Layar March 5th Webinar - Get More Out of Interactive Print
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Transcript of Layar March 5th Webinar - Get More Out of Interactive Print
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Webinar
Georgia Diaconescu!Interactive Print Consultant
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BEST PRACTICES WEBINAR
WELCOME TO LAYAR BEST PRACTICES WEBINAR
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KEY CHALLENGES
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THE WORLD IS CHANGING....!
Media consumption !Mobile commerce !Wearable devices !Instant & real-time information !
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24 uur reclame - Sanoma Lab
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
NOW WHAT?
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Start with print.
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broken user experience with print content
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WE BELIEVE
connect the offline and online world...
... and give consumers & businesses
a meaningful experience
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© 2013, Layar B.V. STRICTLY Confidential and Proprietary
![Page 12: Layar March 5th Webinar - Get More Out of Interactive Print](https://reader033.fdocuments.in/reader033/viewer/2022052822/554cdbceb4c905d1488b4e70/html5/thumbnails/12.jpg)
© 2013, Layar B.V. STRICTLY Confidential and Proprietary
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BEST PRACTICES WEBINAR
GETTING STARTED
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UPLOAD CREATE PUBLISH!
LAYAR CREATOR 2.0
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BEST PRACTICES WEBINAR
2
Campaign concept creation1
3
4
5
6
Prepare pages according to best practices
Create clear “How-to” instructions
Create a call-to-action
Create custom buttons
Finalize & publish the campaign
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BEST PRACTICES WEBINAR
CAMPAIGN CONCEPT CREATION1
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BEST PRACTICES WEBINAR
Georgia Diaconescu Interactive Print Consultant
!
In order to make a lasting impression on your readers, there are a few principles you need to keep in mind
when creating your campaign concept. !
SO BEFORE DIVING IN ...
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BEST PRACTICES WEBINAR
!
The campaign should reflect and focus on your MAIN OBJECTIVES!!
!
Always focus on the TARGET USER GROUP & keep in mind what they LIKE.
!
Focus on providing an OUTSTANDING USER EXPERIENCE.
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BEST PRACTICES WEBINAR
!
Keep a good balance between
EDITORIAL and COMMERCIAL CONTENT. !
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BEST PRACTICES WEBINAR
!
Keep a good balance between
QUALITY and QUANTITY OF CONTENT. !
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BEST PRACTICES WEBINAR
A few pages with really great, interactive digital content
dull, repetitive content on each page
DO
DON’T
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BEST PRACTICES WEBINAR
WHAT KIND OF DIGITAL CONTENT?
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BEST PRACTICES WEBINAR
RELEVANT Relevant content
for your target audience
INFORMATIVE Offer extra information!
EXCLUSIVE Behind-the-scenes information
INTERACTIVE Present information in an entertaining way
ENTERTAINING Let people interact
with content
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BEST PRACTICES WEBINAR
INTERACTIVE PRINT CONCEPTS
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BEST PRACTICES WEBINAR
HIDDEN or INCOMPLETE REALITY
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BEST PRACTICES WEBINAR
REVEAL A SURPRISE TO YOUR READERS!
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
REVEAL A SURPRISE TO YOUR READERS!
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
Georgia Diaconescu Interactive Print Consultant
REVEAL A SECRET CHARACTER
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
Georgia Diaconescu Interactive Print Consultant
BUY PRODUCTS
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
SHOPPING EXPERIENCE
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BEST PRACTICES WEBINAR
SHOPPING BEHAVIOR
Research (IPSOS, Google) shows that smartphones lead to purchases across channels
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
+
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
DWELL AHALIFE
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
DWELL AHALIFE
Actual PrintWhat you see with Layar
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BEST PRACTICES WEBINAR
ENABLE READERS TO BUY
What you see with Layar
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BEST PRACTICES WEBINAR
ENABLE READERS TO BUY
What you see with Layar
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BEST PRACTICES WEBINAR
INTERACTIVE ADVERTISEMENTS
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar
INTERACTIVE ADVERTISEMENTS
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar
INTERACTIVE ADVERTISEMENTS
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar
INTERACTIVE ADVERTISEMENTS
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar
INTERACTIVE ADVERTISEMENTS
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BEST PRACTICES WEBINAR
CONTESTS, SWEEPSTAKES, QUIZZES
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print ConsultantActual Print What you see with Layar
CONTESTS
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BEST PRACTICES WEBINAR
CONTESTS
Actual Print What you see with Layar
CLICK & WIN!
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BEST PRACTICES WEBINAR
INTERACTIVE COVER PAGES
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
COVER PAGES COME TO LIFE
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
INTERACTIVE COVER PAGES
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
INTERACTIVE COVER PAGES
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
ENGAGE READERS VIA SOCIAL MEDIA
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
INTERACT VIA SOCIAL MEDIA
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
LOCATION RELEVANT CONTENT
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
PODCASTS & VIDEO LECTURES
Actual Print
What you see with Layar
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
INTERACTIVE WORLD MAPS
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
HOW-TO VIDEOS
Actual Print What you see with Layar
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BEST PRACTICES WEBINAR
Workshop
Georgia Diaconescu Interactive Print Consultant
ENRICH EDITORIALS
Actual Print
What you see with Layar
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BEST PRACTICES WEBINAR
PREPARING PAGES2
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BEST PRACTICES WEBINAR
PREPARING PAGES
• Flat surface (magazine page) • High resolution, low size page
(5MB) • Sufficient size & image detail • No borders or clutter • Avoid glossy paper
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BEST PRACTICES WEBINAR
THE PAGE SHOULD NOT CONTAIN!
• Large portion of blank area • Mainly body text or only text • Graphics that look the same
in any orientation (circles,hexagons, etc.) • Graphics with patterns • Look too similar to other
pages in the same campaign
insufficient details similar images plain text
the same in any orientation pattern
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BEST PRACTICES WEBINAR
If you are not sure whether the pages are optimal for the Layar Creator .. !
STEP 1 - Create a campaign in the Creator
STEP 2 - Upload the pages in the campaign (Layar will provide some initial feedback on Page quality)
STEP 3 - Place some dummy buttons on each page
STEP 4 - Scan each page to see if buttons are displayed correctly !
DO THIS BEFORE PRINTING OUT THE FINAL PUBLICATION!
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BEST PRACTICES WEBINAR
IMPORTANT!!!
TEST PAGES BEFORE PRINTING OUT !THE FINAL PUBLICATION!!
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BEST PRACTICES WEBINAR
HOW-TO INSTRUCTIONS3
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BEST PRACTICES WEBINAR
RESERVE SPACE for instructions, preferably one dedicated page. !
EXPLAIN WHAT IS SPECIAL about this issue of the magazine. What is Interactive Print ? !Make people curious about it & give them a reason to engage! !!
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BEST PRACTICES WEBINAR
!!
INSTRUCT HOW TO DISCOVER DIGITAL CONTENT!!
• How should readers scan the page? • What should they look for? (Call-to-action) • Where on the page? (e.g.: upper corner)
!Mention the app is available on Android and iPhone.
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BEST PRACTICES WEBINAR
!• CLEAR STEPS !• CUSTOMIZE IT !• make sure it ATTRACTS ATTENTION. !• Place it RIGHT BEFORE the editorial
content. Preferably on the right side.
HOW-TO INSTRUCTIONS
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BEST PRACTICES WEBINAR
Here are some other options you can consider :
HOW-TO INSTRUCTIONS
We strongly recommend you to add a QR code to your instructions, allowing readers to scan it and immediately download Layar.
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BEST PRACTICES WEBINAR
CALL-TO-ACTION4
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BEST PRACTICES WEBINAR
LAYAR STYLEGUIDE
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BEST PRACTICES WEBINAR
!• SPECIFIC about what type of content users can expect. !• Highlights the KEY MESSAGE revealed by
the digital content, using VERBS * *e.g.: Watch the trailer with Layar, Listen to XX with Layar, etc.
• VISIBLE & INFORMATIVE
LAYAR STYLEGUIDE
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BEST PRACTICES WEBINAR
!• AVOID unclear calls-to-action
like “View with Layar”; they will most likely not attract readers. !
• Include a note on WHERE they can find the "How to use Layar” instructions. !
• Place calls-to-action on EVERY SINGLE PAGE that contains digital content.
LAYAR STYLEGUIDE
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BEST PRACTICES WEBINAR
CALL-TO-ACTION EXAMPLES
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BEST PRACTICES WEBINAR
CALL-TO-ACTION EXAMPLES
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BEST PRACTICES WEBINAR
CALL-TO-ACTION POSITIONING
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BEST PRACTICES WEBINAR
CALL-TO-ACTION POSITIONING
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BEST PRACTICES WEBINAR
CUSTOM BUTTONS5
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BEST PRACTICES WEBINAR
CUSTOM BUTTONS
STANDARD BUTTONS CUSTOM BUTTONS
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BEST PRACTICES WEBINAR
CUSTOM BUTTONS
Actual Print What you see with Layar
For instance, a play icon for a video button image
Make use of the print content.
!Button should clearly indicates what users can do.
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BEST PRACTICES WEBINAR
CUSTOM BUTTONS
Actual PrintCustom buttons with
semi-transparent background
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BEST PRACTICES WEBINAR
CUSTOM BUTTONS
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BEST PRACTICES WEBINAR
CUSTOM BUTTONS
Balancing digital content: EDITORIAL vs ADVERTISING More of an AESTHETIC CHOICE Place buttons where it makes the most sense!
!
Should look NATURAL in context with the print content
Better ON THE VISUALLY BUSY PART of the page and NOT on
blank spaces
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BEST PRACTICES WEBINAR
TEST & FINALIZE CAMPAIGN6
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BEST PRACTICES WEBINAR
TEST & FINALIZE CAMPAIGN
Thorough CAMPAIGN TESTING is critical. GREAT USER EXPERIENCE is THE key to success ! !WHAT TO DO? !
• Check both technical and aesthetic aspects. • Test your campaign as much as possible. • Check campaign with iPhone and Android devices. • Use the latest Layar App version. • Test your campaign using printed pages!
!!
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BEST PRACTICES WEBINAR
!!
TIP! !
If possible, DO A TEST with a small group of colleagues, who were not involved in the project!
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BEST PRACTICES WEBINAR
HOW TO TEST?!
DOUBLE CHECK THE QUALITY OF THE PAGES !
• Are user instructions in your publication clear enough ?
• Are Interactive Print buttons placed at the right place ? • Are the buttons correctly displayed? • Does each button function correctly? Are links functional? • Do videos play as expected? • Does the campaign offer good user experience?
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BEST PRACTICES WEBINAR
RAISE AWARENESS!
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BEST PRACTICES WEBINAR
PRIOR COMMUNICATION!
!
BEFORE FINALIZING & PUBLISHING THE CAMPAIGN keep in
mind that you need to communicate to your readers the fact that your publication has been augmented with digital content. !
RAISING READERS’ AWARENESS via PR, promotions, social media before hand makes a tremendous difference!
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BEST PRACTICES WEBINAR
MEASURE YOUR RESULTS
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BEST PRACTICES WEBINAR
STATISTICS OVERVIEW!
!
The Layar Creator gives you the opportunity to visualize your statistics in real time (updated every hour): !
Campaign statistics Page statistics Button statistics
!
These numbers are also displayed on TIMELINES, to give you a better overview on the PEAK DAYS of your campaign, READING HABITS of your readers, as well as WHERE ARE THEY FROM. !
Total page views Total interactions
Total unique users
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BEST PRACTICES WEBINAR
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WEBINAR OVERVIEW
QUESTIONS
& ANSWERS
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BEST PRACTICES WEBINAR
INTERACTIVE PRINT SERVICES
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BEST PRACTICES WEBINAR
THANK YOU!