Snapchat has launched Sponsored AR Filters, enabling brands to place adverts in the post-capture Filter Carousel.
- XR in Telecoms and Media Case Study: Verizon and Snapchat
- Snapchat Still a Good Marketing Tool, Says Partner Exec
- Estée Lauder Launches Snapchat AR Makeup Try-On
The new augmented reality (AR) advertising expands the reach for brands beyond the pre-capture Lens Carousel, leveraging the potential of the five billion Snaps created every day.
The US-based messaging application says this will make it easier for brands to get more involved in shareable moments, as well as gaining end to end control of the Snapchat Camera experience.
Mallory Khan, Account Executive at Third Street Digital, a digital strategy agency headquartered in Colombus, Ohio, showed how it has already put Snapchat’s AR Filter to use: “Snapchat’s AR Filter helped Franklin Park Conservatory promote its events with interactive experiences, increasing attendance and ticket sales to this botanical garden.
“The Conservatory has been bringing people and plants together since 1993, and Snapchat’s AR Filter was a crucial component in their effort to continue engaging with all ages and generations.”
Sponsored AR Filter: Key Features
Key features of Sponsored AR Filters include maintaining cultural relevance, simplified filter production, growing brand awareness, acquiring extra insights, and increasing AR ad accessibility.
By implementing Sponsored AR Filters, brands can keep themselves at the centre of topical conversations, such as major sports events or music performances to ensure they remain within public consciousness.
Filter production is easier as advertisers are able to upload existing content or build new Filters from various templates like AR face Filters, countdown timers, location-based overlays, quiz generators, and more.
Brand awareness and engagement can be grown across the Snap, particularly if the filters are used in conjunction with pre-capture lenses.
More measurement signals can be obtained within the sales funnel through the integration of calls to action (CTAs). As a result, it will be easier to lead Snapchat users to specific conversion actions and increase the measurable results for campaigns.
Finally, without any external production costs associated with traditional production and storyboarding, Snapchat is increasing accessibility to the AR ad space. Now, brands are able to create AR advertising filters in “under ten minutes”, according to Snapchat, using the free filter and lens creation tool ‘Lens Web Builder’.
Joey Peluso, Digital Marketing Specialist at Portland Trail Blazers, an NBA basketball team based in Portland, Oregon, was quoted by Snapchat as saying: “We use Snapchat for traditional traffic and conversion campaigns, which have been very effective at driving ticket sales and awareness of Trail Blazers events.
“We’ve just started leveraging AR Filters, but we’re super excited to keep developing that strategy for hyper targeted campaigns, growing fan affinity, and generating excitement on event days through our fans’ cameras.”
Getting Started
To begin with, build a Sponsored AR Filter using the Lens Web builder, then simply upload your designs, save them to your Lens Folder, and publish the AR Filter.
You will also need to build a Sponsored AR Filter campaign on Ads Manager. First, build your advert using Advance Create on Ads Manager. Next, under ‘placements’ choose ‘Camera and AR Filter’ and then set up the rest of your campaign. Finally, browse to find the Filter you have created and publish the campaign.
