TAB Worldmedia build a GPS based digital outdoor media network that enables brands to plan mobile media campaigns to run parallel to multiple outdoor advertising locations of outdoor media networks like JCDeceaux, CBS Outdoor, Hillenaar / Clearchannel, Brouwer & Partners and many others.

1. Official partner of:
Dutch Institute for Marketing
www.NIMA.nl
Synovate global research
Connecting augmented reality to outdoor advertising www.Synovate.com
Layar
www.layar.com

2. Official partner of:
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.

3. 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.

4. 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.

5. Waiting softener
Pull out your mobile phone and experience a new world

6. Outdoor advertising
Millions Points of Interest
Billboards/Vitrines
Abri's/Muppi's
Reclame masten
Media networks: JCDecaux, Clearchanel, CBS outdoor, Interbest etc

7. Outdoor advertising
Millions Points of Interest
Billboards/Vitrines
tion
Abri's/Muppi's
Reclame masten
of Ac
P oi nts
Media networks: JCDecaux, Clearchanel, CBS outdoor, Interbest etc

8. 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.

9. Clear instructions on posters.
Phone + Layar = Experience

10. htc experience layar
Outdoor poster Layer

11. Walt Disney experience layar
Outdoor poster Layer

12. Short impressions (video)
Research full (Dutch)
Research example (International)
http://www.youtube.com/watch?v=OB3B9Knqmc0
http://www.youtube.com/watch?v=qVbIf_6PrO8

13. Research results by Synovate
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.

14. Worldpremier for:

15. Walt Disney launches the first augmented reality
outdoor campaign.

16. Case
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.

17. Functionalities
> 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?

18. Functional Impression of the features
http://www.youtube.com/watch?v=hHkYFV_BZhs

19. Campaign results

20. Analisys
268 posters 176 posters 241posters 207posters

21. Location analisys
Campaign Requests
Most effective locations are concentrated city environment.

22. Location analisys
Started here & took the ferry
Remarkable Locations
Posters
Campaign Requests
Amsterdam: Central station

23. Location analisys
Remarkable Locations
Posters
Campaign Requests
Utrecht City Center

24. Location analisys
Remarkable Locations
Posters
Campaign Requests
Den Haag: clear view of tram locations

25. Topline campaign results
> 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)

26. Worldwide press coverage

27. General learnings
- 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

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