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What Can Layar Do for Your Business?
Magazines
Webinar, January 2014

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...
https://www.layar.com/events/
4
B
Agenda
- Layar
- A Good Marriage
- Examples
- Concept and Formula
- Tools & Walk Through
- Q&A
5
B

© 2013, Layar B.V. STR...
About Layar
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...
Publishers & Printers
LAYAR

Layar 101

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

Easiest
enhance a page in less than 60 s...
Magazines &
Interactive print: 

a good marriage!
Challenges of the industry

Investments in
online

Ad sales are
down

!

!

Investments in
digital versions
Costs are up

...
Give them what the want

There is a
steady base of
readers
!

Advertisers still
advertise

Layar 101

Know what
both want
...
Readers are now also digital natives
16
B

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Yet print is all about DESIRE 

but no action
17
B

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
What if?

Layar 101

You strengthen
your print base

Grow reader
engagement

!

!

Reuse your
digital assets

Add new
reve...
Magazines has the right Infrastructure

Desire 

Visually rich
No distractions
WIFI & phone penetration
19
B

© 2013, Laya...
Strengthen Your Print Base

Attract & Amaze

Ad up-sell

!

!

Inform

Sponsoring

!

!

Engage

Commerce

!

!

Provide S...
EXAMPLES
INC. MAGAZINE

Sponsored editorial
videos, ad upsales

Layar 101
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
Redbook

How to Make Money with
Augmented Reality in Publishing

Created by Layar Partner

The actual page

The product li...
Dwell x Ahalife

Layar 101

Sponsoring
& commerce

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Charlie CAMPAIGN CREATION PRINCIPLES
Magazine

Enhanced
cover, ads &
editorial
Actual Print

What you see with Layar
Ad up-sales &
Commerce
Actual Print

What you see with Layar
Ad up-sales &
Advertisers come back
Actual Print

What you see with Layar
Strengthen Your Print Base

Attract & Amaze

Ad up-sell

!

!

Inform

Sponsoring

!

!

Engage

Commerce

!

!

Provide S...
Concept and Formula
Criteria for succes

3
B4
Concept
• Create there one campaign concept to use in the whole
magazine
• Shop and Share in Dwell
• Save to wish list and...
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
Reveal the
answers

4
B0

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Promote, Repeat & Repeat
• What ever you do, never presume people have done it
before
every issue
• Forpossible use as man...
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
At Least 6 Issues
• Your first website didn't work & make money from day one
• Expect to iterate, grow and learn from feed...
Tools & Walk Through
Whats in the box?

4
B9
Image recognition
!

Augmented reality
for the buttons and video 

No special printing
technology
No special Codes
5
B0

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

!

5
B1

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

2D and 3D Augmented Reality
QR code scanning
Detach mode
!

iOS and Android
Phone& Tablets
5
B2

© 2013,...
Also a custom branded app and the SDK
5
B3

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

5
B4

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

5
B5

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
5
B6

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

Studio Dror Business Card
5
B7

Leonardo Da Vinci...
5
B8

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
5
B9

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
6
B0

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

6
B1

Branded App

SDK

Free

App costs

Layar App

$9.750
one time setup fee
$3.250
annual license fee

$3.25...
Interactive Print content CAN be changed
after publication
Once a credit is used it cannot be applied to
another page.
Pri...
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
B5

Thank you!

© 2013, Layar B.V. STRICTLY Conf...
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Layar January 8th Webinar - What Can Layar Do for Your Business? Magazines

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Based on our experience, we’ve found several key ways to be successful with interactive print in several industries, including magazines! Plus, we’ve also discovered the single most critical factor for success. Want to know what they are?

Published in: Business, Technology
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Transcript of "Layar January 8th Webinar - What Can Layar Do for Your Business? Magazines"

  1. 1. What Can Layar Do for Your Business? Magazines Webinar, January 2014 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 ! Part of webinar series, www.layar.com/events/ 3 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  4. 4. https://www.layar.com/events/ 4 B
  5. 5. Agenda - Layar - A Good Marriage - Examples - Concept and Formula - Tools & Walk Through - Q&A 5 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  6. 6. About Layar
  7. 7. http://www.youtube.com/watch?v=-N5xBSMfRTA © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  8. 8. Layar 101 10 million downloads in the US ! Android, iOS phones and tablets 36 million globally 70.000 publishers & marketeers
 on the Layar Creator
  9. 9. Layar 101 WE SEE.... 36 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  10. 10. 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
  11. 11. Publishers & Printers
  12. 12. LAYAR Layar 101 Largest 10 million installs in the US, 36 Million world wide ! Easiest enhance a page in less than 60 seconds ! Smartly Priced 1 enhanced page is $60 ! ! fast, versatile, robust
  13. 13. Magazines & Interactive print: 
 a good marriage!
  14. 14. Challenges of the industry Investments in online Ad sales are down ! ! Investments in digital versions Costs are up
 Small returns Layar 101 Readership is down ! ! Smaller returns Yet magazine keep being successful!
  15. 15. Give them what the want There is a steady base of readers ! Advertisers still advertise Layar 101 Know what both want then Service & Engage Large publisher houses report > 90% revenue based on print
  16. 16. Readers are now also digital natives 16 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  17. 17. Yet print is all about DESIRE 
 but no action 17 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  18. 18. What if? Layar 101 You strengthen your print base Grow reader engagement ! ! Reuse your digital assets Add new revenues streams What if you can marry 
 print and digital ?
  19. 19. Magazines has the right Infrastructure Desire 
 Visually rich No distractions WIFI & phone penetration 19 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  20. 20. Strengthen Your Print Base Attract & Amaze Ad up-sell ! ! Inform Sponsoring ! ! Engage Commerce ! ! Provide Service Layar 101 Service Returning Advertisers, Morale Boost, Image Upgrade
  21. 21. EXAMPLES
  22. 22. INC. MAGAZINE Sponsored editorial videos, ad upsales Layar 101
  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. Redbook How to Make Money with Augmented Reality in Publishing Created by Layar Partner The actual page The product list © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  27. 27. Dwell x Ahalife Layar 101 Sponsoring & commerce © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  28. 28. Charlie CAMPAIGN CREATION PRINCIPLES Magazine Enhanced cover, ads & editorial Actual Print What you see with Layar
  29. 29. Ad up-sales & Commerce
  30. 30. Actual Print What you see with Layar
  31. 31. Ad up-sales & Advertisers come back
  32. 32. Actual Print What you see with Layar
  33. 33. Strengthen Your Print Base Attract & Amaze Ad up-sell ! ! Inform Sponsoring ! ! Engage Commerce ! ! Provide Service Layar 101 Service Returning Advertisers, Morale Boost, Image Upgrade
  34. 34. Concept and Formula Criteria for succes 3 B4
  35. 35. 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
  36. 36. 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.
  37. 37. 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.
  38. 38. CAMPAIGN CREATION PRINCIPLES REVEAL A SURPRISE TO YOUR READERS! Actual Print What you see with Layar
  39. 39. CAMPAIGN CREATION PRINCIPLES CREATE CONTESTS CLICK & WIN! Actual Print What you see with Layar
  40. 40. Reveal the answers 4 B0 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  41. 41. Promote, Repeat & Repeat • What ever you do, never presume people have done it before every issue • Forpossible use as many instructions and call to actions as • Use other media to promote the extra layer for content: email, website, events
  42. 42. 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.
  43. 43. 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.
  44. 44. 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.
  45. 45. CALL-TO-ACTION EXAMPLES
  46. 46. CALL-TO-ACTION EXAMPLES Entice
  47. 47. CALL-TO-ACTION EXAMPLES
  48. 48. 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 advertisers. They need to • Also educate the readers andadded grow accustomed to what is • They need to grow accustomed to recognize the call to actions
  49. 49. Tools & Walk Through Whats in the box? 4 B9
  50. 50. Image recognition ! Augmented reality for the buttons and video 
 No special printing technology No special Codes 5 B0 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  51. 51. Better then QR codes: - No ugly visual - Rich media - Change after publishing - Wow effect ! ! 5 B1 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  52. 52. Free Layar App ! 2D and 3D Augmented Reality QR code scanning Detach mode ! iOS and Android Phone& Tablets 5 B2 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  53. 53. Also a custom branded app and the SDK 5 B3 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  54. 54. Easy drag 'n' drop online creation tool 5 B4 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  55. 55. Standard Buttons 5 B5 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  56. 56. 5 B6 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  57. 57. 3D For immersive and advanced experiences. Easy to add, hard to create. Studio Dror Business Card 5 B7 Leonardo Da Vinci’s designs come to live in 3D. © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  58. 58. 5 B8 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  59. 59. 5 B9 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  60. 60. 6 B0 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  61. 61. Page costs 6 B1 Branded App SDK Free App costs Layar App $9.750 one time setup fee $3.250 annual license fee $3.250 annual license fee © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  62. 62. 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
  63. 63. LAYAR How to Make Money with Augmented Reality in Publishing
  64. 64. Useful Files Creating Successful Campaigns layar.it/ECCguide Calls to Action Guide & Asset Pack layar.it/CallsToActionPack In-depth Creator Workshop January 15th
 www.layar.com/news/events/ 6 B4 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  65. 65. Maarten Lens-FitzGerald maarten@layar.com ! ! ! www.layar.com/support 6 B5 Thank you! © 2013, Layar B.V. STRICTLY Confidential and Proprietary
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