Snapchat introduces sponsored lenses
What is it?
Snapchat has rolled out a series of updates to enhance the way brands and advertisers can use lenses and geo-filters.
The platform has announced a global update to sponsored lenses which allows users to add further customisation and target specific custom audience segments.
What does it do?
Since last month users have been able to further customise their content by adapting the world around them, not just their faces. These functions (and more) are also available to advertisers. For example, they can add floating 2-D or 3-D objects to their sponsored lenses, offering greater levels of interaction and action-based triggers when consumers look at or tap an AR object. In the US advertisers will also be able to target based on demographics and users’ viewing habits, which is expected to roll out to the UK shortly.
Is it a game-changer?
With Instagram, Facebook and Whatsapp all rolling out similar features, it’s becoming more important than ever for platforms to try and retain some level of USP in order to grow reach and retain users. This update represents Snapchat’s latest attempt to evolve their advertising offering in order to entice brands to use the platform. With all the players in this space driving their propositions forward, is this enough to gain cut-through? Time will tell…