Snapchat's betting its future on augmented reality ads — here are all the different types by Tanya Dua on Apr 26, 2018, 9:04 AM Advertisement
 - Snapchat has made a massive push into AR, and has consistently iterated on its offerings to get as many marketers on board as quickly as possible.
- Take a look at the various types of AR ads that can be created on the platform.
You've probably seen the giant face taco shell, the barfing rainbow and the dancing hot dog, perhaps the three most popular examples of augmented reality on Snapchat. But that's not it. The self-proclaimed camera company has made a massive push into AR, and has consistently iterated on its offerings to get as many marketers on board as quickly as possible. Marketers consider Snapchat the market leader in this field, with Tom Buontempo, the president of the ad agency Attention, telling Business Insider recently that "they seem to be headed in the right direction by doubling down on something they can own." Since it first introduced sponsored augmented reality lenses in 2016, Snapchat has added new creative and technical enhancements, as well as a suite of targeting capabilities and measurement tools to its AR-powered lenses. It has also attempted to "democratize" AR for everyone, according to Carolina Arguelles, the AR product strategy lead at Snapchat, by making AR accessible at various price points. Here are the various ways you can use AR on Snapchat, depending on your objective: If you're a movie studio looking to drive views to your trailers  Millennials and Gen-Xers are a coveted segment for movie studios, making Snapchat an important way for studios from Warner Bros. and Universal to STX Entertainment to try to tap into them. Movie studios can invest in AR lenses and use them to drive Snapchat's young audience to their trailers with a prominent "Watch" button like the one above, as STX recently did with the upcoming Amy Schumer film "I feel Pretty."
If you're a brand that wants to extend your TV campaign, or bring a beloved mascot to life 
Marketers can use Snapchat AR lenses to extend or complement a major television buy. One popular tactic is to use a brand mascot or create a new 3D one — just like Snapchat’s dancing hot dog. Budweiser did this when Snapchat rolled out the ability for brands to create their own 3D objects in September 2017, and then once again during the Super Bowl, where it had a 3D horse modeled after its famous Clydesdale horse kick a field goal.
If you're a brand looking for as many people to share your content as possible The majority of Snapchatters use the app for communicating and exchanging content with their closest friends, not a wide audience. And 87% of users rank close friends as the most influential factor in purchasing decisions, according to research commissioned by Snap. So brands can theoretically tap into the app's millions of daily users, and convert them into brand advocates at scale. HBO recently did this when it created a shareable lens for the season two premiere of its hit show "Westworld," by putting an unforgettable moment from the show on the user’s face.
See the rest of the story at Business Insider
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