Leading paper and packaging industry association TAPPI has joined a growing list of publishers, printers and industry associations signing on with Layar for augmented reality and interactive print solutions. The Atlanta, Georgia-based company, an industry staple for nearly a century, announced the partnership at the 2013 Paper Con Conference earlier this week.
“TAPPI is excited about our partnership with Layar and the opportunity it provides our members and the industry to enhance print products with digital content,” notes Larry N. Montague, TAPPI president and CEO. “Layar allows anyone to easily and quickly add digital content to print and tap into the explosion in online information consumption. It allows users to communicate in new and interactive ways and makes print products more effective and engaging.”
TAPPI promoted this new partnership at Paper Con with posters, banners and a full page ad (see below) in the event’s program. This partnership is another in a trend of industry leaders backing Layar as the interactive print provider of choice. It reaffirms the print industry’s belief in the future of interactive print, and in Layar as the leading provider for all augmented reality needs.
TAPPI’s commitment to Layar is also a sign of growing adoption of Layar in the United States. American publishers Fry Communications and publications like Publishing Executive and Publishers Weekly have already begun using Layar’s interactive print. TAPPI adds to this momentum in the U.S. where use the Layar App tops 7 million downloads.
Are you ready to join the industry leaders and begin taking advantage of what interactive print can add to your business? Get started today!
The Dutch magazine Print Power has created a truly magical cover for its latest issue with Layar’s interactive print. Scanning the cover with Layar brings the static cover to life with a truly awesome video of a magician doing several great close-up card tricks in less than 60 seconds. It’s really something to see!
When we talk about adding the “Wow” factor to your print, this is what we mean! This is a very effective implementation of Layar’s interactive print technology. The call-to-action in the upper right instructs the reader to watch as the magician on the cover comes alive.
This is right up there among the best covers we’ve seen in interactive print, along with the robots on this Reader’s Digest cover and our own LAYARED Magazine with co-founder Raimo. There are lots of other great examples out there, but Print Power has really set the standard for augmented magazine covers!
Founded in 1905, ADO Den Haag is one of the leading football teams in the Dutch national league. Together with marketing and communications multimedia agency UWMERK!WAARDIG, ADO Den Haag will be the first football club ever to use Layar technology during a football match. The kick-off will be take place this evening during the ADO Den Haag – FC Twente match. The club and agency have made the strategic choice to combine football, passion and content in a large campaign for their fans.
During the match, fans will be able to scan the club logo with the Layar App. While using the app, the fans will receive a message of team captain Danny Holla who invites them to
participate in an exclusive contest. In addition the fans will be able to purchase a unique merchandise package and they can “Like” their favorite club on Facebook.
We caught up with Jasper Saeijs, Marketing Coordinator for ADO Den Haag and André Batenburg, Managing Director for UWMERK!WAARDIG to hear more about this campaign.
Why did you decide to include interactive print in the multimedia of ADO Den Haag?
J.S.: ADO Den Haag wants to get to the next level of interaction between the club, the players and the fans. Interactive print provides a unique opportunity for us to bring our club and our players closer to our fans. With Layar we can use the emotional value of a football club and provide a more unique experience around our matches.
A.B.: More and more people want to have a live experience on their mobile devices. Layar provides the unique opportunity to combine multimedia techniques and interactivity (dialogue) at the same moment. Layar is easy to use and enhances the live experience during the football match.
What do you want to achieve?
J.S.: Besides bringing the club and the players closer to our fans, we can also make a quick link to our marketing activities around our products. Interactive print helps in making your marketing strategy less aggressive.
A.B.: As a multimedia agency we want to help ADO Den Haag intensify the contact with their fans. Next to that, we engage with the fans via film, contest, social share and e-commerce.
Why did you choose Layar?
J.S.: UWMERK!WAARDIG introduced us to Layar and we were impressed by the technology.
A.B.: Layar has broad experience in augmented reality and as a Certified Layar Partner, UWMERK!WAARDIG is developing ideas for today and the near future. We can level on strategic issues and work side-by-side in the field of operations.
Plans for the future?
J.S.: For now we like to test with augmented reality and see if we can achieve better communications and interaction with our fans. Augmented reality is one of the concepts that I think will be the future of marketing communication.
A.B.: We will integrate Layar for several business cases of our clients. That goes for retail and other companies. At this moment we are creating a variety of business cases using Layar that will go live in the upcoming weeks and months. I believe that interactive print will grow rapidly and we are happy that we are experienced in this field.
Give it a try yourself by scanning the ADO Den Haag logo in the flyers below! (Click to enlarge.)
The real estate industry has a long history with Layar. In 2009 when Layar began with geo-located layers, Funda, the Dutch real estate search engine, was one of the first and most popular layers on our platform. Today, individual agencies like 4one4 in Australia are using interactive print to provide relevant information about properties to their customers.
Interactive print goes far beyond the pages of magazines, pamphlets or business cards, and Van Santvoort, a real estate agency here in the Netherlands, is showing just what that can mean. At the recent Regionale Nieuwbouwbeurs real estate exhibition, the Van Santvoort stand featured walls full of digital interactivity built by Layar partner Limebizz.
Visitors to the Van Santvoort booth could scan the images and descriptions of real estate properties to view extra photos. Users could swipe through photos in and around the properties as well as view floorplans. Videos offered booth visitors with tours of properties, and a 360º interactive “walkthrough” really made them feel like they were there!
This project is a clear leg-up for Van Santvoort over the competition. Instead of a single picture and description, Van Santvoort could provide multiple pictures, videos and even 360º experiences at an in-person exhibition, instead of online where these experiences traditionally live. Bringing the digital to the real life really made the difference for Van Santvoort.
Previously we’ve mentioned CBS Outdoor’s campaigns with both VIVA women’s magazine and the Assassin’s Creed III video game to enhance transit stops in the Netherlands with interactive print. But CBS didn’t stop there, and judging by the results they saw from another campaign, it’s not surprising they keep coming back.
Last year CBS also used Layar’s interactive print on billboards to promote a new book from popular author David Baldacci. By scanning the ads with Layar, anyone could access and read the first chapter of the book, download the ebook or purchase it online.
According to CBS’s Interactive Europe report, the interactive “Out-of-Home” ads increased web traffic to Baldacci’s website by 500% during the course of the campaign. Later, after the campaign had ended, web traffic remained 250% above average.
“This proves that Out-of-Home delivered against its traditional strengths of building brand awareness and driving a response,” the CBS report says.
According to research performed around the ads, those who scanned with Layar were consistently more likely to report a positive response across several areas, including being more likely to mention the ad to others.
“Interaction also improved opinions, which is a good result for a category that is conservative and notoriously difficult to encourage people to try new authors or genres,” the report adds.
This is yet another example of how interactive print is booming and producing real results for brands and marketers. It’s just one of many campaigns CBS Outdoor is running on Layar, and shows why the well-known advertiser keeps coming back again and again to interactive print.
TAPPI promoted this new partnership at Paper Con with posters, banners and a full page ad (see below) in the event’s program. This partnership is another in a trend of industry leaders backing Layar as the interactive print provider of choice. It reaffirms the print industry’s belief in the future of interactive print, and in Layar as the leading provider for all augmented reality needs.
