A talk from the Consumer Track at AWE USA 2017 - the largest conference for AR+VR in Santa Clara, California May 31- June 2, 2017. Richard Luquet (Verizon): The Rebirth of Prints and Billboard Advertising With AR Augmented Reality needed expensive and exclusive hardware until Pokemon proved that a simple smartphone could do the trick for a number of applications. Brands are now expecting their ad campaigns to be more interactive and engaging than before. Agencies are struggling to assemble all the technologies required to offer a compelling experience. In partnership with RYOT Studio and Verizon Labs, we developed technologies that are allowing AR to be built and deployed in just a few steps. Bringing a billboard or a magazine to life with a video, a casual game or an e-commerce experience is getting a lot of momentum with consumers. http://AugmentedWorldExpo.com

1. BRINGING PRINTS &
BILLBOARDS
TO LIFE
Richard Lucquet
Product and Strategy VR/AR - Verizon
richard.lucquet@verizon.com
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SIZZLE
VIDEO INTRO

4. ENGAGE
& MEASURE
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• Magazine , billboards, all fighting for
consumer attention.
• Mainly brand awareness without necessarily a
call to action (4s average viewing)
• For AR to succeed, it must become a must
have experience that delights customers

5. • AR demands that we approach content
creation with conscious intent.
• We are held to a new standard of creating
high quality experiences that serve a real
purpose
• No more “mindless filler”
MAKE CONTENT
WITH INTENT
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6. • Print is no longer bound by physical
limitations
• It will breathe outside the page
THE
OPPORTUNITY
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7. • Smartphones today are seeing “flat”
• Tomorrow (next year), smartphones will
sense depth and accurately identify objects
• Precision of object placement will greatly
improve the experience
DEPTH SENSING
IS COMING
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8. THE BARRIER OF DOWNLOADING
A SEPARATE APP
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2. Download App 3. Launch App1. Trigger Image

9. • Integrate SDK into brand App
• Integrate SDK into Camera App
KEEPING CONTROL
OF THE EXPERIENCE
(OR NOT)
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10. MAKING IT EASY
FOR PUBLISHERS
TO CREATE
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• It’s important to consider the ease of
creation
• Templating is receiving early validation
but will not be the one answer fits all

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AR BUILDER
VIDEO

13. • SDK Integration
• Video Shoot working hand-in-
hand with page designer
ELLE MAGAZINE
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14. COSMO MAGAZINE
& MAYBELLINE
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• E-commerce Integration
• Engagement Measurement

15. VERIZON
RETAIL STORES
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• Standalone App Deployment
• Use of interactive 3D Objects
• E-commerce back-end integration

16. TIME INC.
SPORTS ILLUSTRATED
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• Extension of Printed Content
• Use of templated experiences
• Mix of Brand advertising

17. A COMPLETE PLATFORM SOLUTION
RYOT LAB / ENVRMNT
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Train
Trigger
Image
Integrate
the
Envrmnt
SDK
Publish
App
User
Engages
with AR
Experience
Create AR
Content

18. THANK YOU
Richard Lucquet
Richard.lucquet@verizon.com
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