© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Augmented
Reality 101
Additional revenue and more reader
engageme...
Maarten Lens-FitzGerald
- US General manager &
co-founder of Layar
2
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
45 minutes presentation
15 minutes Q&A
Questions via ”question bo...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Agenda
- Introductions
- History
- Tools & Walk Through
- Example...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
•Worlds largest Mobile Augmented Reality &
Interactive Print Plat...
Martin Ahe
Interactive Print Consultant
6
History
From Augmented Reality to Interactive Print
7
1968, Ivan Sutherland
8
1992, Tom Claudell and David Mizell
9
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
future world
1984, Terminator10
2009, Layar Browser
11
2009 - 2011, Layar Platform enabled thousands of AR experiences
12
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
2011: The mobile computer
can see for the first time
13
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
PRINT has the right Infrastructure
WIFI
Desire
Visually rich
No d...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
extra
engagement
extra
revenue
What is Interactive Print
The inte...
“The Layar Creator proved to
be very easy.”
Robert Thiemann, Editor in
chief, Frame Magazine
16
Tools & Walk Through
Whats in the box?
17
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Image recognition
augmented reality
for the buttons and video
No ...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Mobile App
2D and 3D interactivity
Also QR code scanning
Free on ...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Or choose the custom branded
app or the SDK
20
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Easy drag 'n' drop online creation tool
21
22
23
24
25
26
27
28
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Standard Buttons
29
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Custom Buttons
30
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
High Experience with low investment using HTML Widgets
HTML Widge...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary32
© 2013, Layar B.V. STRICTLY Confidential and Proprietary33
© 2013, Layar B.V. STRICTLY Confidential and Proprietary34
© 2013, Layar B.V. STRICTLY Confidential and Proprietary35
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
3D
For immersive and advanced experiences.
Easy to add, hard to c...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Enterprise integrations:
Automated Processing & Publishing Softwa...
www.layar.com/partners
38
Business Models
How Augmented Reality is earning its lasting
place in the value chain
39
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Magazines & Newspapers
Grow Reader
engagement
- Video
- Weblinks
...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Local Newspaper Business Case
Number of Unique Ads a Year 500,000...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Printers & Agencies
Extra Service
Revenue
Creating more
value for...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Brands
Additional
Communication
Channel
Use your
packaging and
co...
Examples
Learn from others, inspiration!
44
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Glacier Media: Additional Ad Revenue & Commerce
- Started with 12...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Link to more information on
their great deals or to their site
Ut...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Give
customers a
preview of
your menu
Make it easy
to reserve a
t...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Use multi-media to
provide users with
360° tours
Increase test dr...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Suit Supply x Washington Post:
Additional Ad Revenue & Commerce
49
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Magazine Commerce: DWELL x Ahalife:
“...seamless commerce experie...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Verve Girl
Actual Print What you see with Layar
51
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Ann Taylor
Actual Print What you see with Layar
52
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
INC Magazine: more engagement & additional ad
revenue
Actual Prin...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Publishers Weekly
Actual Print What you see with Layar54
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Nelly Moser - Mom Plus, Parents Group - Meredith
Actual Print Wha...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Nelly Moser - Fidelity x NewYorker
Actual Print What you see with...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Reveal the
answers
example
from the Dutch
Triple AAA
Magazine (4
...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Crystal Light, Conde Nast Studio x Vogue, Allure etc
Actual Print...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary59
Insights
Learnings from the field
60
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Over 40% readers
click interactive buttons!
Conversions
61
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Instructions and
enhanced editorial
directly impact
views and CTR...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Activate the new channel
Call to actions
Instructions
Reader Cont...
Layar Services &
A Special Offer
Hit the ground running
64
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Creating Successful Campaigns
Steps to Effective Campaign Creatio...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Layar Services
Campaign Review Service
An personal online review ...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Special Offer
Step IN Package
- 50 page credits
- Campaign Review...
Not all innovation has to
disrupt. It can and should
strengthen that what
exists already.
Maarten Lens-FitzGerald
@dutchco...
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
Thank you!
Maarten Lens-FitzGerald
347 414 4000
maarten@layar.com...
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Layar Online Event – July 18th

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Layar Online Event – July 18th

  1. 1. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Augmented Reality 101 Additional revenue and more reader engagement with augmented reality Maarten Lens-FitzGerald US General Manager & Co-founder maarten@layar.com, 347 414 4000 1
  2. 2. Maarten Lens-FitzGerald - US General manager & co-founder of Layar 2
  3. 3. © 2013, Layar B.V. STRICTLY Confidential and Proprietary 45 minutes presentation 15 minutes Q&A Questions via ”question box” The webinar is recorded and will be online on the blog and emailed Stay up to date, follow the blog and subscribe to the newsletter Download the deck now via link in the chat 3
  4. 4. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Agenda - Introductions - History - Tools & Walk Through - Examples - Business Models - Learnings - Layar Services & A Special Offer 4
  5. 5. © 2013, Layar B.V. STRICTLY Confidential and Proprietary •Worlds largest Mobile Augmented Reality & Interactive Print Platform •33 million downloads & over 50.000 marketeers & publishers registered •40 people, based in Amsterdam, The Netherlands & New York •Clients feature Conde Nast, Meredith, Hearst, Napco, Dwell, Inc, Playboy, Publishing Weekly and many more About Layar 5
  6. 6. Martin Ahe Interactive Print Consultant 6
  7. 7. History From Augmented Reality to Interactive Print 7
  8. 8. 1968, Ivan Sutherland 8
  9. 9. 1992, Tom Claudell and David Mizell 9
  10. 10. © 2013, Layar B.V. STRICTLY Confidential and Proprietary future world 1984, Terminator10
  11. 11. 2009, Layar Browser 11
  12. 12. 2009 - 2011, Layar Platform enabled thousands of AR experiences 12
  13. 13. © 2013, Layar B.V. STRICTLY Confidential and Proprietary 2011: The mobile computer can see for the first time 13
  14. 14. © 2013, Layar B.V. STRICTLY Confidential and Proprietary PRINT has the right Infrastructure WIFI Desire Visually rich No distractions 14
  15. 15. © 2013, Layar B.V. STRICTLY Confidential and Proprietary extra engagement extra revenue What is Interactive Print The integration of social media, links, video, commerce and other digital assets on printed material. 15
  16. 16. “The Layar Creator proved to be very easy.” Robert Thiemann, Editor in chief, Frame Magazine 16
  17. 17. Tools & Walk Through Whats in the box? 17
  18. 18. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Image recognition augmented reality for the buttons and video No QR Codes No special printing technology 18
  19. 19. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Mobile App 2D and 3D interactivity Also QR code scanning Free on iOS and Android 19
  20. 20. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Or choose the custom branded app or the SDK 20
  21. 21. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Easy drag 'n' drop online creation tool 21
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Standard Buttons 29
  30. 30. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Custom Buttons 30
  31. 31. © 2013, Layar B.V. STRICTLY Confidential and Proprietary High Experience with low investment using HTML Widgets HTML Widgets render web code on the page for live feeds, animation and interaction 31
  32. 32. © 2013, Layar B.V. STRICTLY Confidential and Proprietary32
  33. 33. © 2013, Layar B.V. STRICTLY Confidential and Proprietary33
  34. 34. © 2013, Layar B.V. STRICTLY Confidential and Proprietary34
  35. 35. © 2013, Layar B.V. STRICTLY Confidential and Proprietary35
  36. 36. © 2013, Layar B.V. STRICTLY Confidential and Proprietary 3D For immersive and advanced experiences. Easy to add, hard to create. Studio Dror Business Card Leonardo Da Vinci’s designs come to live in 3D.36
  37. 37. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Enterprise integrations: Automated Processing & Publishing Software Plugins. European Amazon “Bol” puts buy buttons on 25000 covers37
  38. 38. www.layar.com/partners 38
  39. 39. Business Models How Augmented Reality is earning its lasting place in the value chain 39
  40. 40. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Magazines & Newspapers Grow Reader engagement - Video - Weblinks - Slide shows - Polls - Click to email Additional Ad revenue Upsell existing ads with AR interaction. Commerce Work with retailer or other outlet to create commerce experience. 40
  41. 41. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Local Newspaper 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 41
  42. 42. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Printers & Agencies Extra Service Revenue Creating more value for customers as well as revenue Innovation Positioning yourself as an innovative company Retention Extra services around the PDF will ensure customers stay with you 42
  43. 43. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Brands Additional Communication Channel Use your packaging and communication to do more then just the printed message, Innovation Positioning yourself as an innovative company Additional Sales Revenues Enable all surfaces as a point of sales 43
  44. 44. Examples Learn from others, inspiration! 44
  45. 45. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Glacier Media: Additional Ad Revenue & Commerce - Started with 12 newspapers - Trained >100 people in 2 weeks - Expanding to all their newspapers45
  46. 46. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Link to more information on their great deals or to their site Utilize a company’s existing advertising by linking to their commercials on YouTube Enhanced Ad Example 46
  47. 47. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Give customers a preview of your menu Make it easy to reserve a table 47
  48. 48. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Use multi-media to provide users with 360° tours Increase test drive with a “Call to book a test drive” button! 48
  49. 49. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Suit Supply x Washington Post: Additional Ad Revenue & Commerce 49
  50. 50. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Magazine Commerce: DWELL x Ahalife: “...seamless commerce experience for our readers” 50
  51. 51. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Verve Girl Actual Print What you see with Layar 51
  52. 52. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Ann Taylor Actual Print What you see with Layar 52
  53. 53. © 2013, Layar B.V. STRICTLY Confidential and Proprietary INC Magazine: more engagement & additional ad revenue Actual Print What you see with Layar 53
  54. 54. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Publishers Weekly Actual Print What you see with Layar54
  55. 55. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Nelly Moser - Mom Plus, Parents Group - Meredith Actual Print What you see with Layar 55
  56. 56. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Nelly Moser - Fidelity x NewYorker Actual Print What you see with Layar 56
  57. 57. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Reveal the answers example from the Dutch Triple AAA Magazine (4 million circ) 24000 unique users. Half of them shared their results on Twitter 57
  58. 58. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Crystal Light, Conde Nast Studio x Vogue, Allure etc Actual Print What you see with Layar 58
  59. 59. © 2013, Layar B.V. STRICTLY Confidential and Proprietary59
  60. 60. Insights Learnings from the field 60
  61. 61. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Over 40% readers click interactive buttons! Conversions 61
  62. 62. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Instructions and enhanced editorial directly impact views and CTR of AR Ads 90% of advertisers who saw a live demo on their own content purchased an enhanced ad A higher success rate selling Layar then selling online or mobile Ads are sold from anywhere between $99 and $3999 or over Raised morale with sales team 100% success rate for all sales people Most popular enhancements for ads are videos and weblinks No new people were hired for this integration 62
  63. 63. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Activate the new channel Call to actions Instructions Reader Contests Promotional Ads Editorials (education & unique content) 63
  64. 64. Layar Services & A Special Offer Hit the ground running 64
  65. 65. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Creating Successful Campaigns Steps to Effective Campaign Creation Step 1: Getting Started with Interactive Print Step 2: Best Practices Guidelines Step 3: Integrating Interactive Print in a Workflow layar.it/ECCguide 65
  66. 66. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Layar Services Campaign Review Service An personal online review of - Page Quality - Instructions - Calls to action - Content - Design - Placement To increase the quality and effectiveness of your campaigns. $1300 per review Getting Started Workshop An 2 hour online workshop over skype or Goto meeting. Topics covered - The Layar Creator - Best Practices - Testing and Publishing - Statistics and Analytics Get your whole team upto speed on Interactive print. Hit the ground running. $1950 for online workshop 66
  67. 67. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Special Offer Step IN Package - 50 page credits - Campaign Review $800 Step UP Package - 100 page credits - Campaign Review $1299save $1300! save $1300! Offer details - Valid till August 31st - Email sales@layar.com, Mention “Online Event Offer” in the subject line and include the following items in the body: the date of your purchase, the size of the bundle, your Layar Creator username and the date you prefer for the review. 67
  68. 68. Not all innovation has to disrupt. It can and should strengthen that what exists already. Maarten Lens-FitzGerald @dutchcowboy 68
  69. 69. © 2013, Layar B.V. STRICTLY Confidential and Proprietary Thank you! Maarten Lens-FitzGerald 347 414 4000 maarten@layar.com Martin Ahe 917 863 9203 Martin@layar.com www.layar.com 69

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