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Blog: Industry News

Nissan’s Toronto Star Campaign Among Finalists for Media Awards

Chris Cameron March 4, 2014

The Toronto Star, Canada’s largest newspaper, and Nissan Canada have been nominated as a finalist for the renowned International News Media Association (INMA) Awards for its “Go Beyond” Interactive Print campaign in the Best Marketing Solution for an Advertising Client category.

The paper collaborated with Nissan Canada – which worked previously with creative agencies TBWA and OMD on an award winning 2012 Interactive Print campaign – to create an interactive newspaper experience that brings digital content to the pages of the paper. They launched the “Go Beyond” campaign in September of 2013, allowing readers to interact with the newspaper by scanning the pages with the Layar App. 

Nissan Canada contributed 30 interactive advertisements and sponsored the “Go Beyond” campaign. Readers could see photographs morph into videos, videos of their favorite columnists and even a behind-the-scenes look at the construction of a new aquarium. Additionally, a contest provided users with the chance to win a $3,000 travel voucher. 

The results of the campaign were a huge success, producing lots of encouraging reactions from readers. The well crafted and positioned calls-to-action in the Toronto Star created a 2,200% boost in Layar App downloads in Canada above the daily average. Of those that scanned a page, an unprecedented 95% clicked-through and interacted with the content, and 20% went on to scan content again in the 3 days following the campaign.

“It was important that the audience had the opportunity to participate in an augmented newspaper that leveraged the technology to provide a deeper connection to the content,” said Tami Coughlan, Associate Director of the Toronto Star’s Integrated Solutions Team in an article on INMA.org.

“We wanted to create anticipation for what was coming next and create motivation to look for the clues throughout the paper that uncovered deeper stories, videos, interactive games, and animations,” she added.

The campaign has also been submitted to Canada’s National Newspaper Awards which will be announced on May 30th. The INMA Awards winners will be announced on May 13th at INMA World Congress in San Francisco.

We’re crossing our fingers for the Toronto Star’s campaign. Lots of hard work went into this project, and it would be great to see a second Interactive Print campaign in Canada be rewarded for its efforts.

Permalink: www.layar.com/news/blog/532

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A First Step On the Road to Interoperability

Dirk Groten February 11, 2014

Today Layar, Metaio and Wikitude, together with the OGC (Open Geospatial Consortium) announced that there will be a demonstration of interoperability between the three browsers of our companies during the upcoming Mobile World Congress. What does it mean and is it important?

Say you’re someone hosting a big festival and are thinking “wouldn’t it be great if I could help the visitors to my event find their way using AR?”. The most popular apps for location-based AR are Layar, Junaio (by Metaio) and Wikitude. So currently you’re going to have to choose a platform and an app for your visitors to download. Or you can make three versions of your AR experience so that it will work with all three apps. Not really the ideal world for creating content for AR.

Actually already more than 4 years ago, Peter Meier (CTO of Metaio), Martin Lechner (CTO of Wikitude) and myself started meeting on a regular basis as part of the AR Standards Community. We knew that if AR was to become an important medium for connecting the physical world to the digital world, it would depend on content publishers being able to create massive amounts of content. And for that to happen, you have to make content publishers’ job easy. That is what standards are for. And one day there will be a standard in this industry. Christine Perey, the founder of the AR Standards Community, has been advocating this right from the early days of the AR Browsers in 2009. She did a great job at pushing Peter, Martin and myself to actively pursue that goal.

There isn’t yet a standard for AR. The ARML 2.0 draft specification proposed by OGC is a first small step towards such a standard, but we’re not there yet. All the companies in this industry are still innovating at a pace that makes it difficult to settle on a common language and common standard in a short period of time.

So during the fall of 2013, again with Christine holding the carrot and stick to ensure progress, we started working on a more pragmatic approach: Rather than having to finalise a standard and support it in our browsers, we (Metaio, Wikitude and Layar) decided to see what it would take to make our browsers interoperable: content made for Junaio should be displayed in Layar and Wikitude and vice versa. Seac02, also an AR browser and platform maker, joined the technical discussions. In January this year we agreed on a technical specification on how to realize interoperability. 

The past few months Stefan Misslinger from Metaio —- replacing Peter who apparently didn’t want to do the nitty-gritty work :-) —- Martin and myself collaborated to achieve this: interoperability between our apps for geo-located content. I quote Martin: 

“I think it’s fair to say that our companies never worked as close together as over the last couple of weeks :-) Was great to see that we can achieve what we wanted to achieve!”

Is this the end goal? No, of course not: Interoperability is still pretty limited. We only support a very basic set of common features. For AR to really become a mass medium, we need to go much further: support interactivity, vision-based content, 3D, etc…

It’s been great working together like this with Stefan, Peter and Martin. Even though we’re competitors, we all want the same: To see a world where AR becomes common place, where content providers populate our physical world with digital content and where end-users can see all of it with one app.

Permalink: www.layar.com/news/blog/529

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How to Make Money with Augmented Reality in Publishing

Maarten Lens-FitzGerald September 27, 2013

AR will not save print. The publishers will.

As the largest platform for augmented reality (AR) with over 9 million downloads in the U.S. and 33 million across the world, Layar has seen many publishers begin to use the innovative technology to their advantage.

There are over 55,000 publishers, marketeers and more using our online interactive print creation tool, the Layar Creator, to create and manage AR campaigns. Seventeen is one of them. So is Inc. Magazine. All of the magazines of the Parents group, Dwell and many others are using Layar, including specialized B2B titles and local newspapers.

And these aren’t “one off” experiments. Many of our clients are regular users because they make money with AR.

Based on our breadth of experience, we’ve been able to distinguish four key ways to make money with AR in publishing. Plus, we’ve also discovered the most critical factor for success. Want to know what they are?

1. Up-sell Print Ads

The biggest way publishers are boosting revenue with AR is by up-selling their advertising. Now normal print ads can be sold as premium AR ads with digital extras, including videos, slideshows, links to webpages or even social media sharing. Some even create entire interactive experiences with 3D animations and games.

Conde Nast recently used Layar in a cross-magazine deal in Vogue, Allure and many others for Kraft’s new Crystal Light product line. It was a huge hit with readers, and major publishers like Napco have also started up-selling their ads with Layar in several of their magazines.

But it’s not just glossy magazines or B2B publications. In Canada, local newspaper publisher Glacier Media shared that they plan to make an extra $7.5 million thanks to their up-selling efforts for Layar-enhanced ads. AR is a perfect fit for the company’s high-volume, low-cost ad model, as the added value of interactivity brings in additional revenue.

The key benefit of AR is additional revenue with little effort. No new websites or iPad editions need to be built. AR allows the existing ad material to be enhanced, creating a competitive advantage and bringing in new revenue.

AR lifts sales morale and advertisers keep coming back because AR is fresh, new and it works! Publishers are making money and people are interacting with the ads - some achieving several hundred thousand views from readers. In short, the advertisers are ready, it’s up to publishers to provide it.

2. Sponsored Editorial Content

Another way publishers are cashing in on AR is through sponsored editorial content enhanced with augmented reality. A good example is the recent Inc. 500 issue in which the bonus AR content has been sponsored by Chase Bank.

Several video interviews, talks and other items are added with AR to the main editorial content feature Chase ads. Each video features a pre-roll ad for Chase credit cards. Depending on the magazine, the audience and other factors, some advertisers have paid over $1,000 to have their name associated with AR content. Others have paid in the tens of thousands. The money for AR is out there.

3. Print to E-Commerce

Rodale, Meredith, Conde Nast, Hearst… it’s hard to name a large publisher that’s not adding retail and e-commerce to its offering. Simultaneously, online retailers like Mr. Porter and Thrillist began in retail and have added publishing to their activities. There is a massive convergence between print and online retail taking place, and AR is the natural way to enable both.

With AR, readers can scan a page and add items to their shopping cart, allowing them to make impulse purchases right then and there. Seventeen saw amazing results with its September issue, as it allowed young readers to scan over 220 pages and add any item to a shopping wishlist.

Dwell and AHAlife.com successfully teamed up to use Layar to offer readers a shoppable magazine experience. They even sold a $3,000 rug through AR! This year, don’t be surprised when you see holiday gift guides with print-to-mobile e-commerce enabled. It’s here now and not going away. The printed page has become a point-of-sale.

4. Charge for Production Services

Layar is a self-service platform. It provides the tools that let anyone create interactive print content. Large printers like RR Donnelley, Brown and Fry Communications are leading the charge in creating extra augmented reality content for their customers.

Publishers are doing the same. Most have production studios that either charge by the hour or as a line item in a cross-media campaign. Either way the model is simple, they charge for the work they do and get paid for it.

The Critical Success Factor

Across the board we see one critical success factor that lets all publishers make money with augmented reality.

Two words: guts and belief.

Publishers with guts and that believe in AR make it work. They see the opportunity and seize it. They aren’t the people that sit back or say “If I only had more resources I would be better.” No. They are the publishers who say that “Despite the changes in my industry, despite the fact I have no extra resources, I made extra revenue with AR.”

They dare to make change in their organization and in their publication. They are the ones that are successful. We have seen it with Glacier Media, with Dwell, with Seventeen and more. At Layar we actively seek these mavericks. We want to work with them. Which are you? A “Despite” person? Or an “If only” person?

Recently, industry pundit Bosacks commented on the idea that AR will “save the print industry.” At Layar we don’t say this. Print doesn’t need saving. Print is changing, but it’s not disappearing.

There is only one key group to steer the industry through all of this successfully: the publishers with guts and belief. The maverick publishers.

Get in touch if you’re ready to join us.

Permalink: www.layar.com/news/blog/515

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Layar Infographic: Interactive Print is Booming!

Chris Cameron September 17, 2013

As interactive print continues to grow across the globe, we felt it was time to put some of Layar’s key facts down in an easily digestible format. 

The infographic below illustrates Layar’s growth and dominance in augmented reality and interactive print. Figures include total downloads of the Layar App, publishers using the Creator, campaigns and pages created, who’s using Layar, and much more!

The most impressive stat of all, however, is the 87% average click-through rate (CTR) seen from interactive print campaigns with Layar.

And, of course, it’s enhanced with Layar. Scan it with the Layar App for links and more info! You can also download and share the infographic as a PDF or JPG.

DOWNLOAD: PDF

Layar Infogrpahic

Permalink: www.layar.com/news/blog/512

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Inspirational Business Book ‘Brand Expedition’ Makes Great Use of Layar

Maarten Lens-FitzGerald March 19, 2012

In 2011, author, Martijn Arets, visited 20 inspiring companies around Europe to learn how to build a better brand. The stories and lessons he learned became the book Brand Expedition

What Martijn set out to do was to visit these companies and understand them better. This became reality when he quit his job and went on the road to interview CEO’s, founders and brand managers. He captured his findings on video and shared his experiences by blogging and tweeting while on the road. At each stop, he requested that each CEO ask the next CEO a question on video. To engage more with his growing audience, Martijn asked them to help pick out which company to visit next.  

While Arets set out to capture his expedition in a digital format, he found that a book was the best way to share the stories and lessons. The book he wrote based on his experiences was a great success in Holland, and he set about crowdsourcing an international edition.

To improve upon that success and tie his online content to the book, Arets and Layar teamed up. For the release of the international edition, Arets used Layar to enrich the book with video interviews of the CEO’s pan-company interviews. Each page enhanced with video content has the View with Layar logo, indicating to readers when the special videos are available.  

At Layar, we think it’s a cool book and a great way to use our platform. The videos fit nicely with the printed content of the book. It gives the book experience something extra, which keeps the reader more enaged and in tune with the “how to build a brand” message and lessons.

We are very curious how the readers will like it.

Watch the video below to see how it works.  You can buy the book here to experience for yourself.

Permalink: www.layar.com/news/blog/372

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