Snapchat offers new ad format for brands

Snapchat is seeking to capitalize during the holiday season by launching a new ad format: commemorative brand sponsored lenses. Users of the social media will be able to add special effects to their images or videos thanks to this ad format. The initiative benefits consumers and brands. The product will have its debut on October 31st to celebrate Halloween. According to the Financial Times, the filters that will be more popular are those that convey a twist of horror to videos and images of the Snapchat community. Snapchat will insert advertising in users’ profiles encouraging brand engagement, leveraging on the buzz that unfolds during the holidays. With the implementation of the animated filters, last month Snapchat opened up a world of possibilities in the platform, which is increasing its communities creativity. The day of the launching, millions of users published pictures of people vomiting rainbows with bulging eyes.The application will charge around US$750,000 for the interactive lenses on peak days like Halloween. On regular days the figure will drop to $450,000, and the company claims the initiative will reach its 100m users. As part of the package, a Snapchat team will be in charge of designing the lenses.