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Gordon Young
Editor-in-chief at The Drum

Snapchat debuts Sponsored 3D World Lenses at Advertising Week New York

The update features a host of enhancements from its previous iterations

Snapchat’s chief strategy officer Imran Khan took to the Advertising Week New York stage today (September 28) to announce that brands can now sponsor a 3D World Lens with Warner Bros one of the first advertisers to get on board.

This means that advertisers can now use the Snapchat camera to bring characters and products to life – similar to the popular ‘dancing hot dog’ meme from earlier this year – with the new launch geared towards driving greater interaction between users and a brand’s own creative.

According to Khan, this new launch can be used for top-funnel marketing engagement with consumers, but also for product discover and product sampling on the video sharing network.

The latest updates mean that advertisers can now sponsor 3D objects with greater interactivity features, an update from the basic outward-facing Lens capability it made available to marketers in May.

Advertisers interested in using the latest service can purchase a “National Lens” directly from the video sharing network. Audience targeting capabilities also include age and interest types, with a new “swipe-up attachment” feature now available via Snap Ads for the first time.

“Appearing in the world (outward-facing) Snapchat camera, you can move, resize, and make them a part of the space around you. They recognize surfaces, so once locked in place you can walk towards, around them etc,” according to Khan.

He went on to raise some of the key statistics Snapchat has been able to establish since launch, revealing that on average, campaigns with Lenses drive a 19.7 point lift in ad awareness, 6.4 point lift in brand awareness, and 3.4 point lift in action intent, he said citing, it own in-app polling powered by Nielsen Brand Effect Services.

“One of the first partners are Warner Bros. who have used the new 3D World Lens to create the 3D Blade Runner ‘Spinner’ car,” reads a blog post detailing the launch.

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