Shaking up the AR market, Snapchat has opened its new advertising tool World Lenses to brands for targeting opportunities. Known as Sponsored World Lenses, it will allow advertisers to add an object to the AR landscape, provide action-based triggers when consumers look at or tap an AR object, add environmental objects such as floating lights or ambience, and provide interaction opportunities such as built-in games. The audience targeted ad unit can be paired with the non-selfie pictures. Netflix for its 1980s female wrestling comedy Glow, Glidden Paint and Dunkin’ Donuts have already got on board, and are turning 3D graphics into their advertisements. Warner Bros’ is tapping into the ad unit for its film Everything, Everything with Geofilter and Sponsored World Lens. These lenses help target specific audiences with a guaranteed number of impressions. Sponsored World Lenses builds on Snapchat’s Sponsored Lenses format which helped in targeting the entire country.
The new tool boasts of offering an average engagement of around 15 seconds. It is currently available in the UK, France, Belgium, Netherlands, Norway, Sweden, Denmark and Germany. The tool is expected to roll out soon in other markets.
In the US, Snapchat has rolled out Audience Lenses and Smart Geofilters. While Audience Lenses allows brands to target specific audiences with their sponsored lenses, Smart Geofilters automatically adds real-time information such as location and cities. Snapchat is also working on the targeting capabilities on sponsored lenses in the US. Until now, the only possibility for brands to use Lenses was to buy it nationally with the same ad being served to everyone in the country. With Snapchat’s new tools, the US advertisers can target sponsored lenses by age, gender and what content people look at.
With growing concerns over Snapchat’s static user base and less-than-optimal revenue of its parent company Snap Inc, the new marketing tool might help bring in more ad revenues for the popular messaging app.