Insights / June 2018

Introducing reach and frequency buying for AR advertising

Starting today, advertisers of all sizes can run their own AR advertising campaign right from Snapchat’s self-serve tools.

Every day, over 70 million people use augmented reality Lenses on Snapchat to express themselves, live in the moment, learn about the world, and have fun together.1 As a leader in AR, we’ve made it our mission to democratize it and bring it to the masses — for Snapchatters and advertisers alike.

That’s why starting today, advertisers — both big and small — can run and manage their own AR Lens campaigns directly from Snapchat’s self-serve tool. From uploading Lens creative to buying and measuring campaigns, today’s update turns Ads Manager into a one-stop shop for all things advertising on Snapchat.

The initial launch of self-serve Lenses will allow for “Reach and Frequency” audience buys — an industry first for augmented reality. We’re also introducing a new Snap Ads “Lens attachment,” which lets viewers swipe up on a Snap Ad to unlock a Lens. Snap Ads with the Lens attachment are great for advertisers looking to reach Snapchatters more likely to engage with their ads.

All AR Lenses in Ads Manager will include the full breadth of targeting, optimization, and measurement capabilities where available.

Reach and Frequency allows marketers to plan and buy in advance on Snapchat. The main benefits include predictable ad delivery, as well as greater control over frequency. One of our test partners, ABI, has seen a 46% reduction in CPM since moving their buying to self-serve Reach and Frequency.1

Other partners like Dunkin Donuts have seen success extending their reach and driving efficiencies through Snap Ads + Lens attachments in the auction.

At Snapchat we’ve always believed in the power of AR and the incredible experiences it can deliver for our community. And over time, we’ve created an ecosystem of features and formats that our community engages with everyday. Today, 40% of Snapchatters play with AR experiences daily for an average of three minutes, making AR one of the best ways to get in front of your customers.1 Advertisers of all sizes and industries have taken advantage of our AR ads to drive business results across the funnel. To learn more about how to start your AR Lens campaign in the Snapchat self-serve tool visit our business support page.

— Team Snapchat

  1. Source: Snap Inc. Internal Data