What Can Layar Do for Your Business? Magazines
prepared by radareye calvin lim
Agenda - Layar - A Good Marriage - Examples - Concept and Formula - Tools & Walk Through - Q&A 5 B
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About Layar
http://www.youtube.com/watch?v=-N5xBSMfRTA Š 2013, Layar B.V. STRICTLY Confidential and Proprietary
Layar 101
10 million downloads in the US !
Android, iOS phones and tablets 36 million globally
70.000 publishers & marketeers on the Layar Creator
Layar 101
WE SEE....
36
Š 2013, Layar B.V. STRICTLY Confidential and Proprietary
About Layar
Layar 101
Founded June 2009 Backed by VCs Intel, Prime, Sunstone 30 people offices in Amsterdam, New York, Toronto Global leader in mobile augmented reality Android, iPhone, iPad
© 2013, Layar B.V.B.V. STRICTLY Confidential and Proprietary © 2013, Layar STRICTLY Confidential and Proprietary
Publishers & Printers
Magazines & Interactive print: 
 a good marriage!
Challenges of the industry
Investments in online
Ad sales are down
!
!
Investments in digital versions Costs are up
 Small returns
Readership is down
Layar 101
!
!
Smaller returns
Yet magazine keep being successful!
Give them what the want
There is a steady base of readers !
Advertisers still advertise
Layar 101
Know what both want then Service & Engage
Large publisher houses report > 90% revenue based on print
Readers are now also digital natives 16 B
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Yet print is all about DESIRE but no action 17 B
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
What if?
Layar 101
You strengthen your print base
Grow reader engagement
!
!
Reuse your digital assets
Add new revenues streams
What if you can marry 
 print and digital ?
Magazines has the right Infrastructure
Desire Visually rich No distractions WIFI & phone penetration 19 B
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Strengthen Your Print Base
Attract & Amaze
Ad up-sell
!
!
Inform
Sponsoring
!
!
Engage
Commerce
!
!
Provide Service
Service
Layar 101
Returning Advertisers, Morale Boost, Image Upgrade
EXAMPLES
INC. MAGAZINE
Sponsored editorial videos, ad upsales
Layar 101
Seventeen
Layar 101
Sold advertisers special AR & app based campaigns Created by Layar Partner
Š 2013, Layar B.V. STRICTLY Confidential and Proprietary
What you see with Layar
Unlock deal
Get Coupon Š 2013, Layar B.V. STRICTLY Confidential and Proprietary
Redbook
How to Make Money with Augmented Reality in Publishing
Created by Layar Partner
The actual page
The product list Š 2013, Layar B.V. STRICTLY Confidential and Proprietary
Dwell x Ahalife
Layar 101
Sponsoring & commerce
Š 2013, Layar B.V. STRICTLY Confidential and Proprietary
CREATION PRINCIPLES Charlie CAMPAIGN Magazine
Enhanced cover, ads & editorial Actual Print
What you see with Layar
Ad up-sales & Commerce
Actual Print
What you see with Layar
Ad up-sales & Advertisers come back
Actual Print
What you see with Layar
Strengthen Your Print Base
Attract & Amaze
Ad up-sell
!
!
Inform
Sponsoring
!
!
Engage
Commerce
!
!
Provide Service
Service
Layar 101
Returning Advertisers, Morale Boost, Image Upgrade
Concept and Formula Criteria for succes
34 B
Concept there one campaign concept to use in the whole • Create magazine
• Shop and Share in Dwell • Save to wish list and save money with Seventeen • Interview Video’s is Inc Magazine (with preroll) • Think big (all pages) or small (1 article done very well) • Use variety, don’t do exactly the same very page & issue
CAMPAIGN CREATION PRINCIPLES
!
The campaign should reflect and focus on your MAIN OBJECTIVES! !
Always focus on the TARGET USER GROUP & keep in mind what they LIKE. !
Focus on providing an OUTSTANDING USER EXPERIENCE.
CAMPAIGN CREATION PRINCIPLES
RELEVANT What would your target group like to see? INFORMATIVE Add value to print by letting readers know more!
EXCLUSIVE Show what’s happening behind the scenes
INTERACTIVE Present information in an entertaining way.
ENTERTAINING Readers do not just want to consume content, but also interact with it.
CAMPAIGN CREATION PRINCIPLES
REVEAL A SURPRISE TO YOUR READERS!
Actual Print
What you see with Layar
CAMPAIGN CREATION PRINCIPLES
CREATE CONTESTS
CLICK & WIN!
Actual Print
What you see with Layar
Reveal the answers
40 B
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Promote, Repeat & Repeat ever you do, never presume people have done it • What before every issue use as many instructions and call to actions • For as possible other media to promote the extra layer for content: • Use email, website, events
HOW-TO INSTRUCTIONS RESERVE SPACE for instructions, preferably one dedicated page. !
EXPLAIN WHAT IS SPECIAL about this issue of the magazine. What is Interactive Print ? Make people curious about it. !
INSTRUCT HOW TO DISCOVER DIGITAL CONTENT • How should readers scan the page? • What should they look for? (Call-to-action) • Where on the page? (e.g.: upper corner) !
Mention the app is available on Android and iPhone.
CALL-TO-ACTION EXAMPLES
• VISIBLE & INFORMATIVE !
• SPECIFIC about what type of content users can expect. !
• Highlights the KEY MESSAGE revealed by the digital content, using VERBS *
*e.g.: Watch the trailer with Layar, Listen to XX with Layar, etc.
CALL-TO-ACTION EXAMPLES
!
• AVOID unclear calls-to-action like “View with Layar”; they will most likely not attract readers. !
• Include a note on WHERE they can find the "How to use Layar” instructions. !
• Place calls-to-action on EVERY
SINGLE PAGE that contains digital content.
CALL-TO-ACTION EXAMPLES
CALL-TO-ACTION EXAMPLES
Entice
CALL-TO-ACTION EXAMPLES
At Least 6 Issues • Your first website didn't work & make money from day one to iterate, grow and learn from feedback and • Expect statistics educate the readers and advertisers. They need to • Also grow accustomed to what is added need to grow accustomed to recognize the call to • They actions
Tools & Walk Through Whats in the box?
49 B
Image recognition !
Augmented reality for the buttons and video 
 No special printing technology No special Codes 50 B
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Better then QR codes: - No ugly visual - Rich media - Change after publishing - Wow effect !
!
51 B
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Free Layar App !
2D and 3D Augmented Reality QR code scanning Detach mode !
iOS and Android Phone& Tablets 52 B
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Standard Buttons
55 B
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56 B
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TRAVEL & LAYAR
Even though there has definitely been a significant decline in printed guidebooks, and while many have lamented the ever-arriving demise of the printing industry, there are considerable opportunities and strengths which print leaders can adopt.
iPhones and Android devices have changed the nature of the travel guide game. One of the main disruptors in the travel publication industry has been the emergence of user-generated content and social platforms. While a lot of research indicates how people are more and more likely to trust crowd-sourced opinions and ratings, an underlying problem arising from such platforms is that they lack the enlightening and educational values of professional travel writers. Layar, being the undisputed world leader in augmented reality (AR) for mobile devices, provides the missing piece of the puzzle. AR connects the physical with the digital world. According to a research by the Economic Intelligence Unit, AR will be one of the 10 biggest technological disruptors by 2020. Interactive Print, a special focus of Layar, can make social media and user generated experiences more integrated with travel magazines while providing the much needed bridge for professional content producers and print advertisers to the dynamic world of digital content and social media.
LAYAR FOR THE TOURISM & TRAVEL INDUSTRY – 2014
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TRAVEL & LAYAR
France’s Pierre et Vacance uses Layar in its 2014 brochure to make destination come to life with video.
Watch a personal welcome video or discover pike fishing in this Danish Lake District brochure.
Just across the U.S. border is Kelowna in Canada. This Kelowna Farm to Table guide uses Layar to show off their farms and freshly produced foods are, inticing travellers to visit.
LAYAR FOR THE TOURISM & TRAVEL INDUSTRY – 2014
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TRAVEL & LAYAR
LAYAR REVOLUTIONIZES PRINT MARKETING! 6 BUSINESS BENEFITS OF INTERACTIVE PRINT
1. Stand out Potential customers who experience your marketing material enhanced with Layar will be in awe and will be impressed by how innovative and cool it is. This effect has been proven over and over again. Do you want to stand out? 2. Save time Layar provides the tools to enhance print marketing in less than a minute per page. It has never been easier to add Interactive Print to your marketing toolset. 3. Fill your funnel Add “Call now,” “Subscribe” and “Book now” buttons on all print marketing material and make sure you never miss an opportunity to have your customers reach out to you. 4. Provide engaging experiences Unleash the desire of your destination! The most popular Interactive Print content includes videos, slideshows, buttons to like, tweet and pin, and 360° experiences. With Layar’s technolgoy, customers get the online experience they are used to on top of your print marketing. 5. Measure effectiveness See how well your print marketing is doing, including total scans and clicks, so you can adjust the campaign on the fly to achieve maximum effectiveness. 6. Reuse existing assets Combine your existing digital assets with your print materials to create a new engagement channel with your customers. Get more out of these investments and enhance their overall effect by tying them to exciting, innovative experiences.
LAYAR FOR THE TOURISM & TRAVEL INDUSTRY – 2014
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AUGMENTED REALITY
WHAT THE MARKET SAYS 2 BILLION SMARTPHONES
$5.2 BILLION WITH AR
Gartner predicts that smartphone and tablet sales will increase to 1.2 billion this year and will top 2 billion by 2015.
According to Juniper Research, mobile AR apps will generate nearly $300 million in revenues and reach $5.2 billion in 2017.
MORE LIKELY TO BUY
AR HAS MORE VALUE
Hidden Creative revealed a 135% increase in likelihood to buy when viewing an AR version of a product versus looking at a product image.
AR has a positive impact on value perception - with a survey participants valuing the AR product 33% higher than the non AR product.
WHAT OUR CUSTOMERS SAY “Integrating this technology into the pages of Inc. puts the magazine at the forefront of reader engagement opportunities - something that’s prized by both our readers and our marketing partners.”
“At a bare minimum, to have them be able to look at the ad, then just engage with it even for 30 more seconds, even for 20 more seconds - that’s golden. You can’t buy that. Well, you can buy it now.”
JON TEBEAU
NEAL BOUWMEESTER
"By linking our print guides into the web, to our digital products and services and to more dynamic and up-to-date content, this gives us the opportunity to be even more relevant and useful to travelers.”
“The Layar staff has been awesome and responsive to our needs as clients. We are looking forward to using Layar in editorial and advertising in the future.”
MATT SWAINE
CEVIN BRYERMAN
VIEW MORE INFORMATION layar.com/augmented-reality
LAYAR FOR THE TOURISM & TRAVEL INDUSTRY – 2014
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FACTS & FIGURES FEBRUARY 2014
These figures will be updated regularly. - Layar B.V. FEBRUARY 2014
FACTS & FIGURES
WHAT THE MARKET SAYS ABOUT
AUGMENTED REALITY "
"
1. INTRODUCTION At Layar we measure everything that we do and our customers can measure everything that they do. We use these insights to continuously research and understand what works best in the augmented reality (AR) market and to see how we can improve both the experience for users and the effectiveness for our customers to engage with users.
"
We see that it is first of all very important that you are targeting your audience with the appropriate content and augments. Making interactive print part of your strategy tremendously helps engagement. It is also crucial to help users understand what they need to do (download the app and scan) and to be very clear on what they can expect to see. By using the appropriate calls-to-action, engagement with your users can be much higher.
"
The figures we show in these graphs are based on averages that we have seen in the past year and a half. This document is subject to change and will be updated regularly online.
"
2. THE EVOLUTION OF THE WEB & AR
The rise of the Internet and the web has allowed for the development of augmented reality and interactive print. With AR, it is possible to use the benefits of print and combine them with digital content, continuing what the internet began: connecting the physical and digital worlds.
AR CONTINUES WHAT THE INTERNET BEGAN AUGMENTED REALITY
Interaction with physical world parts
Physical Objects [e.g. Printed Media]
New Media designed for the Web
THE DIGITAL WORLD
THE PHYSICAL WORLD
Digital Media on CD-ROM
On the Web
These figures will be updated regularly. - Layar B.V. FEBRUARY 2014
2
FACTS & FIGURES
3. GROWTH OF SMARTPHONE USAGE IT company Ericsson predicts that smartphone, PC, mobile routers and tablet subscriptions with cellular connection will reach between five and six million by 2018.
Figure 4: Smartphone, PC, mobile routers and tablet subscriptions with cellular connection, 2009-2018 6,000
Mobile PCs, tablets and mobile routers Smartphones
Subscriptions (million)
5,000
Source: Ericsson (June 2013)
4,000
3,000
2,000
1,000
0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
" "
As the smartphone market continues to grow, consumers are using their devices to interact with all kinds of digital information. The experience of using your smartphone to connect the real and digital worlds is becoming more familiar for consumers, making them more likely than ever to engage with interactive experiences by scanning with their phone. Connecting meaningful and useful digital content to the real world isn’t the future anymore, it’s here today.
"
The use of augmented reality will also benefit from the upgrade of mobile networks to 4G and LTE technology, as well as the improvement of mobile hardware with faster processors and better sensors. The cost for mobile internet access is dropping as well, helping bring AR technology to more people than ever before.
These figures will be updated regularly. - Layar B.V. FEBRUARY 2014
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FACTS & FIGURES
4. AR REVENUE PREDICTIONS" According to Juniper Research, mobile augmented reality apps currently generate nearly $300 million in revenue and will grow to $5.2 billion by 2017.
$6B Total Mobile AR Revenues ($5.2B) 2012-201 7
LOCATION BASED SOCIAL NETWORKING GAMES LIFESTYLE & HEALTHCARE MULTIMEDIA & ENTERTAINMENT
$300M
ENTERPRISE
2012 Source: Juniper Research
2017
"
Hidden Creative’s research revealed a 135% increase in a buyer’s likelihood to buy when they saw an AR version of a product. It also uncovered that AR has a positive impact on value perception. Participants valued products with AR 33% higher than those without.
" "
These figures will be updated regularly. - Layar B.V. FEBRUARY 2014
4
FACTS & FIGURES
LAYAR STATS
" " 5. TOTAL WORLDWIDE LAYAR APP DOWNLOADS
"
The Layar App is the world's most downloaded AR app with over 38 million downloads worldwide, and continues to grow at an average of almost 1 million downloads per month. We see the global market growing very fast, but in some countries, like the United States, the growth is even more exponential.
"
TOTAL APP DOWNLOADS WORLDWIDE 38,000,000 36,000,000 34,000,000 32,000,000 30,000,000 28,000,000 26,000,000 JUN JUL AUG SEP OCT NOV DEC JAN
" Looking into the our download data by country, we can see a general trend. "
The target group for AR and interactive print is consumers between the ages of 20 to 45 years old, independent of gender or background. Out of this target group we see that between 7% and 15% of this target group across the globe has downloaded the Layar App. While we consider this group as our main target of users, we do have customers that create specific content for both younger and older consumers with high engagement rates.
These figures will be updated regularly. - Layar B.V. FEBRUARY 2014
5
FACTS & FIGURES
Due to the adoption of smartphones, the availability of internet access and the current usage of QR codes, we see some countries growing faster than others. We also see that as more campaigns are created in a country, more people in that country download the Layar App.
LAYAR APP DOWNLOADS SINCE JAN 2012
20% 33% 6% 5% 1% 2% 1% 2% 3%
USA ITALY UK JAPAN
5% 4% 3%
4% 3% 4%
GERMANY NETHERLANDS FRANCE CHILE
4%
SPAIN INDIA RUSSIA POLAND
S.ARABIA BRAZIL CANADA OTHER
These figures will be updated regularly. - Layar B.V. FEBRUARY 2014
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FACTS & FIGURES
6. TOTAL GLOBAL INTERACTIVE PRINT CAMPAIGNS
"
There are already over 79,000 interactive campaigns and almost 280,000 interactive pages published worldwide. These interactive campaigns are all created with our Layar Creator, a SaaS platform we introduced in the summer of 2012.
"
We see the number of campaigns and pages increasing month over month. The adoption of interactive print and tangible results are really starting to show.
" "
PAGES CREATED BY REGION 8% 2% 7% 41% 22%
CANADA GERMANY UNITED KINGDOM THE NETHERLANDS UNITED STATES OTHER
20%
" " " 7. TYPES OF AUGMENTS
"
A variety of digital content can be placed on top of your print products, but we do see some formats used more than others. The most popular augments are used to...
"
1. 2. 3. 4. 5. 6.
Play a video Display a photo carousel Link to a website Buy a product Share, save or like content on social media Participate in a poll or form
These figures will be updated regularly. - Layar B.V. FEBRUARY 2014
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FACTS & FIGURES
8. READER ENGAGEMENT WITH INTERACTIVE PRINT"
"
Our results show that between 5-45% of readers scan interactive pages with the Layar App. This range is dependent on how the campaign is created and how well the customers are targeted. It also depends on the smartphone penetration among readers, the clarity of the instructions provided and the visual attractiveness of the interactive page. These growing percentages show us that readers and customers are willing to engage and are actively using the Layar App to get more information.
" " " " " " " " " " " " " " " " "
BENCHMARK AD CLICK-THROUGH RATES % MARCH 2013 11%
3% 0.10%
0.11%
0.12%
0.19%
STANDARD BANNER ADS
FACEBOOK ADS
RICH MEDIA BANNER ADS
RICH MEDIA EXPANDABLE BANNER ADS
0.86% MOBILE BANNER ADS
SOCIAL AND MOBILE GAMES ADS
SOCIAL AND MOBILE GAMEING VALUE EXCHANGE ADS
On average, the click-through rate (CTR) for Layar customers through the App is 87%, which means almost 9 out of 10 users that scanned a page with Layar engaged with a call-to-action and interacted with the content. This is unprecedented when compared to any other industry standards.
" " 9. CONCLUSIONS" "
Augmented reality is still a very new market, and users and publishers need to be educated on how to properly use interactive print. While exploring and discovering this exciting new market can seem difficult, the Layar Creator makes it easy to create your own campaigns and track their success without any technical know-how.
"
What can it do for your business? You can engage with your users, grow your business with new revenue opportunities and grasp the innovative edge over your competitors.
" We see that: "
- With the high amount of downloads, users are clearly eager to experience AR. - High CTR numbers show that users engage with AR more than other mediums. - AR is no longer a thing of the future, it is here now and it is real! These figures will be updated regularly. - Layar B.V. FEBRUARY 2014
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LAYAR APP GLOBAL USER RESEARCH JANUARY 2014
LAYAR APP GLOBAL USER RESEARCH This online survey of Layar App users was conducted between November 21st and December 31st, 2013 and received over 1,400 responses from 92 countries. The goal of the survey was to determine which of our users are more or less “Layar App-savvy” when it comes to scanning interactive print and how the app can be improved to make this easier for all users. Download the Layar App at get.layar.com and try interactive print yourself by scanning the examples at layar.com/inspiration. 354 26%
208 15%
122 9%
28 2%
AUSTRALIA
35 3%
BELGIUM
42 3%
GERMANY
44 3%
SPAIN
48 4%
ITALY
63 5%
CANADA
65 5%
INDIA
UNITED KINGDOM
NETHERLANDS
UNITED STATES
KEEP READING TO DIVE INTO THE RESULTS LAYAR APP GLOBAL USER RESEARCH – JANUARY 2014
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1. WHICH OS? With which mobile OS have you used the Layar App?
49%
45%
BOTH 6%
iOS
ANDROID
2. WHY DOWNLOAD? Why did you download the Layar App?
35%
CURIOSITY I FOLLOWED INSTRUCTIONS IN A MAGAZINE, NEWSPAPER, AD ETC.
31% 19%
BY RECOMMENDATION IT WAS PRE-INSTALLED ON MY DEVICE OTHER
11% 4%
2% downloaded Layar for work or business reasons. 1% heard about Layar via PR, events or a Layar ad. “My company was sent a Christmas card with Layar and that is when I discovered this awesome technology!”
LAYAR APP GLOBAL USER RESEARCH – JANUARY 2014
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3. DID YOU SCAN? Have you ever tried using the Layar App to scan an augmented interactive print item?
? NO
YES
YES 60% NO 35% ? 5% These respondents didn’t understand what it means to scan interactive print.
4. YOUR USAGE? Which best describes your usage of the Layar App to scan interactive print? (If “Yes” on Question 3.)
I’M A FREQUENT LAYAR USER WHO TRIES AR WHENEVER I CAN.
33%
I’M NOT A FREQUENT LAYAR USER BUT I’LL TRY AR NOW AND THEN.
32%
I TRIED LAYAR A FEW TIMES BUT IT’S NOT WORTH THE HASSLE. I WANTED TO TRY LAYAR BUT DIDN’T KNOW WHAT TO SCAN. I WANT TO TRY LAYAR BUT IT DIDN’T WORK FOR SOME REASON.
LAYAR APP GLOBAL USER RESEARCH – JANUARY 2014
13% 12% 9%
4
5. WHY NOT SCAN? Why didn’t you scan an augmented interactive print item? (If “No” on Question 3.)
58%
I’VE NEVER FOUND SOMETHING TO SCAN.
24%
I DON’T KNOW WHAT TO SCAN.
14%
I DON’T KNOW HOW TO SCAN. I DON’T CARE TO SCAN.
5%
6. MOBILE PURCHASE? Have you ever made a purchase with your mobile device?
NO
YES 56% NO, BUT 38%
NO, BUT
YES
I MIGHT SOMEDAY
NO 6%
AND I NEVER WILL
LAYAR APP GLOBAL USER RESEARCH – JANUARY 2014
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DEMOGRAPHICS Gender and age.
74%
26%
32%
YOUNGEST 5 OLDEST 85
25%
AVERAGE 34 16% 13% 9% 3%
1% < 13
MALE
FEMALE
13-19
20-30
31-40
41-50
51-60
61-70
1% > 70
AGE
FINDINGS & BUSINESS OPPORTUNTIES This research produced the following findings and opportunities that you can use to take advantage of interactive print for your business. Layar and Interactive Print Are Attractive to Consumers Thanks to Layar’s strong brand awareness, 35% of respondents downloaded Layar out of pure curiosity. Another 31% downloaded the app because they were eager to access the extra digital content provided by interactive print in a publication or ad. Of the 4% of respondents who downloaded the Layar App for any “other” reason, most did so because they considered Layar to be “cool” or “awesome,” or because they “just love AR.” Users Are Familiar With or Open to Mobile Purchases More than half of Layar App users have made a purchase on their mobile device, and an additional one-third say they could do so in the future. This is a huge opportunity for publishers, advertisers, marketeers and more to take advantage of interactive print for mobile ecommerce revenue.
Consumers Are Eager to Experience Interactive Print 65% of those that have scanned with Layar try to get their hands on as much AR content as possible or will scan when given the chance. 95% of those that haven’t scanned with the Layar App are interested in having an interactive print experience. This is an excellent opportunity to provide extra content that consumers are eager to engage with. Layar Users Fall Into More Mature Age Brackets 32% of Layar App users fall between the ages of 20 and 30. Just 14% are younger than 20 while 54% are above 30. Layar’s users are older than the average smartphone user. Publishers and marketeers can take advantage of this by targeting their interactive print to a more mature audience.
CONTACT US FOR MORE INFO – layar.com/contact LAYAR APP GLOBAL USER RESEARCH – JANUARY 2014
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LAYAR IN ADVERTISING An Augmented Cocktail with Amazing Possibilities By Maarten Lens-FitzGerald & Neno Damyanov
INSTRUCTIONS
THIS OVERVIEW OFFERS YOU GREAT DIGITAL EXPERIENCES USING THE LAYAR APP
DOWNLOAD THE FREE APP, FIND THIS SYMBOL AND SCAN THE PAGE
LAYAR IN ADVERTISING – 2014
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INTRODUCTION
INTRODUCTION
THE #1 AR PLATFORM Layar is the world’s leading mobile Augmented Reality (AR) and Interactive Print platform, helping to bridge the gap between the print and digital worlds. We enable brands, advertisers and publishers to connect with their audience like never before through smartphones, tablets or even Google Glass.
AR is a cutting-edge technology that adds layers of digital information – videos, 3D models, livestreams, photos, audio – directly on items in the world around us. With AR, it’s easy to create new immersive, interactive digital experiences – games, live polls, exclusive offers, virtual dressing room, exclusive content – on top of ads, magazines, packaging, posters and other items.
1. DISCOVER
2. SCAN
3. INTERACT
Look for the Layar call-to-action.
Scan with the Layar App.
Enjoy the AR experience!
LAYAR IN ADVERTISING – 2014
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LAYAR FOR ADVERTISERS
AN AUGMENTED COCKTAIL WITH AMAZING POSSIBILITIES According to the “Agent of Change” report by the Economist Intelligence Unit, in the near future, two of the ten biggest technological disruptors for businesses will be cheap smartphones and Augmented Reality (AR). This year, the number of mobile devices is expected to surpass the number of people on the planet. We are now well past the point of just tentatively contemplating mobile strategies. Augmented Reality gives customers an enhanced view of the real world through the lens of their smartphone. AR is estimated to become a billion-dollar industry in next few years. Currently, the most palpable use of AR is Interactive Print, which provides access to digital content by scanning printed content with a smartphone. Image Recognition, the underlying technology at the core of Interactive Print, accounted for nearly two-thirds of all print-to-mobile activations in 2013 (see the graph to the right). Augmented Reality encourages readers to interact with print, which is still the main source of revenue for print publications. Layar is the world’s leading and most popular AR platform with over 38 million downloads of the free Layar App, and the numbers are steadily growing. They present both an essential paradigm shift for creatives and advertisers, and a compelling opportunity for marketers to reach millennials and younger customers. AR has its most significant impact on content. It allows users to access extra digital content that’s not normally available in print. Interactive Print takes away the limits of traditional print advertising, opening users to new content experiences and revealing new dimensions for LAYAR IN ADVERTISING – 2014
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LAYAR FOR NTED COCKTAIL WITH AMAZING POSSIBILITIES ADVERTISERS
R FOR ADVERTISERS
2.2% MICROSOFT TAG
1.3% SMS
12.0% WATERMARKS (E.G. PHOTOS, ICONS)
0.4% OTHER
MOBILE ACTIVATIONS BY TYPE 23.9% QUICK RESPONSE CODES (QR)
Source: Nellymoser “Mobile Activation Study 2013”
60.3% IMAGE RECOGNITION
advertisers to unleash their creative abilities. AR is a whole new medium that redefines marketing by bridging the gap between physical and digital content with seamless experiences. By integrating personalized, cross-platform experiences, AR unlocks new emotions, gradually allowing consumers become more and more engaged.
We’ve created a list of ingredients to help you get the most out of augmented reality. Go to the next page to get mixing!
LAYAR IN ADVERTISING – 2014
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SHAKEN, STIRRED & AUGMENTED
EXTRA CONTENT
1
CONSUMER ENGAGEMENT 2
PRESENTATION 3
SPIRIT
SHAKER
GLASS
A cocktail is simply a base spirit to which various ingredients are added, and Interactive Print is the spirit of AR. It gives brands the opportunity to create and curate their advertising content. Advertisers can add a variety of extra content to print, allowing users to better understand the benefits of the products. Including video content, image carousels, detailed descriptions and instructions in campaigns allows users to consume more sophisticated media content and become intoxicated by its quality.
Shake up the traditional ad experience by engaging customers in an absorbing, engaging way. With prizes, quizzes, games and other interactive features, consumers and advertisers enter into a mutually beneficial relationship. Augmented Reality allows for seamless, engaging experiences, creating deeper and more meaningful connections with consumers.
Just as a cocktail needs a proper glass, presentation of your content is half of the work. Augmented Reality presents a visual treat. Users find it compelling and fall victim to the “Bright Shiny Object” syndrome. Research found that consumers were 135% more likely to buy a product if they were able to experience it in AR versus just looking at an image of the product. Adding videos or 3D models to static print is compelling eye-candy that attracts consumers attention and adds to a product’s perceived value.
LAYAR IN ADVERTISING – 2014
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D & AUGMENTED SHAKEN, STIRRED & AUGMENTED TO CREATE AN AMAZING AR COCKTAIL SCAN FOR A FITTING TUNE
MEASURING 4
MOBILE SHOPPING 5
SOCIAL MEDIA 6
MEASURE
ICE
LEMON & LIME
Proportions and measured quantities are essential to any cocktail, and Augmented Reality is no different. Digital advertising provides the opportunity to measure the impact of a campaign in tangible data. With Layar, advertisers can evaluate the success of their Interactive Print content across a variety of metrics, allowing them to incorporate valuable input for the future.
Some of the best cocktails aren’t the same without ice, and a successful advertising campaign means it has increased revenue. Mobile e-commerce is increasingly influencing consumer purchasing behavior both online and offline. Interactive Print helps marketers adapt to this changing landscape by creating a new point-of-sale. When consumers experience a campaign with shopping buttons, they can purchase or save items in print for later with the tap of a finger.
Garnish your campaign with social media extras – "Like" and "Tweet" buttons, live activity feeds, etc. – to add personality and character to the consumer experience. Engage with customers at a deeper, more personal and more intelligent level by converging all communication channels for readers. This will help by expanding the coverage and outreach of your content beyond normal levels.
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THE SECRET INGREDIENT
CONTENT MARKETING
Content Marketing is not a new concept, but it is now an essential component of the marketing mix for building deep and lasting partnerships. Augmented Reality can be a very useful tool for facilitating your content strategy, so here are some reasons for using AR to strengthen your relationship. AR helps you create an enriched storytelling experience. For example, providing easy access to video content on top of printed materials (a compelling way to tell a story) gives you more means to distribute your message and helps you tailor your message and enhance its relevance. Relevant content will make people talk about you and dramatically expand your outreach. AR transforms the Content Marketing experience and helps it evolve from monologue to dialogue. It can help you start, facilitate or stimulate discussions and interaction among your audiences, which are indispensable tools for enhancing your relationships. We are at the point when media communication is not just about delivering content one-way through a particular channel, but about integrating and synergizing different channels and achieving the optimum use of your media. AR serves as a more rich, cross-media content platform that you can utilize in your strategy. Content Marketing blends well with mobile. Integrating AR in your customersâ&#x20AC;&#x2122; mobile experience creates a different and more sophisticated way to consume information. Consumers will be more engaged with your content, and you will benefit from their loyalty.
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INGREDIENTTHE SECRET INGREDIENT
SCAN THE EXAMPLE BELOW WITH THE LAYAR APP TO SEE FOR YOURSELF
ANWB, The Royal Dutch Touring Club, is the Netherlands’ auto club for drivers similar to AAA in the United States. ANWB’s 127-year-old magazine, Kampioen (Champion), is Europe’s 4th largest magazine with over 5.3 million readers. Using Layar, editors added many relevant links to editorial content, enhanced advertisements and made pages come to life with amazing AR videos. “Layar provides us with new possibilities to strengthen the cozy feeling that Kampioen traditionally generates for its readers,” said Bert Gorissen, Editor in Chief of Kampioen.
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CASE STUDY: NISSAN
EXAMPLES OF CANADIAN PAPERS WITH NISSAN ADS.
MORE EXAMPLES OF CANADIAN NEWSPAPERS. LAYAR IN ADVERTISING – 2014
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SCAN TO SEE THE VIDEO
DY: NISSAN
CASE STUDY: NISSAN
NISSAN AT A GLANCE International automaker Nissan launched a massive interactive print campaign across 12 Canadian newspapers. Scanning a front page cover wrap ad allowed readers to view exclusive videos highlighting the innovative features of the 2013 Altima. The award-winning campaign drove 6,500 page views with 42% clickthrough rate, including a 65% rise in test drive requests in one day.
Together with Layar, Postmedia, creative agency TBWA, and buying agency OMD, Nissan launched an award-winning advertising campaign across a dozen Canadian newspapers. Over 8 million readers were exposed to the campaign in one day, which lead to more than 6,500 page views at an impressive 42% click-through rate. But perhaps the most astonishing result from this campaign was that of requests for test drives, which increased by 65% as a direct result of the Interactive Print advertisements. Being able to analyze the data from the print campaign and reflect on the results paved the way for Nissan to later produce the Go Beyond campaign with the Toronto Star, which last month was among the nominees for Best Marketing Solution at the International News Media Association (INMA) Awards and took top honors at the 2014 Great Idea Awards.
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CLIENT EXAMPLES SCAN THE EXAMPLES ON THE FOLLOWING PAGES WITH THE LAYAR APP TO SEE FOR YOURSELF
FILA promoted their Spring/Summer collection with Interactive Print advertisements across three major Canadian magazines: FASHION, Best Health, and LouLou. Upon scanning the ads, users can access rich video content and are able to interact with the social media channels of the brand.
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Indian advertising agency Rev Media used Layar to add rich media content on print advertisements for swiss luxury watch brand Omega. Upon scanning the ad, users access high resolution images of individual watches in an image carousel. It is an excellent example of how meaningful content can be added to the limited two-dimensional space of a printed magazine.
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CLIENT EXAMPLES
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The March 2014 edition of Menâ&#x20AC;&#x2122;s Health contains an interactive style section. It gives readers the option to purchase a great variety of items, including the very same ones that comedian Jimmy Fallon is wearing in the photographs. A mobile shopping experience was seamlessly integrated with something as simple as reading through your favorite magazine.
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Chio, part of the Intersnack Group family of snack brands, recently collaborated with Y&R Amsterdam and Novad to produce a campaign for the World Cup in Brazil later this year. Posters and billboards all over Netherlands were made interactive with Layar. Upon scanning the images, consumers can play a game for a chance to win a trip to Rio de Janeiro to see the World Cup.
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Grammy-winning dancehall and reggae artist Sean Paul released his new album Full Frequency in February, and the album cover is interactive! Once users scan the image, they can access the artist’s most recent videos, tour dates, social media channels and more. Watch a video of Sean Paul demonstrating the use of the Layar App.
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Layar was used to add stunning media content and interactive features on top of brochures for the latest model of the legendary Jaguar F-Type. When users scan the image, they can hear the roar of the engine, experience a 360Âş animation of the car, and even schedule a test drive at their local Jaguar dealership. Who would have thought that users could do that from a simple print advertisement?
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