Snapchat, a popular social platform, introduces sponsored filters in Augmented Reality.
This is a new format that allows companies to expand their user base through the camera.
After taking an image, users can access filters by swiping through the different available options and apply effects to their photos or videos before sending them to friends.
Unlike the effects already present in the app, sponsored filters in augmented reality are designed to push a brand, a service or a particular product.
Among the first to exploit them are the National Football League for the Super Bowl and the American botanical garden Franklin Park Conservatory.
The new feature allows advertisers to create sponsored AR filters in minutes using the free Lens Web Builder tool.
In an official note,
David Sommer, head of Snap, said: “We're really excited to launch Sponsored Ar Filters today, a highly requested feature from our partners. Taking Snaps is a key part of the Snapchat experience. It's how our community shares their moments in life with friends and family. This solution not only offers new ways to reach and engage Snapchatters through the camera, but also makes ads more accessible and easier for any business to create."
At the beginning of February, Snap, the company that develops the social network, announced the dismissal of around 530 people, equal to 10% of its employees globally.
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