Tuesday, 12 June 2012

Postmedia Adds New 'Layar' to Print with Cloud-based Media Tools for Consumer Engagement

Postmedia Adds New 'Layar' to Print with Cloud-based Media Tools for Consumer Engagement
Jun 11, 2012
A new way to look at newspapers is at hand, with the launch in Canada of the first augmented reality-enhanced print ad.
By just holding a smartphone or other software-enabled mobile device over the page, users can see additional content – including text, graphics, videos and more.
The first such campaign is Canada was unveiled by Postmedia, Nissan Canada and Layar, a Dutch digital development agency that created the platform.

Nissan print ads that appeared in Postmedia daily newspapers on Friday June 8 were embedded with digital content triggered by Layar’s augmented reality (AR) technology; content is seen by readers using their Android or iOS (Apple) mobile devices (to which a special app has been downloaded).
When a user aims their device over a print ad, the camera, GPS and other sensors in the device work with the embedded software to match the advertisement with one previously posted to the Layar database; from its online database and collection of content assets in the cloud, Layar can then quickly return the associated digital content as required.
“This is yet another innovative tool available to advertisers that extends their print messages to tell their story to a large and engaged audience,” said Yuri Machado, Vice President, Integrated Advertising, Postmedia Network.
Following presentations of the solution by Layar to Postmedia ad execs, Machado and his team were eager to try the technology, and to work with a client they knew was seeking new and innovative ways to reach its audience – Nissan fit the bill.
“As the first to incorporate this creative new technology into our marketing activity, we’re able to further engage with consumers who appreciate being entertained and informed at the same time,” said Judy Wheeler, Director of Marketing, Nissan Canada.
As desirable as solid results from the campaign are, everyone involved knows there is an educational component to the initial roll-out, and being first to market with a new solution.
Machado and his 3I team at Postmedia built upon an existing relationship with the Toronto Star to have informative ads about the Layar technology, and its use in the Nissan Canada campaign, published in that newspaper, as well.
(Machado is responsible for all advertising revenue targets for National Post products, and he rolled out the 3I - Ideas, Integration and Implementation - brand across the Postmedia Network.)
“There’s a great value here for publishers, advertisers and readers alike with what this kind of technology can bring,” Machado told Mediacaster Magazine. “There may be a risk in taking the first step, but in the bigger picture, we and our clients are eager to be first to market with such innovation.”
He anticipates more such innovative solutions will be used soon.
Publishers, advertisers and content creators can collaborate on any additional content required for enabled campaigns; Machado noted that in this case, his team acted as much as curators as content creators, helping the client identify existing material that could work well in the new format.
Even so, the production and approval timeline for can change as a result of the added complexity. Layar’s augmented reality technology can also be viewed online from the computer screen, Machado confirmed.
What’s more, the enabled ads can be further customized and regionalized, in the case of Postmedia and its network of papers across the country. Granular controls can bring added relevance to geo-located users and readers, he said.
An even greater incentive in the initial campaign is a Nissan Canada-sponsored contest, with entry details viewable in the Nissan augmented ad in Postmedia newspapers.
Campaign results and measurements are carefully tracked using the system, and results to the button and page level can be downloaded by users.
Machado said his team is “still evaluating” the early stats from the Nissan campaign, but such results will eventually form part of continued education efforts, he said.
The Nissan/Postmedia ad was created by TBWA\Toronto and placed by media agency OMD; users can view a special video and link to Nissan Canada’s webpage.
Postmedia daily newspapers include the National Post, The Vancouver Sun, The Province, the Edmonton Journal, the Calgary Herald, The StarPhoenix, the Leader-Post, The Gazette, the Ottawa Citizen and The Windsor Star as well as The Times-Colonist and The Winnipeg Free Press.

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