eyei fast.map marketing-gap presentation

Presented by Graeme Burton

Director, eyeinteractive November 7, 2014

A New Approach to Interactive Marketing

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Presentation to Joe Smith

2 Who is eyeinteractive? eyeinteractive is a new and unique business within the kpm

communications group – it’s focus is to engage customers,

promote brand awareness and increase ROI on cross

channel marketing through interactive digital content.

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3 Who is kpm? kpm has been a provider of paper based communications for over 12 years. Specialising in B2C, B2B, share holder services, public sector and publishing.

The group has achieved year on year growth through increased service offerings, investment in new technologies, equipment and staff.

www.kpmgroup.co.uk

http://www.kpmgroup.co.uk/

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4 Who is kpm? kpm is committed to the print and mail industry and

the importance of promoting print alongside other

mediums in an ever increasing digital environment.

kpm is an active member of key industry bodies such

as the DMA, Bpif, IPIA and research bodies including

Fast.Map.

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5 What’s eyeinteractive all about?

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http://freerangestock.com/details.php?gid=

&sgid=&pid=1521

REMOVE INDUSTRY CONFUSION Inspire and educate marketers and brands

MAKE IT AFFORDABLE Encourage more frequent use

LINK MULTIPLE MEDIUMS Going further than just print to provide a closed loop campaign

. Our Mission is to …

PROMOTE INNOVATION Listen to customers

BUILD TRUST IN PRINT Making print measurable

REMOVE CUSTOMER CONFUSION Single app to deliver content – increase app retention

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7 A tall order – isn’t EYEi from eyeinteractive just another Augmented Reality app? “

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Wash your mouth out! For the last 3 years kpm have been watching closely the

development of Augmented Reality platforms such as Blippar,

Layar and Aurasma and now other ‘interactive’ providers such

as Amazon Fire and Shazam. How they would develop through

listening to the needs of brands and marketers to deliver

something more flexible and less gimmicky and greedy.

Unfortunately the AR/Interactive industry has been too slow to

react and kpm identified that the potential for mass integration

of interactive digital content in areas such as Direct Mail,

Charities, TV and public space would not come from these

early adopters and even the newer ones such as Fire and

Shazam.

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Now we had a problem … What were our options:

• White label Layar’s software and become a reseller

• Promote Blippar, Layar and Aurasma to our clients

• Find a partner and develop our own image recognition platform

• DO NOTHING!

Hmmmm!

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We may have been bonkers? We decided to find a partner who could develop the then

unnamed dream that would become EYEi.

It would be the largest on-going investment that kpm would

possibly ever make, and into an emerging sector with no solid

track record.

A REAL BUM CLENCHER!

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But as luck would have it .. We are told that things happen for a reason ….

We were introduced to an established Dutch development

company who were also looking for someone like us. The

Dutch company had been involved with image recognition as

far back as 2003, way before smart devices were developed.

Subsequently they were the brains behind the platform that is

now Layar …. (It’s a memory they do not like to talk about.)

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“I now pronounce you husband and wife”

Don’t worry we never consummated, but we may as well be

married. The synergy between our two companies and the

vision for the future is very much shared.

Our key development strategy is very simple:

• Make EYEi more flexible over multiple channels. Add a USP

• Develop a cloud based Client Visual Creator System

enabling users to create and publish their own content

• Build a customer recognised brand for the viewing of

interactive content

• Analytics

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“Til death do us part”

As with any marriage there must be commitment.

To cement the relationship and give our clients the reassurance

that the EYEi platform is here to stay, eyeinteractive and our

Dutch partner will soon be financially linked – this both protects

our investment and ensures that the platform continues to

provide the very best features and benefits as technology

evolves.

A message for the Chair …

I know you’re clock watching!!

16:00:57



16:00:56



16:00:55



16:00:54



16:00:53



16:00:52



16:00:51

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Our UK Team

Graeme Burton

Owner / Director

Nigel Copp

Owner / Director

Simon Jobling

Project Manager

Neil Tingey

Sales Director

Simon Barrett

Sales

Chris Hallett

Sales

Philip Carter

IT Infrastructure / Programmer

Brian Reffold

Programmer / Support

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Our Dutch Team

They refer to it as the lab!

If they can steal the moon – imagine what they can do with your digital content!

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23 What can the free EYEi app do?

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Now we had a probl

Firstly let’s forget and try not to

mention Augmented Reality again …

Why?

Because it confuses marketers and

customers - has no commercial

meaning or clear objective.

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From now on we will refer to it only as

an element of –

INTERACTIVE CONTENT

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So … what can EYEi make interactive?

• TV Adverts

• Direct Mail

• Newspapers

• Magazines / Catalogues

• Billboards / Posters

• POS

• Packaging

• Museums / Attractions

• Objects

• Events

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Target Sectors

• TV Media / Networks

• Newspapers / Publications

• Charities

• Direct Mail / POS

• Automotive

• Museums / Attractions

• Sporting Events

• Medical

• Education

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What does interactive mean? By a user downloading the EYEi app they are able to scan any image where

the EYEi logo is shown. Actions the user will be able to control include:

• Video content in full screen or mapped to the scanned image

• Initiate social media channels such as Twitter and Facebook to like, share

or comment

• Link to specific web pages and content

• Direct Dial

• Email

• Download and update 3rd party apps

• View static images, listen to audio

• Automatic or manual language control when enabled

• Use EYEi to ‘listen’ for interactive audio from sources such as radio

• Allow data collection for opt in purposes

The list is long – essentially any logical data link can be made with EYEi

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Q: “Is it Augmented Reality though?”

Yes and No!

We use multiple methods of engagement that can be used in isolation or

married together across channels to provide a more rewarding experience.

• Audio Recognition – (Due December 2014)

• Moving Image Recognition

• Static Image Recognition

A scan can initiate a single or combined experience using:

• Web linking

• Audio / Video (full screen)

• Virtual Reality (2d / 3d / 360x360)

• Augmented Reality (2d / 3d)

• QR code – (coming soon! Why not?)

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Q: “Are there analytics for every action?”

Yes

We track every action taken by the user once they have scanned an EYEi

enabled image.

• GPS Location – for better localised targeting

• Virtual buttons used and destinations

• Number of visits per device / user

• Language used

• Device type & serial No – IOS / Android

• How the user connected – wifi / 3G / 4G

• Other user defined information where permitted

• When user login is activated EYEi can track history of that user and

address them directly whenever they scan an image. This is a future

update that will attract opt in data permissions from users.

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31 Now see simply EYEi in action

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A taste of EYEi

Using EYEi to recognise TV advertising

and programming

I love that pink dress

#I bet Mum scans that next time and buys that pink dress

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Finally - some headline stats… Afterwards – ask yourselves this:

Q: Should interactive content remain confusing and a

luxury, or should we all act now as an industry and

embrace it as a genuine everyday marketing tool?

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Research 2013/2014 – Mobile / Smart Device

94% Adults have own/use a

mobile phone

60% Adults own a smart

phone

30% Households own a

tablet

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Research 2013/2014 – APPs

75bn IOS downloads

(up to June 2014)

29 Average number of

apps used per month

by demographic 25-

44 year olds 30% Households own a

tablet

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Research 2013/2014 – TV Viewing

97% UK Households have

digital TV

241 Average minutes

watched everyday

30% Media Mesh weekly

(use mobile to

search content

being viewed on

TV)

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Research 2013 – Post (souce OFCOM)

£7.2bn UK Mail Market Revenue

15.7bn Addressed / personalised items

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Research 2013 – Print Industry (source IBISWorld)

£9bn UK Print Revenue

Print is experiencing negative

growth for the last 5 years

9,800 Print Businesses. Over four-

fifths of the industry employs

less than 10 staff.

Print needs to link with the

digital world to add value.

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That’s it… for now

Q: Should interactive content remain confusing and a

luxury, or should we all act now as an industry and

embrace it as a genuine everyday marketing tool?

A: What do you think ?

Thank you

eyei fast.map marketing-gap presentation

Marketing

joe smith http

kpm communications

years kpm

interactive marketing

mail industry

whats eyeinteractive

remove industry confusion

interactive providers