ar marketing conference: jess butcher what is the roi for ar?
DESCRIPTION
Jess Butcher from Blippars discusses ROI and the value of a share or Blipp. She proposes that great campaigns invest in content, educate, think strategically and use experts. There is expected to be a 300% growth in AR during the next 4 years.TRANSCRIPT
March 2014
Jessica ButcherCo-Founder & CMO
Understanding ROI for AR
AR?
Activate any physical touch point…
Packaging
In-storeOutdoor
TV In-store
MerchandisingOnline Books
Direct Response
Real-time content
Videos
Virtually try-on
Photo booths
Find a locationSubscription offers
RecipesCompetitions
Data Capture
And many more!
?
Into anything a phone is capable of doing
With every experience shareable
3D worlds GamesReal-time polls
DEMO
Measure, assess & respond
Total number of blipps, unique users, and average interaction time per blipp
Real time data
How, where and when users interact with your content
Personal dashboard
Blipps per day
Blipps per hour
Blipps by location
Blipps by marker
Click-through-rates & direct responses
Heinz Tomato KetchupBlippable pack
954,758 267,662 3TOTAL BLIPPSUNIQUE USERSAVERAGE BLIPPS
Blipp delivered:
• Exclusive content via 3D animated recipe
book
• Consumer engagement with daily
competition
• Downloadable content refreshed weekly
Campaign Promotion:
• Social media and
advertorial
Most successful on pack campaign to date
Maybelline Color Show
112,889 57,871 2.1TOTAL BLIPPSUNIQUE USERSAVERAGE BLIPPS
Blipp delivered:
• Virtual try on of 40 new nail polishes
• Shared across social media
Blipp effect:
• High average interaction time of 4.2 min
• Provided actionable data:
• Over 10% of users shared across social
media
• Great media coverage and high interest
from bloggers
Blippable ad in Vogue, ELLE, People and US Weekly
Improved stock replenishment and informed color choice of subsequent ads.
Justin BieberBlippable poster and album cover
1,165,272 443,296 2.6TOTAL BLIPPS UNIQUE USERSAVERAGE BLIPPS
Blipp delivered:
• Exclusive video content
Campaign Promotion - social media, outdoor
• Consumer engagement: take photo with Justin & chance to share on social media• Enter competition to win concert tickets
• Buy album directly
Blipp effect - High popularity among tweens and generated a huge buzz on social media
Wrigley’s 5gum
Blipp delivered:
• Exclusive game with opportunity to
win prizes
• Drive to 5gum website
Campaign promotion:
• In-store, outdoors and social media
channels
290,607 31,169 9.3TOTAL BLIPPSUNIQUE USERSAVERAGE BLIPPS
Blippable packaging, posters and POS
Shortlist MagazineBlippable magazine with 20 pages of interactive content
251,655 57,094 4.4TOTAL BLIPPSUNIQUE USERSAVERAGE BLIPPS
Blipp delivered:
• World’s first ‘playable’ cover
• Video plays
• Buy now links
• Competitions
• Instant vote/polling
• Virtual ‘try-on’s’
Most successful interactive magazine campaign to date.
Case study - December 2013
So what is an ARinteraction worth?
How can we put a value on it?
75 sec
30 sec 30 sec
17 sec
5 sec
Blippar TV Radio Press Outdoor
Average Dwell Time Split by Type of Blipp
Source for other Media Types: ExterionMedia
vs. Other Media Types
75 sec
Blippar average Dwell Time
54 secLink only
72 secVideo only
81 secGame only
74 secVideo
+ Link
76 secWin +
80 secGame +
96 secPhoto
Layer +
112 secGame +
Photo Layer +
• PLUS - It’s active and proactively requested, rather than passive and just ‘put in their path’
• PLUS – the user cannot be doing anything else at the same time
Passive / Push
Active / Pull
Valuing Dwell Time?
Valuing Social amplification? Just entered to win tickets to #BelieveTour thanks @Blippar :-))@X_me_X_me
@tompanuk @blippar #refreshyourfit fingers crossed!@Reesy946
I just entered the unbelievable AR football game off my @pepsimaxuk drink with @blippar@XSwagPrincessX
@StylistMagazine @Blippar LOVE the Blippar issue! Has created a very unproductive morning in the office – even the boys are scanning the pgs@liz_osachuk
Went on Blippar on Mummys Phone. WOAH! You Guys Are Gonna Love Them ;)@SavannahBelieve
Driving value at every stage of the sales funnel
Press coverage, social media engagement and potential further exploration of product (e.g. catalogues)New/ exciting forms of engagement (e.g. games, polls, virtual try-ons etc.)Additional content/ information delivered through text, animation, 3D models and videoDirect sales channel available e.g. ‘Blip to buy’, m-couponing, driving to nearest store
Users can interact and engage with product in new ways post-purchase via Blippar – growing loyalty and increase consumption
Apr-12FMCGFoodOn-
Pack / OOH=
4x
May-12FMCGFood
On-Pack
= 6x
Jun-12Entertain
ment
On-Pack / OOH=
1x
Jan-13FMCGFood
On-Pack
= 2x
Nov-12Entertain
ment
On-Pack
= 2x
Oct-12Media
= 8x
Jul-12Media
= 1x
Jun-13FMCGDrinks
On-Pack
= 1x
Jul-13FMCGDrink
On-Pack
= 1x
Nov-13Distribu
tionRetailers
= 11x
Feb-14Distribu
tionRetailers
= 2x
Feb-12Entertain
ment
OOH
= 8x
An example user timeline
User interacted 47 times in 12 different months across 4 sectors and 3 media types
Best practices for strong ROI
Invest in content
• This is what your customers want,
not the tech
• Create value and a reason to interact
Creating a successful campaign
Educate
• Invite your customers
to connect with you
• Use clear, bold, &
enticing call-to-action
Think strategically
• Use the the tech to
enhance a crossmedia campaign
•Think long-term
•Test & learn
Use the experts
• Check best practice &
case studies
Million Blippar
users
4.5+In over 10
million press pages
Featured on over
1 Billion SKUs
S A N F R A N C I S C O • N E W Y O R K • L O N D O N • M U M B A I
2.5Bill
ion AR apps
downloaded per annum
by 2017
Augmented reality is happening…And much more is around the corner…
300% AR growth over
next 4 years predicted
