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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

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

  • 1. How to Make Money with Augmented Reality in Publishing ! Layar Webinar, November 2013 Maarten Lens-FitzGerald, Co-founder
  • 2. Maarten Lens-FitzGerald - US General manager & co-founder of Layar ! ! 2 B
  • 3. Martin Ahe Business Development Manager Martin@layar.com +1 (917) 863 9203 Georgia Diaconescu Interactive Print Consultant Georgia@layar.com 3 B
  • 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. Agenda - Introduction - History - Examples & Business Models - Tools & Walk Through - Learnings - Q&A 5 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 6. History From Augmented Reality to Interactive Print 6 B
  • 8. 1992, Tom Claudell and David Mizell 8 B
  • 9. future world 9 B 1984, Terminator © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 10. The future of online is offline © 2013, STRICTLY Confidential and Proprietary © 2013, Layar B.V.Layar B.V. STRICTLY Confidential and Proprietary
  • 11. http://www.youtube.com/watch?v=-N5xBSMfRTA © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 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. 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. WHO WE WORK WITH How to Make Money with Augmented Reality in Publishing
  • 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. 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. EXAMPLES How to Make Money with Augmented Reality in Publishing
  • 18. INC. MAGAZINE How to Make Money with Augmented Reality in Publishing Sponsored editorial video’s, ad upsales
  • 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. Give customers a preview of your menu Make it easy to reserve a table
  • 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. 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. 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
  • 25. Actual Print What you see with Layar
  • 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. What you see with Layar Unlock deal Get Coupon © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 28. Redbook How to Make Money with Augmented Reality in Publishing Created by Layar Partner © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 29. Dwell x Ahalife How to Make Money with Augmented Reality in Publishing Sponsoring & commerce © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 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. 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. 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. Tools & Walk Through Whats in the box? 3 B3
  • 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. 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. Also a custom branded app and the SDK 3 B6 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 37. Easy drag 'n' drop online creation tool 3 B7 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 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
  • 40. - Upload image Add link buttons Add AR video Add audio Add call buttons Add slide show Publish
  • 41. Standard Buttons 4 B1 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 42. Custom Buttons 4 B2 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 43. 4 B3 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 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. 4 B5 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 46. 4 B6 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 47. 4 B7 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 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. Calls to Actions and Content Criteria for succes 4 B9
  • 50. Instructions & Calls to Action SHOUT IT OUT! 5 B0
  • 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. 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. 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.
  • 57. Content If you build it they will come? 5 B7
  • 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. 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. CAMPAIGN CREATION PRINCIPLES REVEAL A SURPRISE TO YOUR READERS! Actual Print What you see with Layar
  • 61. CAMPAIGN CREATION PRINCIPLES CREATE CONTESTS CLICK ! & WIN! Actual Print What you see with Layar
  • 62. CAMPAIGN CREATION PRINCIPLES INTERACTIVE COVER PAGES Actual Print What you see with Layar
  • 63. Reveal the answers 6 B3 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
  • 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. 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. LAYAR How to Make Money with Augmented Reality in Publishing
  • 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