Layar January 8th Webinar - What Can Layar Do for Your Business? Magazines

What Can Layar Do for Your Business? Magazines

Webinar, January 2014

Maarten Lens-FitzGerald, Co-founder

Maarten Lens-FitzGerald Layar Co-Founder

[email protected]

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Olga Beza Technical Support Engineer [email protected]

mailto:[email protected]

mailto:[email protected]?subject=

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

45 minutes presentation 15 minutes Q&A

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Questions via ”question box” !

Download the deck now via link in the chat, will be available on line later as well

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Part of webinar series, www.layar.com/events/

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http://www.layar.com/news/events/

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https://www.layar.com/events/

https://www.layar.com/events/

https://www.layar.com/news/events/


Agenda - Layar - A Good Marriage - Examples - Concept and Formula - Tools & Walk Through - Q&A

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About Layar


http://www.youtube.com/watch?v=-N5xBSMfRTA

http://www.youtube.com/watch?v=-N5xBSMfRTA

10 million downloads in the US

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Android, iOS phones and tablets 36 million globally

70.000 publishers & marketeerson the Layar Creator

Layar 101


WE SEE....

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Layar 101


About Layar


Founded June 2009 Backed by VCs Intel, Prime, Sunstone 30 people offices in Amsterdam, New York, Toronto Global leader in mobile augmented reality Android, iPhone, iPad

Layar 101

Publishers & Printers

LAYAR

Largest 10 million installs in the US, 36 Million world wide

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Easiest enhance a page in less than 60 seconds

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Smartly Priced 1 enhanced page is $60

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fast, versatile, robust

Layar 101

Magazines & Interactive print: a good marriage!

Challenges of the industry Layar 101

Investments in online

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Investments in digital versions

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Costs are upSmall returns

Yet magazine keep being successful!

Ad sales are down

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Readership is down

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Smaller returns

Give them what the want Layar 101

There is a steady base of

readers !

Advertisers still advertise

Large publisher houses report > 90% revenue based on print

Know what both want

then Service

& Engage

© 2013, Layar B.V. STRICTLY Confidential and ProprietaryB16

Readers are now also digital natives


Yet print is all about DESIRE but no action

What if? Layar 101

You strengthen your print base

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Reuse your digital assets

What if you can marry print and digital ?

Grow reader engagement

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Add new revenues streams

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

Magazines has the right Infrastructure

Desire Visually rich

No distractions WIFI & phone penetration

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Strengthen Your Print Base Layar 101

Attract & Amaze !

Inform !

Engage !

Provide Service

Returning Advertisers, Morale Boost, Image Upgrade

Ad up-sell !

Sponsoring !

Commerce !

Service

EXAMPLES

INC. MAGAZINE

Sponsored editorial videos, ad upsales

Layar 101


Sold advertisers special AR & app based campaigns

Seventeen

Created by Layar Partner

Layar 101


What you see with Layar Unlock deal Get Coupon


Redbook

Created by Layar Partner

Layar 101


Redbook How to Make Money with Augmented Reality in Publishing

Created by Layar PartnerThe actual page The product list


Sponsoring & commerce

Dwell x Ahalife Layar 101

CAMPAIGN CREATION PRINCIPLES

Actual Print What you see with Layar

Charlie Magazine

Enhanced cover, ads &

editorial

Ad up-sales & Commerce

Ad up-sales & Advertisers come back

Strengthen Your Print Base Layar 101

Attract & Amaze !

Inform !

Engage !

Provide Service

Returning Advertisers, Morale Boost, Image Upgrade

Ad up-sell !

Sponsoring !

Commerce !

Service

Concept and FormulaCriteria for succes

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Concept

• Create there one campaign concept to use in the whole magazine

• Shop and Share in Dwell

• Save to wish list and save money with Seventeen

• Interview Video’s is Inc Magazine (with preroll)

• Think big (all pages) or small (1 article done very well)

• Use variety, don’t do exactly the same very page & issue


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The campaign should reflect and focus on

your MAIN OBJECTIVES!

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Always focus on the TARGET USER GROUP &

keep in mind what they LIKE.

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Focus on providing an OUTSTANDING

USER EXPERIENCE.


RELEVANT What would your target group like to see?

INFORMATIVE Add value to print by letting readers know more!

EXCLUSIVE Show what’s happening

behind the scenes

INTERACTIVE Present information

in an entertaining way.

ENTERTAINING Readers do not just want

to consume content, but also interact with it.


REVEAL A SURPRISE TO YOUR READERS!



CREATE CONTESTS


CLICK & WIN!


Reveal the answers

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Promote, Repeat & Repeat

• What ever you do, never presume people have done it before

• For every issue use as many instructions and call to actions as possible

• Use other media to promote the extra layer for content: email, website, events

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. !

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)

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Mention the app is available on Android and iPhone.

HOW-TO INSTRUCTIONS

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• 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

CALL-TO-ACTION EXAMPLES

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• 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.



Entice

At Least 6 Issues

• Your first website didn't work & make money from day one

• Expect to iterate, grow and learn from feedback and statistics

• Also educate the readers and advertisers. They need to grow accustomed to what is added

• They need to grow accustomed to recognize the call to actions

Tools & Walk ThroughWhats in the box?

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Image recognition !

Augmented reality for the buttons and video

No special printing technology No special Codes

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Better then QR codes: - No ugly visual - Rich media - Change after publishing - Wow effect !

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Free Layar App !

2D and 3D Augmented Reality QR code scanning

Detach mode !

iOS and Android Phone& Tablets

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Also a custom branded app and the SDK B53


Easy drag 'n' drop online creation tool

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Standard Buttons

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

Studio Dror Business Card Leonardo Da Vinci’s designs come to live in 3D. B57


App costs

Page costs

Layar App Branded App SDK

Free$9.750

one time setup fee $3.250

annual license fee

$3.250 annual license fee

Interactive Print content CAN be changed after publication Once a credit is used it cannot be applied to another page. Price unrelated to print run or circ. Pay with Creditcard or Paypal

LAYAR How to Make Money with Augmented Reality in Publishing


Creating Successful Campaigns layar.it/ECCguide

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Useful Files

Calls to Action Guide & Asset Pack layar.it/CallsToActionPack

In-depth Creator Workshop January 15th

www.layar.com/news/events/

http://layar.it/ECCguide

http://layar.it/CallsToActionPack

http://www.layar.com/news/events/


Thank you!

Maarten Lens-FitzGerald [email protected] !

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www.layar.com/support

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Layar January 8th Webinar - What Can Layar Do for Your Business? Magazines

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Transcript of Layar January 8th Webinar - What Can Layar Do for Your Business? Magazines