Snapchat has introduced the ‘Lens Web Builder’ as a way for brands to create AR ads quickly and cost-effectively.
Housed in the Ads Manager platform, the new tool is the industry’s first web-based AR Lens ad production tool and has hundreds of lenses templatised.
It is free to use and provides advertisers with the option to create their own lens from scratch or access a library of 3D objects, animations and effects.
“We are excited to be launching Lens Web Builder here in Australia. In the past, AR ad creation has been led by a handful of highly skilled creators or companies, typically with significant budgets; Lens Web Builder gives everyone the opportunity to bring their AR ideas to life in a way that is simple, fast, and risk-free,” said Snap Inc. ANZ general manager Kathryn Carter.
“We are excited to see what our advertisers are going to create.”
The target audience for the Lens Web Builder is small to medium-sized businesses looking to get their foot in the door with AR marketing.
For Snap, it comes as part of a larger investment into technologically-powered vertical Snapchat ads.
Earlier this year the company introduced a new video conversion tool in Ads Manager, allowing advertisers to convert horizontal or square video into a vertical orientation.
Snapchat has also recently introduced the ability to buy Lenses in auction.