layar online event – july 18th
DESCRIPTION
The slides from our US Online Event.TRANSCRIPT
© 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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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
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
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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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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 Proprietary33
© 2013, Layar B.V. STRICTLY Confidential and Proprietary34
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
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
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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
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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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Verve Girl
Actual Print What you see with Layar51
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Ann Taylor
Actual Print What you see with Layar52
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INC Magazine: more engagement & additional ad revenue
Actual Print
What you see with Layar
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Publishers Weekly
Actual Print What you see with Layar54
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Nelly Moser - Mom Plus, Parents Group - Meredith
Actual Print What you see with Layar55
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Nelly Moser - Fidelity x NewYorker
Actual Print What you see with Layar56
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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
Actual Print What you see with Layar58
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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
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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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Not all innovation has to disrupt. It can and should strengthen that what exists already.
Maarten Lens-FitzGerald@dutchcowboy
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Thank you!
Maarten Lens-FitzGerald347 414 [email protected]
Martin Ahe917 863 [email protected]
www.layar.com
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