Snapchat Is Rolling Out New Sponsored Content Options World Lenses, Audience Lenses and Smart Geofilters


Snapchat is introducing three new advertising products: World Lenses, Audience Lenses and Smart Geofilters.

The move from Snapchat marks the biggest update to its Sponsored Creative Tools since 2015 and will give advertisers more opportunity to integrate their brand with the app.

Using World Lenses, advertisers will be able to create AR-style filters, which will alter people’s photos to add things like objects and interactive content.

The company is said to be offering four World Lenses options, including the ability to add 2D or 3D objects (such as a product or character) to content and the chance to insert things that will trigger a reaction when tapped.

Snapchat’s World Lenses will also include environmental filters and an “interaction” option, which will enable users to do things like play games from within the app.


Secondly, Snapchat is bringing in Audience Lenses, which will let advertisers purchase targeted, regional Lenses.

Audience Lenses will guarantee advertisers a certain number of impressions, including those aimed at specific demographics such as age, gender and lifestyle.

Finally, Snapchat is introducing Smart Geofilters, which will add automatic location information to a Geofilter, like college names or airports.

Reports have said that Warner Bros is expected to be one of the first companies to create a World Lens on the app and Red Bull, MTV and L’Oreal Paris will be amongst the first to trial Audience Lenses.

This news arrives just days after the company released a number of new product changes ahead of its disappointing earnings report.

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Emma Woodley

Emma is a reporter at Global Dating Insights. Originally from Surrey, she has studied Communication and Media at Bournemouth University and The University of Central Florida. She enjoys socialising with friends, exploring new places and can often be found with her nose in a book.

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