Layar 101: Intro to AR and Interactive Print
Layar Webinar, December 2013

Maarten Lens-FitzGerald,
Co-founder
Maarten Lens-FitzGerald
Layar Co-Founder
maarten@layar.com

Olga Beza
Technical Support Engineer
olga@layar.com
2
B
45 minutes presentation
15 minutes Q&A
!

Questions via ”question box”
!

Download the deck now via link in the chat, will...
Agenda
- Introduction
- History
- Examples
- Tools & Walk Through
- Learnings
- Q&A
4
B

© 2013, Layar B.V. STRICTLY Confi...
History
From Augmented Reality to Interactive Print

5
B
1968, Ivan Sutherland
6
B
1992, Tom Claudell and David Mizell
7
B
future world

8
B

1984, Terminator

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
The future of online is offline
© 2013, STRICTLY Confidential and Proprietary
© 2013, Layar B.V.Layar B.V. STRICTLY Confid...
http://www.youtube.com/watch?v=-N5xBSMfRTA
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Layar 101

10 million
downloads in the US
!

Android, iOS
phones and tablets
36 million globally

70.000 publishers & mark...
Layar 101

WE SEE....

36

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

Layar 101

Founded June 2009
Backed by VCs Intel, Prime, Sunstone
30 people offices in Amsterdam, New York, To...
WHO WE WORK WITH

Layar 101
LAYAR

Layar 101

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

Easiest
enhance a page in less then 60 s...
EXAMPLES
INC. MAGAZINE

Sponsored editorial
videos, ad upsales

Layar 101
Started with 12 newspapers

Trained >100 people in 2 weeks

Expanding to all their newspapers

© 2013, Layar B.V. STRICTLY...
Give
customers a
preview of
your menu

Make it easy
to reserve a
table
Layar 101

Turn every real estate
listing into a virtual
tour by embedding
videos and images!

call to action
button!
Layar 101

AUGMENTED REALITY ADVERTISING WITH

Bring your print ads to life
for $99 per ad/creative
Allow consumers to wat...
The “Local” Business Case
Number of Unique Ads a Year

500,000

Percentage of Ads Made Interactive

25%

Number of Interac...
Seventeen

Layar 101

Sold
advertisers
special AR &
app based
campaigns
Created by Layar Partner

© 2013, Layar B.V. STRIC...
What you see with Layar

Unlock deal

Get Coupon
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Redbook

Layar 101

Created by Layar Partner

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Dwell x Ahalife

Layar 101

Sponsoring
& commerce

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

The 2nd grade fairy tale
scavenger hunt. By
Shannon McClintock
Miller from Van Meter
Community School, Iowa

La...
Retail & Packaging

Layar 101

Black Friday 2013 all
Canadian households
got a Layared brochure

Dutch Humus brand
Maza en...
Books, Real Estate & Events

The Meringue Girls from
London enhance their
cook book with their
videos

Australia’s Real Es...
Why Do Augmented Reality?

Attract & Amaze

Ad up-sell

!

!

Inform

Sponsoring

!

!

Entertain

Commerce

!

!

Provide...
Tools & Walk Through
Whats in the box?

3
B1
https://www.layar.com/events/
3
B2
Image recognition
!

Augmented reality
for the buttons and video 

No special printing
technology
No special Codes
3
B3

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

!

3
B4

© 2013, Layar B.V. ...
Free Layar App
!

2D and 3D Augmented Reality
QR code scanning
!

iOS and Android
Phone& Tablets

3
B5

© 2013, Layar B.V....
Also a custom branded app and the SDK
3
B6

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Easy drag 'n' drop online creation tool

3
B7

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
DEMO TIME
-

Upload image
Add link buttons
Add AR video
Add call buttons
Add slide show
Publish
Standard Buttons

4
B0

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

4
B1

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
4
B2

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
3D
For immersive and advanced
experiences. Easy to add, hard
to create.

Studio Dror Business Card
4
B3

Leonardo Da Vinci...
4
B4

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
4
B5

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
4
B6

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

App costs

Free

Branded App

SDK

$9.600
one time setup fee
$3.200
annual license fee

$3.250
annual license f...
Interactive Print content can be changed
after publication
Once a credit is used it cannot be applied to
another page.
Pri...
Calls to Actions and Content
Criteria for succes

4
B9
Instructions &
Calls to Action
SHOUT IT OUT!

5
B0
HOW-TO INSTRUCTIONS
RESERVE SPACE for instructions, preferably one
dedicated page.
!

EXPLAIN WHAT IS SPECIAL about this i...
CALL-TO-ACTION EXAMPLES

• VISIBLE & INFORMATIVE
!

• SPECIFIC about what type of content
users can expect.
!

• Highlight...
CALL-TO-ACTION EXAMPLES

!

• AVOID unclear calls-to-action
like “View with Layar”; they will
most likely not attract read...
CALL-TO-ACTION EXAMPLES
CALL-TO-ACTION EXAMPLES

Entice
CALL-TO-ACTION EXAMPLES
Content
Creator for your audience, for your objective.

5
B7
CAMPAIGN CREATION PRINCIPLES

!

The campaign should reflect and focus on
your MAIN OBJECTIVES!
!

Always focus on the TAR...
CAMPAIGN CREATION PRINCIPLES

RELEVANT

What would your
target group like to see?
INFORMATIVE

Add value to print by letti...
CAMPAIGN CREATION PRINCIPLES

REVEAL A SURPRISE TO YOUR READERS!

Actual Print

What you see with Layar
CAMPAIGN CREATION PRINCIPLES

CREATE CONTESTS

CLICK 	

& WIN!

Actual Print

What you see with Layar
CAMPAIGN CREATION PRINCIPLES

INTERACTIVE COVER PAGES

Actual Print

What you see with Layar
Reveal the
answers

6
B3

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

How to Make Money with
Augmented Reality in Publishing
Useful Files
Creating Successful Campaigns
layar.it/ECCguide
Calls to Action Guide & Asset Pack
layar.it/CallsToActionPack...
Maarten Lens-FitzGerald
maarten@layar.com
!
!
!

www.layar.com/support

6
B6

Thank you!

© 2013, Layar B.V. STRICTLY Conf...
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Layar December 11th Webinar - Intro to Interactive Print

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Learn the ins and outs of interactive print, including how it can grow your business and increase customer engagement. We’ll help you understand the benefits of this exciting new field and inspire you with our most recent case studies.

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Layar December 11th Webinar - Intro to Interactive Print

  1. 1. Layar 101: Intro to AR and Interactive Print Layar Webinar, December 2013 Maarten Lens-FitzGerald, Co-founder
  2. 2. Maarten Lens-FitzGerald Layar Co-Founder maarten@layar.com Olga Beza Technical Support Engineer olga@layar.com 2 B
  3. 3. 45 minutes presentation 15 minutes Q&A ! Questions via ”question box” ! Download the deck now via link in the chat, will be available on line later as well ! Start of webinar series, see www.layar.com/ events/ for coming webinars. 
 Next is Layar Creator in depth on December 18th 3 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  4. 4. Agenda - Introduction - History - Examples - Tools & Walk Through - Learnings - Q&A 4 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  5. 5. History From Augmented Reality to Interactive Print 5 B
  6. 6. 1968, Ivan Sutherland 6 B
  7. 7. 1992, Tom Claudell and David Mizell 7 B
  8. 8. future world 8 B 1984, Terminator © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  9. 9. The future of online is offline © 2013, STRICTLY Confidential and Proprietary © 2013, Layar B.V.Layar B.V. STRICTLY Confidential and Proprietary
  10. 10. http://www.youtube.com/watch?v=-N5xBSMfRTA © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  11. 11. Layar 101 10 million downloads in the US ! Android, iOS phones and tablets 36 million globally 70.000 publishers & marketeers
 on the Layar Creator
  12. 12. Layar 101 WE SEE.... 36 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  13. 13. About Layar Layar 101 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 © 2013, Layar B.V. STRICTLY Confidential and Proprietary © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  14. 14. WHO WE WORK WITH Layar 101
  15. 15. LAYAR Layar 101 Largest 10 million installs in the US, 36 Million world wide ! Easiest enhance a page in less then 60 seconds ! Most Budget Friendly 1 enhanced page is $20 ! ! fast, versatile, robust
  16. 16. EXAMPLES
  17. 17. INC. MAGAZINE Sponsored editorial videos, ad upsales Layar 101
  18. 18. Started with 12 newspapers
 Trained >100 people in 2 weeks
 Expanding to all their newspapers © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  19. 19. Give customers a preview of your menu Make it easy to reserve a table
  20. 20. Layar 101 Turn every real estate listing into a virtual tour by embedding videos and images! call to action button!
  21. 21. Layar 101 AUGMENTED REALITY ADVERTISING WITH Bring your print ads to life for $99 per ad/creative Allow consumers to watch videos, share information and buy your products directly from your print ad or YouTube channel Enable purchases by linking directly to your mobile or e-commerce pages Increase customer engagement with compelling offers, coupons, give-aways and bonuses Link prospective customers directly to customer service with active phone and email links Drive readers to show “how-to” and demo videos Link directly to online catalogues Let your print and digital assets work together for increased effectiveness MAKE SURE TO LET READERS KNOW THAT YOUR PRINT AD IS ENHANCED WITH LAYAR Give your potential customers step-by-step directions to your place of business using their mobile GPS 1. Download the app from get.layar.com Add image carousels to your print ads to showcase an array or products 2. Include a call to action: Scan with What are people are saying about Layar? Josephine Wasch International Sales Manager VIA Rail Canada Julie Coghlan Director, Marketing & Comms Royal Columbian Hospital Foundation Barry Penderson Owner Big O Tires, Chilliwack
  22. 22. The “Local” 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 2 B2
  23. 23. Seventeen Layar 101 Sold advertisers special AR & app based campaigns Created by Layar Partner © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  24. 24. What you see with Layar Unlock deal Get Coupon © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  25. 25. Redbook Layar 101 Created by Layar Partner © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  26. 26. Dwell x Ahalife Layar 101 Sponsoring & commerce © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  27. 27. Education The 2nd grade fairy tale scavenger hunt. By Shannon McClintock Miller from Van Meter Community School, Iowa Layar Partner Early Adapter Inc created a reusable Augmented Reality timeline educational tool for the Avenues World School. Layar 101 Interactive World Map For Kids: Children can explore 80+ features and learn fun facts about them. © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  28. 28. Retail & Packaging Layar 101 Black Friday 2013 all Canadian households got a Layared brochure Dutch Humus brand Maza enhances all product packaging with videos, social and competitions Latin American Food producer Nutresa enhances all its products © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  29. 29. Books, Real Estate & Events The Meringue Girls from London enhance their cook book with their videos Australia’s Real Estate agency- 4one4 enhances its prig material with video and links Layar 101 The interactive Art far linked to its website and showed a art video on its poster. © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  30. 30. Why Do Augmented Reality? Attract & Amaze Ad up-sell ! ! Inform Sponsoring ! ! Entertain Commerce ! ! Provide Service Layar 101 Service Returning Advertisers, Morale Boost, Image Upgrade
  31. 31. Tools & Walk Through Whats in the box? 3 B1
  32. 32. https://www.layar.com/events/ 3 B2
  33. 33. Image recognition ! Augmented reality for the buttons and video 
 No special printing technology No special Codes 3 B3 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  34. 34. Better then QR codes: - No ugly visual - Rich media - Change after publishing - Wow effect ! ! 3 B4 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  35. 35. Free Layar App ! 2D and 3D Augmented Reality QR code scanning ! iOS and Android Phone& Tablets 3 B5 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  36. 36. Also a custom branded app and the SDK 3 B6 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  37. 37. Easy drag 'n' drop online creation tool 3 B7 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  38. 38. DEMO TIME
  39. 39. - Upload image Add link buttons Add AR video Add call buttons Add slide show Publish
  40. 40. Standard Buttons 4 B0 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  41. 41. Custom Buttons 4 B1 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  42. 42. 4 B2 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  43. 43. 3D For immersive and advanced experiences. Easy to add, hard to create. Studio Dror Business Card 4 B3 Leonardo Da Vinci’s designs come to live in 3D. © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  44. 44. 4 B4 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  45. 45. 4 B5 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  46. 46. 4 B6 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  47. 47. Layar App App costs Free Branded App SDK $9.600 one time setup fee $3.200 annual license fee $3.250 annual license fee Page costs 4 B7 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  48. 48. 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. A page is live for 12 months Pay with Creditcard or Paypal
  49. 49. Calls to Actions and Content Criteria for succes 4 B9
  50. 50. Instructions & Calls to Action SHOUT IT OUT! 5 B0
  51. 51. HOW-TO INSTRUCTIONS 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) ! Mention the app is available on Android and iPhone.
  52. 52. CALL-TO-ACTION EXAMPLES • VISIBLE & INFORMATIVE ! • 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.
  53. 53. CALL-TO-ACTION EXAMPLES ! • 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.
  54. 54. CALL-TO-ACTION EXAMPLES
  55. 55. CALL-TO-ACTION EXAMPLES Entice
  56. 56. CALL-TO-ACTION EXAMPLES
  57. 57. Content Creator for your audience, for your objective. 5 B7
  58. 58. CAMPAIGN CREATION PRINCIPLES ! 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.
  59. 59. CAMPAIGN CREATION PRINCIPLES 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.
  60. 60. CAMPAIGN CREATION PRINCIPLES REVEAL A SURPRISE TO YOUR READERS! Actual Print What you see with Layar
  61. 61. CAMPAIGN CREATION PRINCIPLES CREATE CONTESTS CLICK & WIN! Actual Print What you see with Layar
  62. 62. CAMPAIGN CREATION PRINCIPLES INTERACTIVE COVER PAGES Actual Print What you see with Layar
  63. 63. Reveal the answers 6 B3 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  64. 64. LAYAR How to Make Money with Augmented Reality in Publishing
  65. 65. Useful Files Creating Successful Campaigns layar.it/ECCguide Calls to Action Guide & Asset Pack layar.it/CallsToActionPack In-depth Creator Workshop December 18th
 www.layar.com/news/events/ 6 B5 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  66. 66. Maarten Lens-FitzGerald maarten@layar.com ! ! ! www.layar.com/support 6 B6 Thank you! © 2013, Layar B.V. STRICTLY Confidential and Proprietary

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