connecting augmented reality to outdoor advertising

Connecting augmented reality to outdoor advertising

Official partner of:

Dutch Institute for Marketing www.NIMA.nl

Synovate global research www.Synovate.com

Layar www.layar.com

About TAB Worldmedia build a GPS based digital outdoor media network

that enables brands to plan mobile augmented reality campaigns

to run parallel to multiple outdoor advertising locations.

Participating outdoor media networks are CBS Outdoor,

JCDeceaux, Hillenaar Clearchannel and many others.

News:

Augmented reality outdoor campaigns booked through TAB Worldmedia

are available in most countries in the world.

Official partner of:

Business relevance This service opens up a whole new business dimension because it turns

static points of interest into points of actions. In fact by bringing clicks

to the real world it instantly turns a medium into a marketing and sales

channel. Brands are able to bring brand experiences closer to the

consumer on the most personal digital device that they own, their

personal mobile phone.

It also adds a new revenue stream to the business models of outdoor

media companies and even media buying companies. It is even possible

that fees are paid upon amount of views, clicks and customer leads like

in the online world.

Official partner of:

Consumer relevance For consumers it is a relevant new way of allowing a brand into their

lives and act upon their messages during a time that they are open for it.

The concept is completely permission based, there is no intrusive message

that enters their personal mobile device like with bluetooth or push sms

services.

Official partner of:

Waiting softener

Pull out your mobile phone and experience a new world

Outdoor advertising

Millions Points of Interest

Billboards/Vitrines

Abri's/Muppi's

Reclame masten

Media networks: JCDecaux, Clearchanel, CBS outdoor, Interbest etc

Outdoor advertising

Millions Points of Interest

Billboards/Vitrines

Abri's/Muppi's

Reclame masten

Media networks: JCDecaux, Clearchanel, CBS outdoor, Interbest etc Points of Action

Research by Synovate: impact of AR on Advertising

478 people visited the scene 80 people filled out the online survey (17%)

40% opened the AR experience layars.

Clear instructions on posters.

Phone + Layar = Experience

htc experience layar

Outdoor poster Layer

Walt Disney experience layar

Layer Outdoor poster

Short impressions (video)

Research full (Dutch) http://www.youtube.com/watch?v=OB3B9Knqmc0

Research example (International) http://www.youtube.com/watch?v=qVbIf_6PrO8

The impact of Augmented Reality on outdoor advertising

- Consumer rating a 7.7 average, a relatively high score compared to regular (tv) advertising.

- 90% would use Layar augmented reality more often when offered with outdoor advertising campaigns.

- Experience layers can add value for outdoor advertising and create a unique brand experience.

Research results by Synovate

Worldpremier for:

Walt Disney launches the first augmented reality outdoor campaign.

Walt Disney launches the first augmented reality outdoor campaign.

The Gods have a plan for you! To announce the premier of the latest box office hit ‘Prince of Persia The sands of time’, Walt Disney launched the worlds first augmented reality outdoor campaign. Lucky users of Android- and iPhones who are standing near one of the outdoor filmposters can play the movie trailer and play an augmented reality game by using their Layar browser. They could collect 50 MovieMinute.com value points. (the new loyalty program of Walt Disney)

The campaign was be served widely on all major outdoor media networks of JCDecaux, CBS Outdoor, Clearchannel, Brouwer & Partners in the Netherlands and on the locations of 100 cinemas across the country.

Case

> Game experience in augmented reality > Rewarding consumers with value points > Special movie trailer > Cinema locator in augmented reality > Share on Twitter

Future vision: > Reservate / buy cinema ticket > DvD & Game purchease options? > Retail store locator?

Functionalities

Functional Impression of the features

http://www.youtube.com/watch?v=hHkYFV_BZhs

Campaign results

Analisys

268 posters 176 posters 241posters 207posters

Most effective locations are concentrated city environment.

Location analisys

Campaign Requests

Remarkable Locations

Amsterdam: Central station

Posters

Campaign Requests

Started here & took the ferry

Location analisys

Remarkable Locations

Utrecht City Center

Location analisys

Posters

Campaign Requests

Remarkable Locations

Den Haag: clear view of tram locations

Location analisys

Posters

Campaign Requests

> Almost 2.000 unique users in 1 week (related to the poster campaign)

> 892 posters in total: 550 posters on effective locations

> Average +3 unique Layar openings per poster

> Most effective location got 25 openings (in 1 week)

> Almost everyone played the game

> Almost everyone watched the trailer

> Small % searched for nearest cinema

> Most effective locations:

- Concentrated city environment - Posters in shopping centers - Bus- & tramstops (inside position)

Topline campaign results

Worldwide press coverage

- Succesfull first campaing - Needs better integration of instructions or call to action as part of the message to get higher response. (Not just the instruction in the corner)

- Target locations on bus-, tram-, train-stops and shopping areas. - Smart integration of social / viral elements can almost triple the amount of users. - Use simple AR (game) experience

General learnings

Mobile augmented reality Development inquiries: Remco Vroom p: +31 20 7717998 t: @remcovrOOm e: remco@tabworldmedia.com www: TABworldmedia.com