May 28th, 2012 | Add a Comment
The document was clearly aimed at creating click-throughs and conversion using print.
Layar has been making it known that virtual reality marketing has been in the crosshairs for quite some time, but now it has produced its first whitepaper to help to outline specifically how print can be made interactive through the use of mobile devices that can activate digital content through the use of flyers, newspapers, and magazines.
These can launch anything from links to mobile optimized websites to videos, or social network sharing options.
They pointed out their most recent campaigns with LINDA, VPRO, vtwonen, and What’s Next, as examples of the various interactive print efforts, techniques, and strategies that have already been implemented.
Interactive print is a form of virtual reality marketing that allows a company or brand to enhance the experience for consumers when they see a traditional print ad, such as in magazines, newspapers, or even in its own catalog.
The whitepaper was called “Layar shows significant reach, conversion and click-through rates from paper to digital content”. Within it, the company outlined the primary metrics that they use to define the market potential for interactive print, which had been gleaned from their own internal metrics, as well as external research organizations.
For example, they outlined the number of consumers who were:
• Capable of accessing the interactive print features through smartphones capable of running Layar.
• Already using Layar after having installed it into their devices.
• Using the interactive print content through Layar – what they refer to as conversion.
• Able to use a click-through to Layar – what they referred to as the CTR (click through rate)
Among the highlights identified within the research cited in the whitepaper included:
• Between 8 percent and 38 percent (depending on the region) of the population of the world currently has a Layar-compatible smartphone. By 2016, this should reach as much as 60 percent.
• Among all print virtual reality marketing, 20 percent is clicked through to the underlying content such as the mobile optimized site, the m-commerce store, a video, or the Facebook or other social media page.
- Layar challenges developers to revitalize print industry through use of augmented reality
- Netherland’s TNT Post partners with Layar to bring augmented reality to its magazine
- Layar launches new app to help augmented reality become more consumer friendly
- MMA releases whitepaper to explain the best use of mobile barcodes to marketers
- Layar Vision takes AR browsing to the next level by allowing users to transform their environments
Written by Julie Campbell
About Julie Campbell: Though her true passion is for writing her own fiction novel and holding fundraisers in support of the fight against cancer (as well as donating her hair to that cause in 2011), Julie has created both a name for herself and a successful business in the writing industry. For more than ten years, she has focused her career on capturing the latest technology news, which now includes a particular interest in QR codes and augmented reality.
Filed under: Featured News, Mobile Commerce, Mobile Marketing, Social Media Marketing, Trends · Tags: interactive print marketing, mobile marketing in magazines, mobile marketing in newspapers, newspaper smartphone marketing, print smartphone marketing, print tablet marketing, smartphone marketing in print, virtual reality marketing