Graeme Burton from EyeInteractive discusses the irrelevance of Augmented Reality as a term and why marketers need to change the dialogue to one based on interactive content to more effectively engage consumers

1. Presented by Graeme Burton
Director, eyeinteractive
November 7, 2014
A New Approach to Interactive Marketing

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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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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

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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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What’s eyeinteractive all about?

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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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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.

14. A message for the Chair …
I know you’re clock watching!!
16:00:57

15. A message for the Chair …
I know you’re clock watching!!
16:00:56

16. A message for the Chair … I know you’re clock watching!!
16:00:55

17. A message for the Chair …
I know you’re clock watching!!
16:00:54

18. A message for the Chair …
I know you’re clock watching!!
16:00:53

19. A message for the Chair …
I know you’re clock watching!!
16:00:52

20. A message for the Chair … I know you’re clock watching!!
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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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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Now see simply EYEi in action

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A taste of EYEi

33. 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)
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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 ?

41. Thank you