Layar Online Event – July 18th

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

Augmented Reality 101

Additional revenue and more reader engagement with augmented reality

Maarten Lens-FitzGeraldUS General Manager & [email protected], 347 414 4000

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Maarten Lens-FitzGerald- US General manager &

co-founder of Layar

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45 minutes presentation15 minutes Q&A

Questions via ”question box”The webinar is recorded and

will be online on the blog and emailed

Stay up to date, follow the blog and subscribe to the newsletter

Download the deck now via link in the chat

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Agenda- Introductions- History- Tools & Walk Through- Examples- Business Models- Learnings- Layar Services & A Special Offer

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•Worlds largest Mobile Augmented Reality & Interactive Print Platform

•33 million downloads & over 50.000 marketeers & publishers registered

•40 people, based in Amsterdam, The Netherlands & New York

•Clients feature Conde Nast, Meredith, Hearst, Napco, Dwell, Inc, Playboy, Publishing Weekly and many more

About Layar

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Martin AheInteractive Print Consultant

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HistoryFrom Augmented Reality to Interactive Print

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1968, Ivan Sutherland

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1992, Tom Claudell and David Mizell

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future world

1984, Terminator10

2009, Layar Browser

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2009 - 2011, Layar Platform enabled thousands of AR experiences12


2011: The mobile computer can see for the first time

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PRINT has the right Infrastructure

WIFIDesire

Visually richNo distractions

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extra engagement

extra revenue

What is Interactive Print

The integration of social media, links, video,

commerce and other digital assets on printed material.

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“The Layar Creator proved to be very easy.”Robert Thiemann, Editor in chief, Frame Magazine

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http://www.layar.com/creator/

http://www.layar.com/creator/

Tools & Walk ThroughWhats in the box?

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Image recognition

augmented realityfor the buttons and video

No QR CodesNo special printing technology

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Mobile App

2D and 3D interactivityAlso QR code scanning

Free on iOS and Android

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Or choose the custom branded app or the SDK

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Easy drag 'n' drop online creation tool

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Standard Buttons

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Custom Buttons

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High Experience with low investment using HTML Widgets

HTML Widgetsrender web code on

the page for live feeds, animation and interaction

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© 2013, Layar B.V. STRICTLY Confidential and Proprietary32





3DFor immersive and advanced experiences. Easy to add, hard to create.

Studio Dror Business Card Leonardo Da Vinci’s designs come to live in 3D. 36


Enterprise integrations: Automated Processing & Publishing Software Plugins. European Amazon “Bol” puts buy buttons on 25000 covers37

www.layar.com/partners

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Business ModelsHow Augmented Reality is earning its lasting

place in the value chain

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Magazines & Newspapers

Grow Reader engagement

- Video- Weblinks- Slide shows- Polls- Click to email

Additional Ad revenue

Upsell existing ads with AR interaction.

Commerce

Work with retailer or other outlet to create commerce experience.

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Local Newspaper Business Case

Number of Unique Ads a Year 500,000

Percentage of Ads Made Interactive 25%

Number of Interactive Ads 125,000

Up Sell Amount $100

Additional Revenue: $12,500,000

Needed Layar Page Credits 125,000

Cost Per Layar Page Credit $12

Layar Contract Cost $1,500,000

Revenue After Costs: $11,000,000

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Printers & Agencies

Extra Service Revenue

Creating more value for customers as well as revenue

Innovation

Positioning yourself as an innovative company

Retention

Extra services around the PDF will ensure customers stay with you

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Brands

Additional Communication Channel

Use your packaging and communication to do more then just the printed message,

Innovation

Positioning yourself as an innovative company

Additional Sales Revenues

Enable all surfaces as a point of sales

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ExamplesLearn from others, inspiration!

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Glacier Media: Additional Ad Revenue & Commerce- Started with 12 newspapers- Trained >100 people in 2 weeks- Expanding to all their newspapers45


Link to more information on their great deals or to their site

Utilize a company’s existing advertising by linking to their

commercials on YouTube

Enhanced Ad Example

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Give customers a preview of your menu

Make it easy to reserve a

table

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Use multi-media to provide users with

360° tours

Increase test drive with a “Call to book a

test drive” button!

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Suit Supply x Washington Post: Additional Ad Revenue & Commerce

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Magazine Commerce: DWELL x Ahalife: “...seamless commerce experience for our readers”

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http://www.youtube.com/watch?v=VSHjetr1C2A

http://www.youtube.com/watch?v=VSHjetr1C2A


Verve Girl

Actual Print What you see with Layar51


Ann Taylor



INC Magazine: more engagement & additional ad revenue

Actual Print

What you see with Layar

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Publishers Weekly



Nelly Moser - Mom Plus, Parents Group - Meredith



Nelly Moser - Fidelity x NewYorker



Reveal the answers examplefrom the Dutch Triple AAA Magazine (4 million circ)24000 unique users.Half of them shared their results on Twitter

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Crystal Light, Conde Nast Studio x Vogue, Allure etc



InsightsLearnings from the field

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Over 40% readers

click interactive buttons!

Conversions

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Instructions and enhanced editorial

directly impact views and CTR

of AR Ads

90% of advertisers who saw a live demo on their own content purchased

an enhanced ad

A higher success rate selling Layar then selling

online or mobile

Ads are sold from anywhere

between $99 and $3999 or over

Raised morale with sales team

100% success rate for all sales people

Most popular enhancements for

ads are videos and weblinks

No new people were hired for this integration

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Activate the new channel

Call to actions

Instructions

Reader Contests

Promotional Ads

Editorials (education & unique content)

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Layar Services & A Special Offer

Hit the ground running

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Creating Successful Campaigns

Steps to Effective Campaign CreationStep 1: Getting Started with Interactive PrintStep 2: Best Practices GuidelinesStep 3: Integrating Interactive Print in a Workflow

layar.it/ECCguide

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Layar ServicesCampaign Review ServiceAn personal online review of

- Page Quality

- Instructions

- Calls to action

- Content

- Design

- Placement

To increase the quality and effectiveness of your campaigns.

$1300 per review

Getting Started WorkshopAn 2 hour online workshop over skype or Goto meeting.

Topics covered

- The Layar Creator

- Best Practices

- Testing and Publishing

- Statistics and Analytics

Get your whole team upto speed on Interactive print. Hit the ground running.

$1950 for online workshop66


Special Offer

Step IN Package- 50 page credits

- Campaign Review

$800

Step UP Package- 100 page credits

- Campaign Review

$1299save $1300! save $1300!

Offer details- Valid till August 31st

- Email [email protected], Mention “Online Event Offer” in the subject line and include the following items in the body: the date of your purchase, the size of the bundle, your Layar Creator username and the date you prefer for the review.

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mailto:[email protected]


Not all innovation has to disrupt. It can and should strengthen that what exists already.

Maarten Lens-FitzGerald@dutchcowboy

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Thank you!

Maarten Lens-FitzGerald347 414 [email protected]

Martin Ahe917 863 [email protected]

www.layar.com

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Layar Online Event – July 18th