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Blog: interactive print

Making the Most of Calls-to-Action

Chris Cameron December 11, 2012

Not long ago we shared our Comprehensive Best Practices Guide for the Layar Creator - a detailed look at how to create the best and most effective interactive print campaigns.

In that guide we included tips for calls-to-action - the text and iconography you place in your print to prompt readers to scan with the Layar App. After some research, we’ve come up with even more tips for calls-to-action. Here’s what we’ve learned:

The most important elements of a call-to-action include:

  1. Smartphone icon
    The presence of a smartphone icon immediately makes readers think “mobile.” People these days instinctively reach for their smartphone when they see one, like when a friend they are with gets a text or call. Adding the icon in your print indicates how the reader can access the scannable content.

  2. Visual cues
    Using logos and visuals over text often conveys messages quicker and clearer. Including the Layar logo over simple text to direct readers to download the Layar app is key. We have also found that round shapes draw attention better than others. Color is also important, as it should compliment the content on the page while standing out to the reader.

  3. Brief description
    Users are more likely to scan your content if they know what to expect. If they like what they might find, they will be more interested in picking up their smartphone and scanning the page. Use a short, descriptive action phrase, such as “Scan to buy!” or “Scan to watch video!”

  4. Reference instructions
    Sometimes readers come across your calls-to-action without first encountering the instructions you included near the beginning of the magazine. In this case, it’s imperative to direct readers back to the instructions by including the page number (e.g., “See page 4 for instructions.”)

The image above is an ideal example of a call-to-action which includes all of these elements. It includes a smartphone icon, the Layar logo, a brief description and a reference to instructions.

An additional tip for calls-to-action deals with positioning. Logically, it’s best to place calls-to-action near the relevant printed content. As an example, if you’re offering the ability to listen to a song, it makes sense to place a call-to-action near a photo of the artist or the album artwork. The call-to-action works in tandem with the visuals of the content to encourage the reader to scan.

This also applies to spreads of content in a magazine. One might be inclined to only insert one call-to-action for two adjacent pages with digital content, but our research shows that elements on the page without the call-to-action are less likely to be viewed. To ensure all of your content is viewed, place calls-to-action on each page with content, even if they are next to each other in a magazine spread.

Despite all of these tips, there are still challenges. Right now it’s still too early and AR is still too young for readers to recognize the Layar logo alone. Including the text and icons mentioned above helps, but sometimes it’s not enough. For example, you can also add extra information about the digital content in the form of a short list placed near the call-to-action, depending on your page format and layout.

If you’d like more information on calls-to-action and other tips for making the best of your Creator campaigns, check out our Best Practices Guide.

Permalink: www.layar.com/news/blog/443

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Making Calendars Interactive with Stockmans and Randstad

Chris Cameron November 30, 2012

Stockmans Kalenders, a Belgian calendar printer, has worked together Dutch human resources consulting firm Randstad to create a truly unique calendar for 2013.

Randstad’s 2013 calendar has been enhanced with Layar’s interactive print, allowing users to access quick links, watch videos and jump to content on the Randstad website instantaneously by scanning the calendar with their mobile device. It’s a unique use of interactive print and features some really beautiful buttons and enhancements, as you can see in the video above.

We caught up with Stockmans Managing Director Bruno Devos to chat about how Stockmans is using Layar to create unique, interactive calendars.

“As a calendar company and being part of an innovative printing group we were looking for interactive content for an ‘old’ product: our calendars,” says Devos. “We want customers to highlight actual and interactive communication via our calendar projects. We also use print as a communication tool to go a step further via print-to-web.”

“The Group De Bie – Stockmans, located in Duffel, Belgium, launched just 10 days ago ‘Proppolis,’ a bridge for communication agencies to make print interactive,” says Devos. “In January I started a screening project to use AR in our printed products. After this analysis we decided to go for Layar as our AR engine.” 

According to Devos, the decision to use Layar was based on several different criteria, including cost, user friendliness, front- and back-end stability, community, prior use cases, learning curve, easy-to-use result analysis, availability on different platforms, and more. As for using the Creator, Devos says his team had a very positive experience.

“Our people in design were very happy with the Layar Creator,” he said.

Permalink: www.layar.com/news/blog/441

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ANWB’s Kampioen Brings Interactive Print to 5.3M Readers

Chris Cameron November 28, 2012

Europe’s 4th largest magazine has gone interactive with Layar. Kampioen, the 127-year-old magazine of ANWB, the Royal Dutch Touring Club (think AAA but in the Netherlands), is bringing the digital engagement and excitement of interactive print to its 3.5 million subscribers and 5.3 million readers.

The magazine, whose name means “Champion” in Dutch, has been publishing 10 times a year for over a century and boasts one of the biggest magazine circulations in all of Europe. It’s 3.5 million subscribers is equal to that of Top 10 magazines in the United States. In the latest issue, readers can explore the magazine digitally by scanning the pages with the Layar app.

 

“Layar provides us with new posibilities to strengthen the cosy feeling that Kampioen traditionally generates for its readers,” said Bert Gorissen, Editor in Chief of Kampioen. “From the beginning, the Layar team has assisted us in making our magazine interactive. It is very refreshing to work together so closely with clear goals and a lot of enthusiasm.”

Readers can see the cover come to life with an augmented video interview with Dutch singer and actor Erik van Muiswinkel, and explore worldly travel options through extra content sprinkled into the pages. 

A video tour takes readers to exotic South African locations, links bring them to deals on European cruises, and much more, including a chance to win one of 5 gift packages worth €79. While browsing advertisements, including one for the Nokia Lumia 800 from Vodafone, readers can quickly tap a button to instantaneously add items to their online shopping cart.

Check out more photos of the magazine below.

 

 

Notable in this magazine is ANWB’s masterful use of calls-to-action in the print to its digital campaign. On any page with interactive content, an intuitively placed mobile phone icon appears with instructions for what to scan (see example below).

Also, each call-to-action directs readers back to a formal set of instructions on page 7 of the magazine. This is important for any reader that misses the instructions page prior to seeing the call-to-action.

Permalink: www.layar.com/news/blog/440

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Nissan’s Interactive Print Campaign Wins Top Advertising Award

Chris Cameron November 21, 2012

Click here to see Nissan and OMD’s promo video for the campaign.

Over the summer we told you about how automaker Nissan was taking over newspapers in Canada with a massive interactive print campaign. Now, a few months later, we are proud to share that with the help of Layar’s technology, Nissan’s campaign has been awarded Canada’s top advertising award - Best of Show at the Media Innovation Awards.

Check out this video the company used to promote its campaign “Nissan Altima - Innovation that Excites.” Readers of Canada’s top newspapers could scan pull page cover wrap ads to view videos about the car and instantly schedule test drives.

The interactive print campaign, built in a partnership with OMD, PostMedia and TBWA, was a huge success for Nissan. Over 8 million readers viewed the campaign in one day, which lead to more than 6,500 page views at a 42% click-through rate. The most impressive stat? Test drives for the Nissan Altima increased by 65% as a result of the Interactive Print campaign.

“More and more we see brands and publishers using this technology to infuse their print products with the power of the Internet,” said Layar CEO Quintin Schevernels, who says Nissan’s campaign is a testament to the effectiveness of interactive print. “By engaging readers through their smartphones, Nissan’s print advertisements produced substantial results for their business.”

Layar’s interactive print technology helped Nissan came away the big winners last week at the Canadian Media Innovation Awards in Toronto, winning not only Best in Show, but three other awards as well.

Nissan says it plans to keep using Layar in the future, including on another big project coming soon, so stay tuned!

Permalink: www.layar.com/news/blog/439

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Layar Creator Now Home to Over 20,000 Users

Chris Cameron October 29, 2012

After hitting the 25 million mark for Layar app downloads in September, we’re very excited to follow that up with another amazing milestone announcement.

Since its launch just a few short months ago, over 20,000 people have signed up to create interactive print with the Layar Creator!

We’ve seen great activity on the Creator, and our users love it. (Just look at some of the amazing reactions we got from our recent event in Toronto!) In fact, of our 20,000 editors, half have created multiple Creator campaigns. And Creator users come from all over the world, encompassing 84 different countries.

So who are these 20,000 Creator users? They are magazine publishers like VIVA, Labelmag, Discovery and Voetbal International who enhance their editorial content, catalog publishers like Philips myshop, Pelgrim and vtwonen that let readers shop directly from the printed page, book publishers like Lonely Planet that create more engaging experiences for readers, professional journal editors like Neurosurgery that connect their digital resources with their publication, public service officials like the Dutch Nature Reserve that enhance the visitor’s experience, product manufacturers like CHOCSTAR that make their product packaging interactive, and much more!

Publishers and creative editors of all kinds are taking advantage of the Layar Creator to enhance their products. Here’s what our CEO Quintin Schevernels has to say about the Creator’s early adoption.

“We are overwhelmed by the number of editors signing up. This not only shows us the tremendous potential for interactive print, but also the added value of an online self-service tool,” says Schevernels. “We see a lot of people signing up and taking advantage of the possibilities augmented reality has to offer for their business. We expect this number to keep growing.”

So a big THANK YOU to those who have signed up for the Creator and have begun taking part in the interactive print revolution! Not signed up yet? Get started here!

Permalink: www.layar.com/news/blog/433

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