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Blog: cbs

Outdoor Interactive Ads Boost Web Traffic by 500%

Chris Cameron April 4, 2013

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.

To learn more, including the interactive print lessons CBS learned from this campaign, download their Interactive Europe report.


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VIVA and CBS Outdoor Raise Cancer Awareness with Interactive Print

Chris Cameron March 26, 2013

Not long ago, popular men’s magazine Playboy provided readers with extra photos, videos and behind the scenes content with interactive print from Layar. Now the ladies are getting in on the fun with a campaign for VIVA’s “Naked” issue, featuring seven men baring all in the name of cancer awareness.

You might remember the Dutch women’s magazine from October, when it celebrated its 40th anniversary with an interactive print issue, including a cover which came to life! Now for VIVA’s “Naked” issue, the second of its kind, they’re again using an interactive print campaign – this time to raise funds and awareness for colon and prostate cancer.

“I am convinced of the fact that augmented reality is important for our fans,” said Tamira van Roeyen, marketing manager at VIVA.

Together with CBS Outdoor and Layar partner Limebizz, VIVA is advertising the new “Naked” issue with interactive billboards at transit stops around Holland. The ads feature a barely covered naked man – certain to draw attention to passers by. 

“I am convinced of the fact that augmented reality is important for our fans.”

Anyone can scan the ads with Layar to view more, including links to donate to Blue Ribbon, a foundation for men’s health awareness, especially colon and prostate cancer.

“We wanted to measure the possibilities from offline to online,” said Van Roeyen. “In our campaign, people will be triggered by wanting to know who this beautiful man is. If you scan, you will be able to donate money for Blue Ribbon.”

The VIVA “Naked” campaign is a great example of the power of interactive print and the impact it can have on a fundraising effort. Interactive print engages people and drives them to interact, which works very well for encouraging donations for good causes like the Blue Ribbon foundation.


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Exclusive Discount for Assassin’s Creed III

Chris Cameron November 1, 2012

Gamers around the globe have been anticipating this week’s release of the next saga in one of the world’s most popular videogame franchises - Assassin’s Creed 3. For those in the Netherlands, a new ad campaign from CBS Outdoor Advertising and provides a special discount for anyone who scans a new billboard ad and buys the game.

As seen in the photo to the right, the ad has begun popping up in Holland’s many train stations. Eager gamers can scan the ad to see a video trailer of the game and instantly buy the game with a €5 discount on, the largest online retailer in the Netherlands and Belgium.

This summer, we announced that had hooked its database of product packaging (books, DVDs, games and more) into Layar, enabling users to shop for products online by simply scanning them with Layar. Now, is taking part in a new kind of Layar campaign, one on a much larger scale!

This is a great example of the versatility of the Layar Creator. Whether your print is as small as a business card, or as big as an outdoor billboard, the Creator can quickly and easily add engaging digital content on top. By offering a discount, is enhancing the viewer experience and providing valuable engagement with their advertising - a concept we heard Nissan discuss recently at our Toronto event.

Perhaps the best aspect of the Assassin’s Creed III campaign is the large and clear call-to-action. Translated, the text reads “Scan with Layar for discount!” The capitalized red text makes sure people see it, and the Layar logo lets people know they need to download the app to scan it.


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