Get More Out of Interactive Print - May 2014

WebinarGeorgia Diaconescu

Interactive Print Consultant

!Maximilian Biedermann

Marketing Associate

BEST PRACTICES WEBINAR

WELCOME TO LAYAR


KEY CHALLENGES

THE WORLD IS CHANGING....

Media consumption !Mobile commerce !Wearable devices !Instant & real-time information !

24 uur reclame - Sanoma Lab

© 2013, Layar B.V. STRICTLY Confidential and Proprietary

NOW WHAT?

Start with print.

broken user experience with print content

WE BELIEVE

connect the offline and online world...

... and give consumers & businesses

a meaningful experience




GETTING STARTED

UPLOAD CREATE PUBLISH!

LAYAR CREATOR 2.0


2

Campaign concept creation1

3

4

5

6

Prepare pages according to best practices

Create clear “How-to” instructions

Create a call-to-action

Create custom buttons

Finalize & publish the campaign


CAMPAIGN CONCEPT CREATION1


Georgia Diaconescu Interactive Print Consultant

!

In order to make a lasting impression on your readers, there are a few principles you need to keep in mind

when creating your campaign concept. !

SO BEFORE DIVING IN ...


!

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.


!

Keep a good balance between

EDITORIAL and COMMERCIAL CONTENT. !


!

Keep a good balance between

QUALITY and QUANTITY OF CONTENT. !


A few pages with really great, interactive digital content

dull, repetitive content on each page

DO

DON’T


WHAT KIND OF DIGITAL CONTENT?


RELEVANT Relevant content

for your target audience

INFORMATIVE Offer extra information!

EXCLUSIVE Behind-the-scenes information

INTERACTIVE Present information in an entertaining way

ENTERTAINING

Deliver entertaining, immersive content


INTERACTIVE PRINT CONCEPTS


HIDDEN or INCOMPLETE REALITY


REVEAL A SURPRISE TO YOUR READERS!

Actual Print What you see with Layar


REVEAL A SURPRISE TO YOUR READERS!




REVEAL A SECRET CHARACTER




BUY PRODUCTS



SHOPPING EXPERIENCE


SHOPPING BEHAVIOR

Research (IPSOS, Google) shows that smartphones lead to purchases across channels


Workshop


+


Workshop


DWELL AHALIFE

Actual PrintWhat you see with Layar


ENABLE READERS TO BUY

Suit SupplyPhilips


ENABLE READERS TO BUY

Suit Supply


INTERACTIVE ADVERTISEMENTS


Workshop

Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar



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CONTESTS, SWEEPSTAKES, QUIZZES


Workshop


CONTESTS


CONTESTS


CLICK & WIN!


INTERACTIVE COVER PAGES


Workshop


COVER PAGES COME TO LIFE









ENGAGE READERS VIA SOCIAL MEDIA


Workshop


INTERACT VIA SOCIAL MEDIA



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LOCATION RELEVANT CONTENT



Workshop


PODCASTS & VIDEO LECTURES

Actual Print

What you see with Layar


Workshop


INTERACTIVE WORLD MAPS


Workshop


HOW-TO VIDEOS, TUTORIALS



Workshop


ENRICHED EDITORIALS

Actual Print

What you see with Layar


PREPARING PAGES2


PREPARING PAGES

• Flat surface (magazine page) • High resolution, low size page

(5MB) • Sufficient size & image detail • No borders or clutter • Avoid glossy paper


THE PAGE SHOULD NOT CONTAIN

!

• Large portion of blank area • Mainly body text or only text • Graphics that look the same

in any orientation (circles,hexagons, etc.) • Graphics with patterns • Look too similar to other

pages in the same campaign

insufficient details similar images plain text

the same in any orientation pattern


If you are not sure whether the pages are optimal for the Layar Creator .. !

STEP 1 - Create a campaign in the Creator

STEP 2 - Upload the pages in the campaign (Layar will provide some initial feedback on Page quality)

STEP 3 - Place some dummy buttons on each page

STEP 4 - Scan each page to see if buttons are displayed correctly !

DO THIS BEFORE PRINTING OUT THE FINAL PUBLICATION!


IMPORTANT! !

TEST PAGES BEFORE PRINTING OUT

THE FINAL PUBLICATION!


HOW-TO INSTRUCTIONS3


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 & give them a reason to engage! !!


!!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.


!• CLEAR STEPS !• CUSTOMIZE IT !• make sure it ATTRACTS ATTENTION. !• Place it RIGHT BEFORE the editorial

content. Preferably on the right side.

HOW-TO INSTRUCTIONS


Here are some other options you can consider :

HOW-TO INSTRUCTIONS

We strongly recommend you to add a QR code to your instructions, allowing readers to scan it and immediately download Layar.


CALL-TO-ACTION4


LAYAR STYLEGUIDE


!• 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

LAYAR STYLEGUIDE


!• 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.

LAYAR STYLEGUIDE


CALL-TO-ACTION EXAMPLES


CALL-TO-ACTION EXAMPLES


CALL-TO-ACTION POSITIONING


CALL-TO-ACTION POSITIONING


CUSTOM BUTTONS5


CUSTOM BUTTONS

STANDARD BUTTONS CUSTOM BUTTONS


CUSTOM BUTTONS

Actual Print What you see with Layar*For instance, a play icon for a video button image

Make use of the print content - CONTEXTUAL design.

!Button should clearly indicates what users can do*.


CUSTOM BUTTONS

Actual PrintCustom buttons with

semi-transparent background


CUSTOM BUTTONS


CUSTOM BUTTONS

More of an AESTHETIC CHOICE Place buttons where it makes the most sense!

!

Should look NATURAL in CONTEXT with the print content

Better ON THE VISUALLY BUSY PART of the page and NOT

on blank spaces


TEST & FINALIZE CAMPAIGN6


TEST & FINALIZE CAMPAIGN

Thorough CAMPAIGN TESTING is critical. GREAT USER EXPERIENCE is THE key to success ! !WHAT TO DO? !

• Check both technical and aesthetic aspects. • Test your campaign as much as possible. • Check campaign with iPhone and Android devices. • Use the latest Layar App version. • Test your campaign using printed pages!

!!


!!

TIP! !

If possible, DO A TEST with

a small group of colleagues,

who were not involved in the project!


HOW TO TEST?

!DOUBLE CHECK THE QUALITY OF THE PAGES

!

• Are user instructions in your publication clear enough ?

• Are Interactive Print buttons placed at the right place ? • Are the buttons correctly displayed? • Does each button function correctly? Are links functional? • Do videos play as expected? • Does the campaign offer good user experience?


RAISE AWARENESS!


PRIOR COMMUNICATION

!

!

BEFORE FINALIZING & PUBLISHING THE CAMPAIGN keep in

mind that you need to communicate to your readers the fact that your publication has been augmented with digital content. !

RAISING READERS’ AWARENESS via PR, promotions, social media before hand makes a tremendous difference!


MEASURE YOUR RESULTS


LAYAR STATISTICS


STATISTICS OVERVIEW!

!

The Layar Creator gives you the opportunity to visualize your statistics in real time (updated every hour): !

Campaign statistics Page statistics Button statistics

!

These numbers are also displayed on TIMELINES, to give you a better overview on the PEAK DAYS of your campaign, READING HABITS of your readers, as well as WHERE ARE THEY FROM. !

Total page views Total interactions

Total unique users


WEBINAR OVERVIEW

QUESTIONS

& ANSWERS


NEED HELP?

Visit: help.layar.com

http://help.layar.com


INTERACTIVE PRINT SERVICES


THANK YOU!