obviously, marketers are paying close attention — both as an exercise in imagination and as an act of self-defense,” reports Business Insider. “After all, rapid social media adoption and mobile proliferation over the last decade has taught marketers that change comes fast. And now it’s coming faster and faster. You don’t want to get left behind.”

As of now, Google says Glass will have no ads. “But that’s for Google Glass in its current state: a $1,500 futuristic experiment still trying to figure out how people want to use it,” notes the article. “It’s not yet ready for ads, and selling a $1,500 device isn’t an ad-based business. But it’s not hard to imagine Google Glass going mainstream a few years [from] now, sporting a much more affordable price tag that’s made possible by ads.”

It is also not difficult to imagine an array of second screen applications for Google Glass in areas such as sports, where coaches and spectators could use Glass to instantly access analysis, replays and more. Glass could also transform the coupons and deals industry, allowing for location-based coupons and deals based on an opt-in process.

Additionally, there could be opportunities for augmented ads through Glass. “These ads would be much more effective than regular billboard ads because the ads could be tailored to users based on their mobile Web behavior, just as we now tailor our online display ads,” suggests the article. “Imagine if you could show someone poster ads for nearby concerts based on their musical taste. It would be an extremely effective form of advertising, and could go a long way towards subsidizing the cost of Google Glass.”