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

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

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How to Make Money with Augmented Reality in Pubishing

How to Make Money with Augmented Reality in Pubishing

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

    • How to Make Money with Augmented Reality in Publishing ! Layar Webinar, November 2013 Maarten Lens-FitzGerald, Co-founder
    • 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 Consultant Georgia@layar.com 3 B
    • 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
    • Agenda - Introduction - History - Examples & Business Models - Tools & Walk Through - Learnings - Q&A 5 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
    • 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 Confidential and Proprietary
    • 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 35 million globally 65.000 publishers & marketeers
 on the Layar Creator
    • 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
    • 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 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
    • 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’
    • 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 Confidential and Proprietary
    • 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 videos and images! call to action button!
    • 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
    • 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
    • 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 Created by Layar Partner © 2013, Layar B.V. STRICTLY Confidential and Proprietary
    • 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 Confidential and Proprietary
    • Dwell x Ahalife How to Make Money with Augmented Reality in Publishing Sponsoring & commerce © 2013, Layar B.V. STRICTLY Confidential and Proprietary
    • Partners & Services How to Make Money with Augmented Reality in Publishing Sell AR Services & Apps © 2013, Layar B.V. STRICTLY Confidential and Proprietary
    • 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
    • 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
    • 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, Layar B.V. STRICTLY Confidential and Proprietary
    • 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
    • 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 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
    • 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 Vinci’s designs come to live in 3D. © 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
    • 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 fee Page costs 4 B8 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
    • 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 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.
    • 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.
    • 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.
    • 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 TARGET USER GROUP & keep in mind what they LIKE. ! Focus on providing an OUTSTANDING USER EXPERIENCE.
    • 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.
    • 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 6 B4 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
    • 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
    • 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 Thank you! © 2013, Layar B.V. STRICTLY Confidential and Proprietary