Jess Butcher from Blippars discusses ROI and the value of a share or Blipp. She proposes that great campaigns invest in content, educate, think strategically and use experts. There is expected to be a 300% growth in AR during the next 4 years.

1. March 2014
Jessica Butcher
Co-Founder & CMO
Understanding ROI for AR

2. AR?

3. Activate any physical touch point…
Packaging
In-store
Outdoor
Print
TV In-store
MerchandisingOnline Books

4. Direct
Response
Real-time
content
Videos
Virtually try-
on
Photo booths Find a locationSubscription offers RecipesCompetitions
Data
Capture
And many more!
?
Into anything a phone is capable of doing
With every experience shareable
3D worlds GamesReal-time polls

5. DEMO

6. Measure, assess & respond
Total number of blipps,
unique users, and average
interaction time per blipp
Real time data
How, where and when users
interact with your content
Personal
dashboard
Blipps per day Blipps per hour
Blipps by
location
Blipps by
marker
Click-through-rates & direct
responses

7. Heinz Tomato Ketchup
Blippable pack
954,758 267,662 3
TOTAL BLIPPS UNIQUE USERSAVERAGE BLIPPS
Blipp delivered:
• Exclusive content via 3D animated recipe book
• Consumer engagement with daily competition
• Downloadable content refreshed weekly
Campaign Promotion:
• Social media and
advertorial
Most successful on pack campaign to date

8. Maybelline Color Show
112,889 57,871 2.1
TOTAL BLIPPS UNIQUE USERSAVERAGE BLIPPS
Blipp delivered:
• Virtual try on of 40 new nail polishes
• Shared across social media
Blipp effect:
• High average interaction time of 4.2 min
• Provided actionable data:
• Over 10% of users shared across social media
• Great media coverage and high interest from
bloggers
Blippable ad in Vogue, ELLE, People and US Weekly
Improved stock replenishment and informed color
choice of subsequent ads.

9. Justin Bieber
Blippable poster and album cover
1,165,272 443,296 2.6
TOTAL BLIPPS UNIQUE USERSAVERAGE BLIPPS
Blipp delivered:
• Exclusive video content
Campaign Promotion - social media, outdoor
• Consumer engagement: take
photo with Justin & chance to
share on social media
• Enter competition to win concert tickets
• Buy album directly
Blipp effect - High popularity among tweens
and generated a huge buzz on social media

10. Wrigley’s 5gum
Blipp delivered:
• Exclusive game with opportunity to win
prizes
• Drive to 5gum website
Campaign promotion:
• In-store, outdoors and social media
channels
290,607 31,169 9.3
TOTAL BLIPPSUNIQUE USERSAVERAGE BLIPPS
Blippable packaging, posters and POS

11. Shortlist Magazine
Blippable magazine with 20 pages of
interactive content
251,655 57,094 4.4
TOTAL BLIPPS UNIQUE USERSAVERAGE BLIPPS
Blipp delivered:
• World’s first ‘playable’ cover
• Video plays
• Buy now links
• Competitions
• Instant vote/polling
• Virtual ‘try-on’s’
Most successful interactive magazine
campaign to date.
Case study - December 201

12. So what is an AR
interaction worth?
How can we put
a value on it?

13. 75sec
30sec 30sec
17sec
5sec
Blippar TV Radio Press Outdoor
Average Dwell Time Split by Type of
Blipp
Source for other Media Types:
ExterionMedia
vs. Other Media Types
75
sec
Blippar average
Dwell Time
54 sec
Link
only
72 sec
Video
only
81 sec
Game
only
74 sec
Video +
Link
76 sec
Win +
80 sec
Game
+
96 sec
Photo
Layer +
112
secGame +
Photo
Layer +
• PLUS - It’s active and proactively requested, rather than passive and just
‘put in their path’
• PLUS – the user cannot be doing anything else at the same time
Passive /
Push
Active /
Pull
Valuing Dwell Time?

14. Valuing Social amplification?
Just entered to win tickets
to #BelieveTour thanks
@Blippar :-))
@X_me_X_me
@tompanuk
@blippar
#refreshyourfit
fingers crossed!
@Reesy946
I just entered the
unbelievable AR football
game off my
@pepsimaxuk drink with
@blippar
@XSwagPrincessX
@StylistMagaz
ine @Blippar
LOVE the
Blippar issue!
Has created a
very
unproductive
morning in the
office – even
the boys are
scanning the
pgs
@liz_osachuk
Went on Blippar on
Mummys Phone.
WOAH! You Guys Are
Gonna Love Them ;)
@SavannahBelieve

15. Driving value at every stage of the sales funnel
Press coverage, social media
engagement and potential further
exploration of product (e.g.
catalogues)
New/ exciting forms of
engagement (e.g. games, polls,
virtual try-ons etc.)
Additional content/ information
delivered through text, animation,
3D models and video
Direct sales channel available
e.g. ‘Blip to buy’, m-couponing,
driving to nearest store
Users can interact and engage
with product in new ways post-
purchase via Blippar – growing
loyalty and increase consumption

16. Apr-12
FMCG
Food
On-Pack /
OOH
=
4x
May-12
FMCG
Food
On-Pack
=
6x
Jun-12
Entertainm
ent
On-Pack /
OOH
=
1x
Jan-13
FMCG
Food
On-Pack
=
2x
Nov-12
Entertainm
ent
On-Pack
=
2x
Oct-12
Media
Print
=
8x
Jul-12
Media
Print
=
1x
Jun-13
FMCG
Drinks
On-Pack
=
1x
Jul-13
FMCG
Drink
On-Pack
=
1x
Nov-13
Distributi
on
Retailers
Print
=
11x
Feb-14
Distributi
on
Retailers
Print
=
2x
Feb-12
Entertainm
ent
OOH
=
8x
An example user timeline
User interacted 47
times in 12 different
months across 4
sectors and 3 media
types

17. Best practices for strong ROI
Invest in content
• This is what your
customers want,
not the tech
• Create value and a
reason to interact
Creating a successful campaign
Educate
• Invite your
customers
to connect with you
• Use clear, bold, &
enticing call-to-action
Think
strategically
• Use the the tech to
enhance a cross
media campaign
•Think long-term
•Test & learn
Use the
experts
• Check best
practice &
case studies

18. Million Blippar
users
4.5+
In over 10 million
press pages
Featured on over
1 Billion SKUs
S A N F R A N C I S C O • N E W Y O R K • L O N D O N • M U M B A I
2.5Billio
n
AR apps
downloaded per
annum
by 2017
Augmented reality is
happening…
And much more is around the corner…
300%
AR growth over
next 4 years
predicted

19. Keep in touch
info@blippar.com • blippar.com
Jessica Butcher
Co-Founder & CMO
jess@blippar.com