connecting augmented reality to outdoor advertising
TRANSCRIPT
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: [email protected] www: TABworldmedia.com