Snapchat appears to be moving away from standard visual tools such as selfie filters and overlays after rolling out an exciting new ad product called Sponsored World Lenses. It will allow brands to augment both interactive games and 3D and 2D objects such as rainbows and flowers into a video.
Sponsored World Lenses builds on Snapchat’s Sponsored Lens, a product that is popular with users for turning standard selfies into visually engaging experiences. Brands in the UK, the US, Canada and select European countries will now be able to leverage four types of World Lenses to add a range of digital objects to surroundings during a video using just the rear camera of devices.
Marketers will be able to access a “play time” metric to track how long viewers choose to interact with the bespoke clips, and Snapchat claims that users are engaging with them for about 15 seconds on average. The popular mobile app is working with Warner Bros for the movie Everything, Everything to launch its new sponsored programme.
Some of the biggest brands, including L’Oréal and Starbucks, have already published their own standard Sponsored Lens content during the last 12 months. However, these custom ads were created in conjunction with Snapchat’s internal creative team and originally took up to two months to complete. The latest product should enable creators to deliver branded content more quickly and efficiently.
Snapchat has also rolled out Audience Lenses for the first time. This will enable advertisers to buy Lenses to target a specific audience based on factors such as locality, age and gender for better engagement. Finally, a new range of Smart Geofilters will offer the ability to add relevant information such as ZIP codes to Snaps.
Snapchat is hoping that its latest ad offerings will help differentiate the platform from Facebook, Instagram and other visual-based competitors as it looks to bounce back from a less-than-stellar start to the year. Its parent company, Snap, missed revenue targets in its first-ever quarter earnings report this month and is now working hard to drive growth by attracting more ad money.