Snapchat expanded its ad offerings to include three new products that take advantage of its lenses and geofilters. These new features include World Lenses, Audience Lenses, and an advertising update to the already popular Snapchat geofilters. The platform stated that these features are extremely appealing to advertisers because they are heavily used in the app. Geofilters, for example, are viewed over 1 billion times a day on average.
The newly introduced World Lenses are an extension on Snapchat’s Sponsored Lens, which already let advertisers turn users’ selfies into ads. With the Sponsored World Lenses, advertisers can also create content for the rest of the photo beyond the face, including floating 2D or 3D objects, interactive content, and other items.
Warner Bros. will be the first advertiser to run a Sponsored World Lens on Snapchat with a new ad for the joint MGM and WB film “Everything, Everything.” Others who have plans to run World Lens ads in the future include Netflix, for its show “Glow;” plus Dunkin Donuts and Glidden Paint.
The World Lenses will be available in all markets where Lenses are sold, including the U.S., U.K., France, Germany, Canada, Australia, and elsewhere.
Additionally, Snapchat is rolling out Audience Lenses, which allow advertisers to buy regionally targeted Lenses for the first time. Before, advertisers could only be bought as nationwide takeovers, Snapchat says.
Audience Lenses let advertisers buy a guaranteed number of Lens impressions for a specific audience. This includes those that are targeted by demographics like age and gender, as well as those identified as falling in one of Snapchat’s “Lifestyle Categories” – a grouping that’s based on the user’s viewing habits in the Discover and Our Stories sections in the app.
Red Bull and MTV have already tested these Audience Lenses, and Lancome’s L’Oreal Paris will launch one soon.
The third new ad product is an updated version of Snapchat’s Geofilters. This ad type allows users to activate branded overlays that appear when they swipe left or right on the camera. Citing data from a survey it commissioned, Snapchat notes these Geofilters are already very popular with the Snapchat community, as 80 percent of users have used a Geofilter at a restaurant, 66 percent at a mall, and 50 percent at a gym, for example.
Warner Bros. again ran Smart Geofilter ads for its movie “Everything, Everything,” in order to target high school users by featuring the name of the school in its ad.
Building out its interactive content helps Snapchat keep users engaged with its app, and launching it repeatedly – daily users launch it over 18 times per day, on average. Snapchat’s daily users now spend over 30 minutes on Snapchat each day on average, up from 25 to 30 minutes last quarter. More than 3 billion Snaps are created every day — up from more than 2.5 billion in Q3 2016. And over 60 percent of Snapchat’s daily users create content every day.
By extending the same set of engaging tools to advertisers, Snapchat hopes that advertisers see the value in the time users are spending with their ads.
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