How to Make Money with
Augmented Reality in Publishing
!

Layar Webinar, November 2013

Maarten Lens-FitzGerald,
Co-founde...
Maarten Lens-FitzGerald
- US General manager &
co-founder of Layar
!
!

2
B
Martin Ahe
Business Development Manager
Martin@layar.com
+1 (917) 863 9203

Georgia Diaconescu
Interactive Print Consultan...
45 minutes presentation
15 minutes Q&A
!

Questions via ”question box”

!

The webinar is recorded and
will be online on t...
Agenda
- Introduction
- History
- Examples & Business Models
- Tools & Walk Through
- Learnings
- Q&A
5
B

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

6
B
1968, Ivan Sutherland
7
B
1992, Tom Claudell and David Mizell
8
B
future world

9
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
How to Make Money with
Augmented Reality in Publishing

10 million

downloads in the US
!

Android, iOS
phones and tablets...
Partner Webinar 12 September

About Layar
Founded June 2009
Backed by VCs Intel, Prime, Sunstone
30 people offices in Amste...
WHO WE WORK WITH

How to Make Money with
Augmented Reality in Publishing
LAYAR

How to Make Money with
Augmented Reality in Publishing

Largest

10 million installs in the US, 35 Million world wi...
The Interactive Print formula
Desire

x

Mobile

=

How to Make Money with
Augmented Reality in Publishing

Action

AR

Yo...
EXAMPLES
How to Make Money with
Augmented Reality in Publishing
INC. MAGAZINE

How to Make Money with
Augmented Reality in Publishing

Sponsored editorial
video’s, ad upsales
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
How to Make Money with
Augmented Reality in Publishing

Turn every real estate
listing into a virtual
tour by embedding
vi...
How to Make Money with
Augmented Reality in Publishing

AUGMENTED REALITY ADVERTISING WITH

Bring your print ads to life
f...
The “Local” Business Case
Number of Unique Ads a Year

500,000

Percentage of Ads Made Interactive

25%

Number of Interac...
Ad up-sales &
Advertisers come back
Actual Print

What you see with Layar
Seventeen

How to Make Money with
Augmented Reality in Publishing

Sold
advertisers
special AR &
app based
campaigns
Creat...
What you see with Layar

Unlock deal

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

How to Make Money with
Augmented Reality in Publishing

Created by Layar Partner

© 2013, Layar B.V. STRICTLY Con...
Dwell x Ahalife

How to Make Money with
Augmented Reality in Publishing

Sponsoring
& commerce

© 2013, Layar B.V. STRICTL...
Partners & Services

How to Make Money with
Augmented Reality in Publishing

Sell AR
Services &
Apps

© 2013, Layar B.V. S...
How to Make Money

How to Make Money with
Augmented Reality in Publishing

Ad up-sell

Earn multiples of $99 to several $1...
How to Make Money

How to Make Money with
Augmented Reality in Publishing

s
Earn multiples of $99 to several $1000
e
g
a
...
Tools & Walk Through
Whats in the box?

3
B3
Image recognition
!

Augmented reality
for the buttons and video 

No QR Codes
No special printing
technology
3
B4

© 2013...
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
The production process

1: Decide what
to enhance
3
B8

2: Choose
digital content
to add

3: Build
campaign &
Launch
© 201...
DEMO TIME
-

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

4
B1

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

4
B2

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
4
B3

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

4
B4

Studio Dror Business Card

Leonardo Da Vinc...
4
B5

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

© 2013, Layar B.V. STRICTLY Confidential and Proprietary
4
B7

© 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...
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
If you build it they will come?

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
Useful files
Creating Successful Campaigns
layar.it/ECCguide
Calls to Action Guide & Asset Pack
layar.it/CallsToActionPack...
How to Make Money

How to Make Money with
Augmented Reality in Publishing

Ad up-sell

Earn multiples of $99 to several $1...
LAYAR

How to Make Money with
Augmented Reality in Publishing
Maarten Lens-FitzGerald
347 414 4000
maarten@layar.com
!

Martin Ahe
917 863 9203
Martin@layar.com
!

www.layar.com

6
B7
...
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Layar November 14 Webinar – How to Make Money with Augmented Reality in Pubishing

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Transcript of "Layar November 14 Webinar – How to Make Money with Augmented Reality in Pubishing"

  1. 1. How to Make Money with Augmented Reality in Publishing ! Layar Webinar, November 2013 Maarten Lens-FitzGerald, Co-founder
  2. 2. Maarten Lens-FitzGerald - US General manager & co-founder of Layar ! ! 2 B
  3. 3. Martin Ahe Business Development Manager Martin@layar.com +1 (917) 863 9203 Georgia Diaconescu Interactive Print Consultant Georgia@layar.com 3 B
  4. 4. 45 minutes presentation 15 minutes Q&A ! Questions via ”question box” ! The webinar is recorded and will be online on the blog and emailed ! Download the deck now via link in the chat 4 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  5. 5. Agenda - Introduction - History - Examples & Business Models - Tools & Walk Through - Learnings - Q&A 5 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  6. 6. History From Augmented Reality to Interactive Print 6 B
  7. 7. 1968, Ivan Sutherland 7 B
  8. 8. 1992, Tom Claudell and David Mizell 8 B
  9. 9. future world 9 B 1984, Terminator © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  10. 10. The future of online is offline © 2013, STRICTLY Confidential and Proprietary © 2013, Layar B.V.Layar B.V. STRICTLY Confidential and Proprietary
  11. 11. http://www.youtube.com/watch?v=-N5xBSMfRTA © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  12. 12. How to Make Money with Augmented Reality in Publishing 10 million downloads in the US ! Android, iOS phones and tablets 35 million globally 65.000 publishers & marketeers
 on the Layar Creator
  13. 13. Partner Webinar 12 September 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 © 2013, Layar B.V. STRICTLY Confidential and Proprietary © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  14. 14. WHO WE WORK WITH How to Make Money with Augmented Reality in Publishing
  15. 15. LAYAR How to Make Money with Augmented Reality in Publishing Largest 10 million installs in the US, 35 Million world wide ! Easiest enhance a page in less then 60 seconds ! Most Budget Friendly 1 enhanced page is $20, no start up fees ! ! ! fast, versatile, robust
  16. 16. The Interactive Print formula Desire x Mobile = How to Make Money with Augmented Reality in Publishing Action AR Your magazine:! Content, ads, instructions and call to actions Video’s, sites, slide shows, webpages, facebook, pintrest, youtube, twitter commerce View, read, see, like, pin, tweet, buy, ‘add to wish-list’
  17. 17. EXAMPLES How to Make Money with Augmented Reality in Publishing
  18. 18. INC. MAGAZINE How to Make Money with Augmented Reality in Publishing Sponsored editorial video’s, ad upsales
  19. 19. Started with 12 newspapers
 Trained >100 people in 2 weeks
 Expanding to all their newspapers © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  20. 20. Give customers a preview of your menu Make it easy to reserve a table
  21. 21. How to Make Money with Augmented Reality in Publishing Turn every real estate listing into a virtual tour by embedding videos and images! call to action button!
  22. 22. How to Make Money with Augmented Reality in Publishing 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
  23. 23. 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 B3
  24. 24. Ad up-sales & Advertisers come back
  25. 25. Actual Print What you see with Layar
  26. 26. Seventeen How to Make Money with Augmented Reality in Publishing Sold advertisers special AR & app based campaigns Created by Layar Partner © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  27. 27. What you see with Layar Unlock deal Get Coupon © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  28. 28. Redbook How to Make Money with Augmented Reality in Publishing Created by Layar Partner © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  29. 29. Dwell x Ahalife How to Make Money with Augmented Reality in Publishing Sponsoring & commerce © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  30. 30. Partners & Services How to Make Money with Augmented Reality in Publishing Sell AR Services & Apps © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  31. 31. How to Make Money How to Make Money with Augmented Reality in Publishing Ad up-sell Earn multiples of $99 to several $1000 ! AR Content Sponsoring Earn a lump sum of multiple $1000s ! Commerce Get a rev share on generated sales ! ! Returning Advertisers, Morale Boost, Image Upgrade
  32. 32. How to Make Money How to Make Money with Augmented Reality in Publishing s Earn multiples of $99 to several $1000 e g a p AR Content Sponsoring d $1000s a Earn a lump sum of multiple e r o Commerce mshare on generated sales la rev l Get e S Ad up-sell ! ! ! ! Returning Advertisers, Morale Boost, Image Upgrade
  33. 33. Tools & Walk Through Whats in the box? 3 B3
  34. 34. Image recognition ! Augmented reality for the buttons and video 
 No QR Codes No special printing technology 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. The production process 1: Decide what to enhance 3 B8 2: Choose digital content to add 3: Build campaign & Launch © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  39. 39. DEMO TIME
  40. 40. - Upload image Add link buttons Add AR video Add audio Add call buttons Add slide show Publish
  41. 41. Standard Buttons 4 B1 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  42. 42. Custom Buttons 4 B2 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  43. 43. 4 B3 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  44. 44. 3D For immersive and advanced experiences. Easy to add, hard to create. 4 B4 Studio Dror Business Card Leonardo Da Vinci’s designs come to live in 3D. © 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. 4 B7 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  48. 48. 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 B8 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  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 If you build it they will come? 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. Useful files Creating Successful Campaigns layar.it/ECCguide Calls to Action Guide & Asset Pack layar.it/CallsToActionPack 6 B4 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  65. 65. How to Make Money How to Make Money with Augmented Reality in Publishing Ad up-sell Earn multiples of $99 to several $1000 ! AR Content Sponsoring Earn a lump sum of multiple $1000s ! Commerce Get a rev share on generated sales ! ! Returning Advertisers, Morale Boost, Image Upgrade
  66. 66. LAYAR How to Make Money with Augmented Reality in Publishing
  67. 67. Maarten Lens-FitzGerald 347 414 4000 maarten@layar.com ! Martin Ahe 917 863 9203 Martin@layar.com ! www.layar.com 6 B7 Thank you! © 2013, Layar B.V. STRICTLY Confidential and Proprietary

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