Snapchat is going to make custom filters the latest bat mitzvah party craze.
In its continuing quest to monetize, the ephemeral photo messaging app is selling “on-demand geofilters” to people, shifting away from it being a brand-centric feature.
Now, anyone can submit a filter design to Snapchat to be approved within a day, which then can appear in a designated area between the area of 20,000 square feet (an office floor) to 5,000,000 square feet (several city blocks). The filters appear live between an hour to up to a month.
As exemplified in this video from Snapchat, the app is further entrenching custom filters as its trademark feature since it lacks hashtags or tagging photos like on Facebook and Twitter. Just look how every one is excited to use a cat filter at this birthday party:
Prices begin at $5 for a filter that lasts eight hours and appears over a small venue, say a ballroom, with prices escalating depending on the length of time and square footage. Snapchat is also providing an analytics dashboard to see how many people used the filter.
Previously, Snapchat only made filters available to brands to purchase. It sells sponsored lenses for as much as $750,000. The app has also tried in-app purchases before with a Lens Store that was closed after just two months.
Why media agencies are prioritizing building privacy expertise this year as a host of new laws roll out
With privacy restrictions tightening, agencies are faced with having to step up their privacy practices this year.
Media Briefing: Market check on which ad categories are spending on publisher campaigns
Travel, auto and CPG are all spending with publishers this quarter, while tech, finance and beauty seem to be keeping their wallets shut.
Dentsu’s podcast celebrating Black empowerment tries to do its part to fill the advertising inequity gap
The Dentsu-backed More Than That with Gia Peppers kicked off season 3 last week, featuring several major advertisers (and Dentsu clients) including Procter & Gamble, General Motors, Kroger and Mastercard.
SponsoredAdvertising predictions that will shake up the media industry in 2023
Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
The Athletic’s Sebastian Tomich is looking beyond ads and subscriptions to reach profitability
The Athletic's path to profitability is set for 2025, and to achieve this goal, chief commercial officer Sebastian Tomich is focused on more than just selling ads directly to prospective advertisers.
How newsroom unions intervene when members get laid off
Amid the recent wave of media layoffs, here are some of the ways newsroom unions are intervening.