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Blog: magazine

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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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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Breaking Down the Refreshed LAYARED Magazine

Chris Cameron October 25, 2012

If you scan the pages of our LAYARED Magazine today, you’ll see fresh new content on every page!

This summer when we introduced the magazine - our tentpole example of how publishers can add interactivity to the static pages of print content - we packed the pages with awesome digital extras made using the Layar Creator. Now, after several big Creator campaigns have hit the magazine stands, we’ve been able to piece together just what makes for a successful interactive print campaign.

Taking these insights, as well as those we shared recently in our Best Practices Guide, we’ve completely refreshed the interactive print found in LAYARED to showcase how powerful and impactful this medium can be. Here’s an overview of what we changed, and why, and how you can use these concepts to create more effective campaigns.

Attracting & Educating with the Cover

We actually didn’t change the cover - it’s still the same great introduction video from Raimo van der Klein - but we wanted to reiterate what makes for an outstanding interactive print cover. We framed and designed Raimo’s video in such a way that when viewed over the magazine, it appears as though the pages come to life. This really helps a reader begin to grasp the overall concept of interactive print.

The other important thing to note about the cover video is that it serves a practical purpose for those who watch it. In our video, Raimo explains what the LAYARED Magazine is and how to use your phone to scan the pages and interact with the content. In your publication, a cover video could help to introduce your magazine as a special issue with interactive print, as well as show them how to use it.

And we’re not the only ones adding videos to our cover! Be sure to check out the VIVA Magazine 40th Anniversary issue which has a similar “come to life” style cover video!

Pro tip! — The cover of your publication is the first thing your readers see, and thus is a great place to make an important first impression. Grab their attention and help them understand what to expect. If a video isn’t your thing, think top level - include links to your homepage or maybe a place where readers can subscribe.

Providing Clear Instructions

The next most important aspect of any interactive print campaign is the instructions. Readers need a clear explanation of how to use Layar with the publication, which is why we dedicated a two page spread to this very concept on pages 4 and 5 of LAYARED. You probably don’t need to use so much space (many use just one page) but we wanted to clearly emphasize this.

The instructions in LAYARED are very clear and easy to follow. Importantly, the instructions include both illustrations and text to guide users through how to view interactive print. If you scan our instructions, we provide a quick link to info about the all new Layar 7.0, as well as an embedded video that appears to pop out of the printed page.

Pro tip! — In your publication, also make sure the instructional illustrations don’t look too much like an advertisement or editorial content as readers may otherwise miss them.

Read more »

Permalink: www.layar.com/news/blog/432

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VIVA Magazine Goes Interactive to Celebrate 40th Anniversary

Chris Cameron October 23, 2012

Dutch women’s magazine VIVA is celebrating 40 years of publication by adding interactivity to its pages with Layar.

In the latest issue, readers can view exclusive videos, shop directly for items advertised in the magazine and much more! We talked with VIVA Product Manager Anouk Vos to get the inside story on how they planned the issue, what their experience was like with the Layar Creator and what to expect in the future from VIVA.

How did VIVA plan for incorporating interactive print? What was the process like?

When you start a production, the editorial staff sits together. In the staff meeting, we decide the complete layout of the magazine, then we think of what gets “Layared,” and then we decide which buttons to use, which should be created, etc. With the help of our art director we browsed the pages and thought of a pink layout that would be visible on all sorts of backgrounds. Most of the options we used were pretty basic: download page, download app, listen, etc. For the animated cover, as this was more delicate, we used a couple of test versions. We wanted to make that sure it worked.

 

What inspired you to use Layar? How did you hear of it?

Actually, I was looking for a new way to present myself in presentations, so I took a VIVA cover and said “Just scan the image to get my contact details, download link to the presentation, etc.” The ad-interim editor in chief of VIVA, Jossine Modderman, immediately got enthusiastic, so we created a demo page for the real VIVA. Jossine in her editorial told her readers that she was proud of her curves. A couple of readers reacted that in her editorial image she looked so thin, so which curves was she talking about? As a reaction, we created an editorial where we said “If you’re curious, scan the image with Layar, and you can see the unphotoshopped, just pure Jossine editorial image.”

We received a couple of nice reactions, and at that point we decided we wanted to be more informed about Layar and its possibilities, and bring our magazine to life. Also LINDA. Magazine has some really cool examples (e.g. the poll option), so why not take part in the Layar revolution?

 

How was the experience of using the Creator?

The Layar Creator is quite a basic tool - it is so easy to use. But still, the most important process with the Creator is the testing. By testing you will experience hiccups and you learn more about the Creator. For example, I used a rather large image, so some phones couldn’t load it. This is of course very logical when you think about it, but when first working with the tool, you will just upload the image and start your Layar quest.

How do you plan to use Layar in the future?

The animated cover for our jubilee edition was absolutely great. And of course the voice-over columns too. Those pages surely gave an extra dimension to the print edition, so our intention is to do that more often. But another way that’s something that has our primal focus to use layar is fashion and living items. We can make them sharable (Pin the items) and buyable (readers are one click away). And of course, we can think of cool way to integrate advertisers so that for our readers, those pages become more interesting as well.

Layar gives you the option to bring more depth to the print issue. It brings print to life and allows our readers to get instant information on products.

 

Any other thoughts you want to add?

Our first experience is that the pages that really are about the magazine - the cover and the spoken columns - are the most successful. Now we are in the process of evaluating, so we will have a deeper look at every page: what was easy to use, was it clear that the page was scannable, etc. And also important, were the Layar buttons clear?

But we must say, our Layar experience was and still is great. When we show the animated cover to colleagues and clients, they all are absolutely thrilled to see it. With almost 7,000 pageviews, our first Layar encounter can be called a success!

Permalink: www.layar.com/news/blog/431

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Philips myshop Magazine Helps Readers Buy from Print

Chris Cameron October 3, 2012

Creative agency Imagemakers, responsible for the design and creation of the Philips myshop magazine, has expertly integrated Layar into the latest issue to provide readers with direct purchase links.

Philips, the global electronics giant headquartered in Holland, publishes myshop magazine - a discount catalogue for those eligible for employee discounts. This latest issue, complete with Interactive Print pages made with the Layar Creator, was recently delivered to over 70,000 recipients.

“The idea to make the magazine more interactive came during a brainstorm session on how to optimize the Philips myshop magazine for online sales,” says Imagemakers project manager Rik Staals.

Readers can scan the pages of the magazine with Layar to see videos of the products, receive more product information and tap direct buy links to the Philips webshop to purchase the products. You can see an example in the images further down in this post, or browse the magazine online on Imagemakers’ website.

“Imagemakers came up with the idea to implement augmented reality into the magazine to combine online and offline sales,” adds Staals. “With the integration of augmented reality, we guide people from the offline magazine to the online webshop.”

The strongest part of the magazine, however, is the full-page introduction and explanation of Layar and augmented reality located on the very first spread of the magazine (as seen below). Click the image to see the larger version.

This page is a great way to ease readers into Interactive Print. Imagemakers clearly spells out how the magazine has been enhanced with Layar Creator and instructs readers on how to use it properly. Step-by-step instructions and familiar imagery, such as the Layar logo and the various app store icons, really create a better experience that readers are more likely to use.

The Philips myshop magazine is a great example of how using clear instructions can help readers experience Interactive Print. Check out some more examples from Philips myshop magazine below. Click the images to view larger versions and scan them with Layar to experience the augments.

Permalink: www.layar.com/news/blog/428

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