Layar January 8th Webinar - What Can Layar Do for Your Business? Magazines
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Based on our experience, we’ve found several key ways to be successful with interactive print in several industries, including magazines! Plus, we’ve also discovered the single most critical factor for success. Want to know what they are?
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Layar January 8th Webinar - What Can Layar Do for Your Business? Magazines
- 1. What Can Layar Do for Your Business? Magazines Webinar, January 2014 Maarten Lens-FitzGerald, Co-founder
- 2. Maarten Lens-FitzGerald Layar Co-Founder maarten@layar.com Olga Beza Technical Support Engineer olga@layar.com 2 B
- 3. 45 minutes presentation 15 minutes Q&A ! Questions via ”question box” ! Download the deck now via link in the chat, will be available on line later as well ! Part of webinar series, www.layar.com/events/ 3 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 5. Agenda - Layar - A Good Marriage - Examples - Concept and Formula - Tools & Walk Through - Q&A 5 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 6. About Layar
- 7. http://www.youtube.com/watch?v=-N5xBSMfRTA © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 8. Layar 101 10 million downloads in the US ! Android, iOS phones and tablets 36 million globally 70.000 publishers & marketeers on the Layar Creator
- 9. Layar 101 WE SEE.... 36 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 10. About Layar Layar 101 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
- 12. LAYAR Layar 101 Largest 10 million installs in the US, 36 Million world wide ! Easiest enhance a page in less than 60 seconds ! Smartly Priced 1 enhanced page is $60 ! ! fast, versatile, robust
- 13. Magazines & Interactive print: a good marriage!
- 14. Challenges of the industry Investments in online Ad sales are down ! ! Investments in digital versions Costs are up Small returns Layar 101 Readership is down ! ! Smaller returns Yet magazine keep being successful!
- 15. Give them what the want There is a steady base of readers ! Advertisers still advertise Layar 101 Know what both want then Service & Engage Large publisher houses report > 90% revenue based on print
- 16. Readers are now also digital natives 16 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 17. Yet print is all about DESIRE but no action 17 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 18. What if? Layar 101 You strengthen your print base Grow reader engagement ! ! Reuse your digital assets Add new revenues streams What if you can marry print and digital ?
- 19. Magazines has the right Infrastructure Desire Visually rich No distractions WIFI & phone penetration 19 B © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 20. Strengthen Your Print Base Attract & Amaze Ad up-sell ! ! Inform Sponsoring ! ! Engage Commerce ! ! Provide Service Layar 101 Service Returning Advertisers, Morale Boost, Image Upgrade
- 21. EXAMPLES
- 22. INC. MAGAZINE Sponsored editorial videos, ad upsales Layar 101
- 23. Seventeen Layar 101 Sold advertisers special AR & app based campaigns Created by Layar Partner © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 24. What you see with Layar Unlock deal Get Coupon © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 25. Redbook Layar 101 Created by Layar Partner © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 26. Redbook How to Make Money with Augmented Reality in Publishing Created by Layar Partner The actual page The product list © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 27. Dwell x Ahalife Layar 101 Sponsoring & commerce © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 28. Charlie CAMPAIGN CREATION PRINCIPLES Magazine Enhanced cover, ads & editorial Actual Print What you see with Layar
- 30. Actual Print What you see with Layar
- 31. Ad up-sales & Advertisers come back
- 32. Actual Print What you see with Layar
- 33. Strengthen Your Print Base Attract & Amaze Ad up-sell ! ! Inform Sponsoring ! ! Engage Commerce ! ! Provide Service Layar 101 Service Returning Advertisers, Morale Boost, Image Upgrade
- 34. Concept and Formula Criteria for succes 3 B4
- 35. Concept • Create there one campaign concept to use in the whole magazine • Shop and Share in Dwell • Save to wish list and save money with Seventeen • Interview Video’s is Inc Magazine (with preroll) • Think big (all pages) or small (1 article done very well) • Use variety, don’t do exactly the same very page & issue
- 36. 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.
- 37. 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.
- 38. CAMPAIGN CREATION PRINCIPLES REVEAL A SURPRISE TO YOUR READERS! Actual Print What you see with Layar
- 39. CAMPAIGN CREATION PRINCIPLES CREATE CONTESTS CLICK & WIN! Actual Print What you see with Layar
- 40. Reveal the answers 4 B0 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 41. Promote, Repeat & Repeat • What ever you do, never presume people have done it before every issue • Forpossible use as many instructions and call to actions as • Use other media to promote the extra layer for content: email, website, events
- 42. 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.
- 43. 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.
- 44. 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.
- 48. At Least 6 Issues • Your first website didn't work & make money from day one • Expect to iterate, grow and learn from feedback and statistics advertisers. They need to • Also educate the readers andadded grow accustomed to what is • They need to grow accustomed to recognize the call to actions
- 49. Tools & Walk Through Whats in the box? 4 B9
- 50. Image recognition ! Augmented reality for the buttons and video No special printing technology No special Codes 5 B0 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 51. Better then QR codes: - No ugly visual - Rich media - Change after publishing - Wow effect ! ! 5 B1 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 52. Free Layar App ! 2D and 3D Augmented Reality QR code scanning Detach mode ! iOS and Android Phone& Tablets 5 B2 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 53. Also a custom branded app and the SDK 5 B3 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 54. Easy drag 'n' drop online creation tool 5 B4 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 55. Standard Buttons 5 B5 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 56. 5 B6 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 57. 3D For immersive and advanced experiences. Easy to add, hard to create. Studio Dror Business Card 5 B7 Leonardo Da Vinci’s designs come to live in 3D. © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 58. 5 B8 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 59. 5 B9 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 60. 6 B0 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 61. Page costs 6 B1 Branded App SDK Free App costs Layar App $9.750 one time setup fee $3.250 annual license fee $3.250 annual license fee © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 62. Interactive Print content CAN be changed after publication Once a credit is used it cannot be applied to another page. Price unrelated to print run or circ. Pay with Creditcard or Paypal
- 63. LAYAR How to Make Money with Augmented Reality in Publishing
- 64. Useful Files Creating Successful Campaigns layar.it/ECCguide Calls to Action Guide & Asset Pack layar.it/CallsToActionPack In-depth Creator Workshop January 15th www.layar.com/news/events/ 6 B4 © 2013, Layar B.V. STRICTLY Confidential and Proprietary
- 65. Maarten Lens-FitzGerald maarten@layar.com ! ! ! www.layar.com/support 6 B5 Thank you! © 2013, Layar B.V. STRICTLY Confidential and Proprietary