Snapchat’s Latest Augmented Reality Ad Format
Introduction to Sponsored 3D World Lenses
Snapchat has debuted its latest augmented reality ad format, allowing advertisers to create their very own branded versions of 3D World Lenses. These lenses enable users to reinforce videos shot with their phones’ rear-facing cameras with animated three-dimensional objects. This feature is an extension of Snapchat’s famous Lenses, which have been a success amongst its users.
How Sponsored 3D World Lenses Work
Imran Khan, chief strategy officer of Snapchat’s parent company, Snap, announced the rollout of Sponsored 3D World Lenses at an Advertising Week session in New York. The first advertisers to make use of this format are Bud Light and Warner Bros. The Bud Light ad allows users to walk around a concession vendor selling Bud Light, while the Warner Bros. ad promotes "Blade Runner 2049" and features one in every of the flying cars from the movie.
Potential Use Cases for Brands
In addition to creating entertaining content, brands can use Sponsored 3D World Lenses to create more purpose-driven campaigns. For example, a furniture brand could design a lens that permits users to see how a couch might look of their home. Snap’s creative team will work with brands to construct their 3D Lens experiences, making it easier for them to start.
Campaign Placement Options
Sponsored 3D World Lens campaigns might be placed in two ways:
- Traditional Sponsored Lens Campaigns: These campaigns will appear within the Lens gallery, where users can swipe through and apply a lens to their post. A Sponsored 3D World Lens should be bundled with a standard Sponsored Lens that is available through the phone’s front-facing camera.
- Snap Ad Attachments: Sponsored 3D World Lenses might be attached to a Snap Ad and promoted outside of the Lens gallery. Users can swipe up on the vertical video ad to make use of the lens, marking the primary time a lens might be used as a Snap Ad attachment.
Targeting Options
Targeting options rely on whether a brand opts to run a Sponsored 3D World Lens as a standard Lens campaign or as a Snap Ad attachment. If run as a Lens campaign, it might probably goal all users in a given country who use Snapchat on a given day, or apply age-, gender-, and interest-targeting options. If attached to a Snap Ad, it might probably be targeted like an everyday Snap Ad, and advertisers also can employ Snapchat’s latest Snap Ad placement controls.
Conclusion
Sponsored 3D World Lenses offer a brand new and revolutionary way for brands to have interaction with Snapchat’s audience. With the power to create immersive and interactive experiences, brands can increase user engagement and drive conversions. As Snapchat continues to evolve its ad offerings, it should be exciting to see how brands utilize this latest format to achieve their goal audiences.
