CAMPAIGN REVIEW - Company Name - - Campaign Title -

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1 - Company Name - - Campaign Title - Reviewer name address 1

2 Campaign details Campaign Title: LAYARED Magazine example Campaign ID: LAYARED Magazine example Number of augmented pages: 24 Country: Global Circulation: ~ 4,000 Created by: Layar What will you find in this review? 1. Instruction Page Review Analysis and recommendations on the design, copy and positioning of the set of instructions. 2. Campaign Pages Review Page-by-page review of the reference images, calls-to-action and digital content, accompanied by quick fixes and recommendations for improvement based on our Best Practices. 3. Future Improvements Overview of the concepts you developed for the campaign and recommendations for future campaign planning. Also includes ideas you can implement in future campaigns and advice on how to improve the overall campaign creation process. 2

3 1. Instruction Page Review - Page Titles: Page 4, Page 5 - Positioning ü The set of instructions has been placed at the very beginning of the publication, which is ideal for helping the reader recognize that the magazine has been augmented with Layar. Design/Format ü The set of instructions is featured in a two-page format, which will surely command the reader s attention when they browse the magazine. While our general advice for publishers is to use a single-page format, this is an outstanding design that is likely to drive a greater number of readers to check out your digital content. Copy/Text The current four-step instruction set is not extremely clear on how the reader should interact with the app. Step 3 mentions the Tap to view button instead of the Scan button currently found in the app. We highly recommend you to consider using our three-step instructions featured in the Layar Call-to-Action Guidelines for easy and comprehensive explanations. 3

4 2. Campaign Pages Review CAMPAIGN REVIEW - Page Title: The Team - Quick Fixes It is great that this review was requested early and you still have time to make adjustments to the printed content. We highly recommend that you darken the color of your call-to-action as it is difficult to see on the current background. We also suggest to add a custom button linking to the company s website and/or Follow on Twitter or Connect on LinkedIn buttons. Calls-to-Action ü Positioning. Visible and well positioned call-to-action on the upper-corner of the page. ü Copy/Text. Clear, specific copy ( View video with Layar ) describing the main action that readers can take after scanning the page with Layar. To make it even more enticing, you can try using phrases like See the founders vision for Layar, or Watch the founders talk about Layar. Design. As mentioned above, readability can be dramatically improved by using darker colors. For future reference, we recommend you to consult our Layar Call-to-Action Guidelines and if possible, make use of the calls-to-action included in the Call-to-Action Pack. 4

5 Page ü Trackability. Reference image is suitable for tracking with Layar, as it has sufficient distinct design elements. ü Relevance. As one of the main features of the magazine (introduction to Layar), the page is a point-of-interest, which means readers could spend more time reading it than the average page. Digital Content Custom/Video Buttons. At the moment, the only augment on the page is a video (custom) button. We encourage you to keep experimenting with custom buttons that complement the printed content. This means that they are adapted to the actual design of the page, enhancing the augmented reality feel. In this case, it would be a nice idea to create a video button using the real images of the three Layar co-founders to complement the page by arranging them in the same fashion as the cartoon itself (see example below). Social Media. Additionally, you could make use of the social media features in the Layar Creator, helping readers connect with the Layar team. For example, try using a Follow on Twitter button, or a link to LinkedIn to add a social dimension to your campaign. Other Recommendations. Interactivity and surprise are two factors that greatly influence the return rate of your readers to the digital content you provide via Layar. One possible way to achieve this is by changing the facial expression of one team member or adding a speech bubble. All you have to do is create a.jpeg or.png file, add it as a custom button and attach the Show an image action. Alternatively, you can create an HTML widget to achieve an even more interactive effect, such as allowing readers to tap on the image of each founder to see a pop-up with a short bio. For more information about HTML widgets check our HTML Widget Tutorial. 5

6 - Page Title: Universal 2 - Quick Fixes Page Add a Follow Universal Media (Twitter) button to further encourage the use social media channels by your readers. Tracking. The few visual features of this page make it less suitable for tracking. This means that the image has too few distinct design elements to it and a uniform colored background, which affects the Layar App s ability to track it and display the added content properly. For future reference, avoid augmenting these types of pages and focus on those with a rich and visually busy design. You can find more information on best practices for creating suitable pages here. Call-to-Action ü Positioning. The call-to-action is well positioned and is quite visible to readers in the upper-exterior corner. Copy/Design. The current call-to-action is not very specific or enticing enough for readers to take the action it suggests. Consider using phrases like See movie trailer with Layar, Scan to share article with Layar, etc. You can find more examples and designs in the Layar Call-to-Action Guidelines. 6

7 - Page Title: Handbag Quick Fixes Should your main purpose be to present a video to readers, focus on creating a custom button image in PNG format with a transparent background and enable the video to play directly in Augmented Reality. In the example below, you can see how a custom button can give the augment originality while complementing the printed content. 7

8 Digital content Augmentation Concept. Currently, the only augment present on this page is a video button, linking to a video hosted on Vimeo. Think of the page is a blank canvas for experimenting with augments and unveiling more about the brand, such as offering products from the same collection ( Buy buttons), displaying prices and discounts, etc. Shopping in Augmented Reality. One of the main opportunities offered by interactive print to advertisements like this is direct access to e-commerce. Layar can help publishers bridge the gap between print ads and online shopping by adding Buy buttons or even HTML shopping capabilities. There are a couple of ways you can offer a shopping experience via augmented reality: o Using a Clickable Carousel button, which allows you to add a slider of product photos with links attached to each of them. o Adding Buy buttons, or creating custom buttons with the Buy a product action attached to them. o Using simple website buttons to link readers to your online web store. o Or using a Download button to your own app in the App Store or Google Play Store. Other Suggestions. You can also make creative use of the HTML capabilities by using your own widgets. You can let users rate products, swipe and see more details about them, or participate in a contest directly in augmented reality, creating an interactive, exciting user experience. Call-to-Action There is no call-to-action on this particular page. Even though the adjacent page contains a call-to-action, it is not a guarantee in itself that users will scan this page as well. Based on our user testing and prior experience with other publications, it is critical to add a call-to-action on each augmented page in your campaign. This way, you can make sure that readers are properly notified and prompted to scan them. Consult our Layar Call-to-Action Guidelines for further recommendations and call-to-action designs. 8

9 3. Future Improvements Process Planning Communication. Prior communication to your readers regarding the publication being augmented is crucial, especially when first introducing interactive print to your readers. In your case, readers are already familiar with the technology; however, you can still increase awareness by informing them about new augments/campaigns via social media, s or in your publication itself. Process Timing. When it comes to planning, always try to save enough time (a couple of weeks) prior to publication to create and test the campaign thoroughly. You can also ask a few colleagues or friends to read your publication and try out the augmented pages to get a sense of what the actual user experience is like and what you could further improve. Balance in Editorial/Commercial Content. The campaign has a good balance of editorial and commercial content, which is very important, especially when it comes to keeping readers engaged in the augmented reality experience. Key Articles. All key articles, as the main points-of-interest of the magazine, are augmented, which will greatly enhance the reading experience and ensure that you offer highly relevant digital content. Campaign Concept Creation Campaign Theme. The magazine s theme is highly visible across augmented pages and is greatly enhanced by the digital content you offer to users. For future reference, you can try enhancing the theme by translating it into the design of your custom buttons, or even by creating an avatar that takes your user through the augmented reality experience. In this case, a team member and speech bubble added to each augmented page could address the reader and explain what the page is all about. Surprise Factor. Definitely present; readers will be pleasantly surprised by your HTML augments, as well as the custom buttons created for this campaign. Digital Content Interactivity. As mentioned before, try to make further use of AR videos, HTML widgets and image carousels for a more interactive user experience. Engagement. In the future, you could engage your readers through a contest (using Twitter or buttons to subscribe), or through an Easter egg hunt where users have to scan pages and find one of the surprise augments. 9

10 Layar Resources Layar Blog Steps to Effective Campaign Creation Layar Call-to-Action Guidelines Online Tutorials FAQs HTML Widgets Layar Creator Support Environment 10