Snap has launched Sponsored AR Filters on Snapchat to offer advertisers a way to expand reach beyond Snapchat’s pre-capture Lens Carousel. The AR ad placement occurs after an image is captured with the Snapchat Camera, accessible by swiping to the post-capture Filter Carousel. Sponsored AR Filters are now available to advertisers globally.

An example of how the AR Filters can be used by brands is the one used by the NFL to drum up excitement for Super Bowl LVIII, which featured a countdown to the big game along with the logos of the 49ers and Chiefs. Sponsored AR Filters can be combined with Snap’s existing Sponsored Lenses for a more effective way to reach consumers through the Snapchat camera. Filters are overlays that can be added after a Snap is captured, but before it is sent to someone. Lenses is Snap’s AR format where Snapchatters can overlay a digital experience before they capture an image.

The benefits of Sponsored AR Filters for advertisers include their accessibility and cost-effectiveness. A filter can be created in minutes using Snap’s Lens Web Builder, a free DIY tool for creating filters and lenses, with no outside production costs needed. Advertisers simply upload existing assets and add an easy-to-use template, such as AR face filters like makeup and eyewear try-on, location-based overlays, countdown timers or quiz generators to easily build a sponsored AR filter. The same sponsored AR filter can be used in the pre-capture Lens Carousel. To drive measurable campaign results, integrating a call- o-action into the filter will help guide Snapchatters towards specific conversion actions.