Warner Bros signs up as first advertiser for Snapchat's Sponsored World Lenses
Snapchat has advanced beyond selfie filters and overlays – a feature that rivals are pouncing upon – to roll out Sponsored World Lenses that allow brands to augment the world with specially designed 3D cameras using the rear camera of devices.
Snapchat's World Lenses
Traditionally, Snapchat’s offering has been served on the front-facing camera, focusing on how to alter the selfies of users. The brand rolled out World Lenses last month, and has now monetized the feature, allowing advertisers to get in on the action.
Now the company is offering four types of Sponsored World Lens that can augment into a scene, floating 2D or 3D objects, objects activated upon a screen tap, interactive games and environmental items. The feature can be seen in its full glory below.
The @snapchat #AR update is fantastic! pic.twitter.com/ebwWeE0aZC
— Daniel J. Russo (@danrusso) April 20, 2017
The product is available to brands in the UK, France, Belgium, Netherlands, Norway, Sweden, Denmark and Germany. It will offer up the ‘play time’ metric informing brands just how long users choose to interact with their creative construct. The company claims that the average sits at around 15 seconds of engagement.
The first campaign on the feature will run in the US from Warner Bros around the movie, Everything Everything (as seen below). This will be followed with creative from Dunkin Donuts, Netflix and Glidden Paint.
Snapchat's first Sponsored World Lens - @WarnerBrosEnt @everythingfilm pic.twitter.com/LPB2hJQFgU — John McCarthy (@JohnGeeMcCarthy) May 15, 2017
On top of this new feature, the company has also today rolled out Audience Lenses that allow US brands to purchase targeted Lenses, offering up a minimum number of impressions over a set period of time – a product that was created with help from Red Bull and MTV, with L'Oreal Paris soon to pitch in.
Furthermore, in a busy day for the brand, Smart Geofilters rolled out in the region to offer a more sophisticated targeting of select audiences using the app in relation to their location.