layar march 5th webinar - get more out of interactive print

Webinar

Georgia Diaconescu!Interactive Print Consultant

BEST PRACTICES WEBINAR

WELCOME TO LAYAR BEST PRACTICES WEBINAR

KEY CHALLENGES

THE WORLD IS CHANGING....!

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

24 uur reclame - Sanoma Lab

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

Campaign concept creation1

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

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 Let people interact

with 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

DWELL AHALIFE

Workshop

DWELL AHALIFE

Actual PrintWhat you see with Layar

ENABLE READERS TO BUY

What you see with Layar

ENABLE READERS TO BUY

INTERACTIVE ADVERTISEMENTS

Workshop

Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar

Workshop

CONTESTS, SWEEPSTAKES, QUIZZES

Workshop

CONTESTS

CLICK & WIN!

INTERACTIVE COVER PAGES

Workshop

COVER PAGES COME TO LIFE

ENGAGE READERS VIA SOCIAL MEDIA

Workshop

INTERACT VIA SOCIAL MEDIA

Workshop

LOCATION RELEVANT CONTENT

Workshop

PODCASTS & VIDEO LECTURES

Actual Print

Workshop

INTERACTIVE WORLD MAPS

Workshop

HOW-TO VIDEOS

Workshop

ENRICH EDITORIALS

Actual Print

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 POSITIONING

CUSTOM BUTTONS5

CUSTOM BUTTONS

STANDARD BUTTONS CUSTOM BUTTONS

CUSTOM BUTTONS

For instance, a play icon for a video button image

Make use of the print content.

!Button should clearly indicates what users can do.

CUSTOM BUTTONS

Actual PrintCustom buttons with

semi-transparent background

CUSTOM BUTTONS

Balancing digital content: EDITORIAL vs ADVERTISING 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

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

INTERACTIVE PRINT SERVICES

THANK YOU!

layar march 5th webinar - get more out of interactive print

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