Snapchat's 3D World Lenses allow users to overlay 3D object animations (such as the famous dancing hot dog) with a mobile phone camera, and they can be moved and resized to fit specific scenes. Advertisers can now create their own branded version of World Lenses.
During the New York Advertising Week on Thursday, Imran Khan, chief strategy officer of Snapchat's parent company Snap, announced the launch of Sponsored 3D World Lenses. It is understood that Bud Light and Warner Brothers will be the first companies to use Snapchat augmented reality ads. The GIF in this article shows the application of the latest AR ad format. In Budweiser's advertisement, we can see a small vendor selling Budweiser light beer. As for Warner Bros., they are using this ad format to promote the movie "Silver Wings Killer 2043", in which we can see the classic flying cars.
In addition to creating 3D World Lenses to entertain Snapchat users, brand owners can also create more user-oriented campaigns, similar to the augmented reality experience created by advertisers using Apple ARKit. For example, a furniture brand can design an experience for people to visualize a sofa at home. Khan said that in order to help brands create experiences, Snap's creative team will work with them to develop 3D Lens.
Like Snapchat's original Sponsored Lens and 2D Sponsored World Lenses, the Sponsored 3D World Lens campaign can only be purchased through Snapchat's direct sales team.
Sponsored 3D World Lens offers two advertising options:
It can be run like a traditional Sponsored Lens ad, that is when users browse the Lenses library. Like the normal Sponsored World Lens, Sponsored 3D World Lens must be bundled with the traditional Sponsored Lens. (Snahpchat said that one-third of the 173 million active users browse the Lens library every day).
Advertisers can attach brands to Snap ads and promote them outside the Lens library. Users can slide and use Lens in vertical video ads, which marks the first time that Lens has become an Snap ad slot.
The target audience of the advertisement will depend on whether the advertiser has used the Sponsored 3D World Lens advertisement as a traditional Lens advertisement or if it is attached to the Snap advertisement. As a Lens ad, brand owners will be able to target Snapchat users in a given country at a given time, or target a specific age, gender, and interest group. If you choose to attach to a Snap ad, advertisers can think of it as a regular Snap ad, and you can use Snapchat’s latest Snap ad placement controls to manage contextual scenarios of vertical video that appear within the app.
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