Snapchat has introduced a new augmented reality (AR) ad offering called Sponsored AR Filters, expanding brands’ reach beyond the pre-capture Lens Carousel. This placement occurs after Snapchatters take a Snap, allowing brands to integrate into the post-capture Filter Carousel viewed by over 5 billion Snaps created daily, the platform announced Thursday.

A key benefit is the ability to incorporate brands seamlessly into major events and everyday moments through culturally relevant branded AR experiences. Advertisers can upload existing assets to build Filters from templates like AR face filters, location-based overlays, countdown timers, and quiz generators.

By leveraging Sponsored AR Filters alongside pre-capture Sponsored Lenses, brands can guarantee optimal visibility across the entire Snapchat Camera experience. The integration of calls-to-action captures valuable mid-funnel signals, guiding users toward conversion actions and driving measurable campaign results.

Notably, Snapchat has lowered the barrier to entry for AR ads. Using the free Lens Web Builder tool, budget-conscious brands can create Sponsored AR Filters in under 10 minutes with no outside production costs. The platform thus aims to democratize AR advertising for businesses of all sizes.

Surpassing 800 million active users in the fourth quarter of 2023, Snap’s revenue reached $1.36 billion, up 5% y-o-y with last year’s total revenue hitting $4.6 billion. As stated in the Q4 2023 Investor Letter, “Our brand-oriented advertising business declined 3% year-over-year, while our direct-response advertising business grew 3% year-over-year.”

Major brands like the NFL featuring a Super Bowl LVIII countdown and local organizations like the Franklin Park Conservatory promoting an Orchids exhibit have utilized the format. “Snapchat’s AR Filter helped increase attendance and ticket sales. It was crucial for engaging all ages,” said Mallory Khan of Third Street Digital, which worked with the Conservatory.

The Portland Trail Blazers have expressed enthusiasm: “We’re super excited to develop that AR Filter strategy for hyper targeted campaigns, growing fan affinity, and generating excitement on event days,” said Digital Marketing Specialist Joey Peluso.

Snapchat provides straightforward guides for brands to build Sponsored AR Filters on Lens Web Builder by uploading creatives, saving them to a Lens Folder, and publishing them. Ads Manager allows building campaigns by selecting Camera and AR Filter placements.