Less than two months into the launch of its augmented reality platform for casual gaming and shared experience, Snapchat is ready to make Snapables available to advertisers.
The first sponsored Snapables will be available to users in Snapchat on Thursday. Candy Crush Maker King is one of the first brands to offer future-oriented AR games, according to a Snapchat spokesperson. Bud Light (who was also one of the first brands to buy a Sponsored World Lens) and Dunkin Donuts have also signed up as Launch Partners.
Snapchat has also made its AR lenses for brands easier to make available in the self-service tool. With more control over frequency and predictable ad delivery, brands can also lower their advertising costs. According to company spokespeople, a test partner realized a 46% reduction in cost per thousand impressions (CPM) using the self-service method.
Self-service AR lenses are sold through the Reach and Frequency self-service tool Price based on an effective CPM (eCPM) with ad costs between 8 and 20 based on targeting and other factors. Brands have access to the same advanced demographic targeting data, such as household income, parent status, and audience customization, that are available to other self-service self-service 500 self-service snap-ins. In addition, Snapchat offers a full range of measurement and interaction metrics. (Snappables, however, will not be available through the self-service tool at startup.)
Snapchat offers self-serve AR lenses, as well as Shoppable AR for e-commerce and other calls-to-action, video snap-ins that lead to AR experiences. and Lens Studio for Creating AR Content
Advertising is a key component of the snap monetization strategy, and augmented reality has become a major brand. Snapchat reports an average of 10 to 15 seconds of playtime with AR lenses, unlike other online ad formats that are skipped or blocked by software. Recent examples of brands sponsoring Snapchat AR experiences include New Balance, Bareburger, MillerCoors, and KFC.
With Snappables, advertisers not only receive direct engagement, but also gain additional reach, as the premise of the games is dynamic in encouraging users to connect with other users to play. And now that AR lenses are being switched to the self-serve model, it's even easier for advertisers to choose Snapchat's AR marketing format.