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Based on our experience, we’ve found several key ways to be successful with interactive print in several industries, including magazines! Plus, we’ve also discovered the single most critical factor for success. Want to know what they are?
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What Can Layar Do for Your Business? Magazines
Webinar, January 2014
Maarten Lens-FitzGerald, Co-founder
Maarten Lens-FitzGerald Layar Co-Founder
maarten@layar.com
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Olga Beza Technical Support Engineer olga@layar.com
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
45 minutes presentation 15 minutes Q&A
!
Questions via ”question box” !
Download the deck now via link in the chat, will be available on line later as well
!
Part of webinar series, www.layar.com/events/
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Agenda - Layar - A Good Marriage - Examples - Concept and Formula - Tools & Walk Through - Q&A
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About Layar
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
http://www.youtube.com/watch?v=-N5xBSMfRTA
10 million downloads in the US
!
Android, iOS phones and tablets 36 million globally
70.000 publishers & marketeerson the Layar Creator
Layar 101
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
WE SEE....
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Layar 101
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
About Layar
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
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
Layar 101
Publishers & Printers
LAYAR
Largest 10 million installs in the US, 36 Million world wide
!
Easiest enhance a page in less than 60 seconds
!
Smartly Priced 1 enhanced page is $60
!
!
fast, versatile, robust
Layar 101
Magazines & Interactive print: a good marriage!
Challenges of the industry Layar 101
Investments in online
!
Investments in digital versions
!
Costs are upSmall returns
Yet magazine keep being successful!
Ad sales are down
!
Readership is down
!
Smaller returns
Give them what the want Layar 101
There is a steady base of
readers !
Advertisers still advertise
Large publisher houses report > 90% revenue based on print
Know what both want
then Service
& Engage
© 2013, Layar B.V. STRICTLY Confidential and ProprietaryB16
Readers are now also digital natives
© 2013, Layar B.V. STRICTLY Confidential and ProprietaryB17
Yet print is all about DESIRE but no action
What if? Layar 101
You strengthen your print base
!
Reuse your digital assets
What if you can marry print and digital ?
Grow reader engagement
!
Add new revenues streams
© 2013, Layar B.V. STRICTLY Confidential and Proprietary© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Magazines has the right Infrastructure
Desire Visually rich
No distractions WIFI & phone penetration
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Strengthen Your Print Base Layar 101
Attract & Amaze !
Inform !
Engage !
Provide Service
Returning Advertisers, Morale Boost, Image Upgrade
Ad up-sell !
Sponsoring !
Commerce !
Service
EXAMPLES
INC. MAGAZINE
Sponsored editorial videos, ad upsales
Layar 101
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Sold advertisers special AR & app based campaigns
Seventeen
Created by Layar Partner
Layar 101
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
What you see with Layar Unlock deal Get Coupon
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Redbook
Created by Layar Partner
Layar 101
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Redbook How to Make Money with Augmented Reality in Publishing
Created by Layar PartnerThe actual page The product list
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Sponsoring & commerce
Dwell x Ahalife Layar 101
CAMPAIGN CREATION PRINCIPLES
Actual Print What you see with Layar
Charlie Magazine
Enhanced cover, ads &
editorial
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 Layar 101
Attract & Amaze !
Inform !
Engage !
Provide Service
Returning Advertisers, Morale Boost, Image Upgrade
Ad up-sell !
Sponsoring !
Commerce !
Service
Concept and FormulaCriteria for succes
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Concept
• Create there one campaign concept to use in the whole 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
Actual Print What you see with Layar
CLICK & WIN!
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Reveal the answers
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Promote, Repeat & Repeat
• What ever you do, never presume people have done it before
• For every issue use as many instructions and call to actions as possible
• Use other media to promote the extra layer for content: email, website, events
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)
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Mention the app is available on Android and iPhone.
HOW-TO INSTRUCTIONS
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• 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.
• VISIBLE & INFORMATIVE
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
CALL-TO-ACTION EXAMPLES
Entice
CALL-TO-ACTION EXAMPLES
At Least 6 Issues
• Your first website didn't work & make money from day one
• Expect to iterate, grow and learn from feedback and statistics
• Also educate the readers and advertisers. They need to grow accustomed to what is added
• They need to grow accustomed to recognize the call to actions
Tools & Walk ThroughWhats in the box?
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Image recognition !
Augmented reality for the buttons and video
No special printing technology No special Codes
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Better then QR codes: - No ugly visual - Rich media - Change after publishing - Wow effect !
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Free Layar App !
2D and 3D Augmented Reality QR code scanning
Detach mode !
iOS and Android Phone& Tablets
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Also a custom branded app and the SDK B53
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Easy drag 'n' drop online creation tool
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Standard Buttons
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
3D For immersive and advanced experiences. Easy to add, hard to create.
Studio Dror Business Card Leonardo Da Vinci’s designs come to live in 3D. B57
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App costs
Page costs
Layar App Branded App SDK
Free$9.750
one time setup fee $3.250
annual license fee
$3.250 annual license fee
Interactive Print content CAN be changed after publication Once a credit is used it cannot be applied to another page. Price unrelated to print run or circ. Pay with Creditcard or Paypal
LAYAR How to Make Money with Augmented Reality in Publishing
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Creating Successful Campaigns layar.it/ECCguide
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Useful Files
Calls to Action Guide & Asset Pack layar.it/CallsToActionPack
In-depth Creator Workshop January 15th
www.layar.com/news/events/
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Thank you!
Maarten Lens-FitzGerald maarten@layar.com !
!
!
www.layar.com/support
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