It seems as if Snapchat went from 0-60 in digital and social advertising and you’re reading about it everywhere. Snapchat has already proven companies are willing to invest in Sponsored Lenses to give consumers a fun and engaging experience with their brands. Sponsored Lenses have been a huge success for the mobile app, providing Snapchat the leverage to charge anywhere from $100,000 to $750,000 for a 24-hour Lens. Snapchat reports back metrics including views, reach, completion rate, and brand resonance to back up the costs.
Now, Snapchat is looking to innovate again. Building upon their Geo-filters and facial recognition technology, Snapchat has applied for a patent which will recognize objects in snaps and then serve related filters or images. For example, a user takes a picture of the Empire State Building. Next, the object recognition technology would recognize the location and object being captured in the photo; in this case the Empire State Building. The user would then be able to swipe through filters and may find an image overlay of King Kong hanging off the top of the Empire State Building.
Snapchat is also looking for ways to advertise and monetize this new idea. A photo containing a cup of coffee, for example, could serve the user with a coupon to be redeemed in a certain store for a coffee beverage or related products. The proposed patent shows how companies can bid on different types of objects, similar to how they bid on keywords in search advertising. This could be the next big thing in advertising as Snapchat becomes more successful and widely used.
We’ve seen companies file patents time after time, and a good amount of the ideas are never fully executed. However, if Snapchat’s object recognition patent is approved, this could bring a whole new level to the digital advertising world. It will also be interesting to see how they’re able to keep these ad units from feeling invasive. The appeal of Sponsored Lenses and Geo-filters is the experience. They don’t feel like an ad. It’s just a fun thing to add to your picture or video. We can’t wait to see how Snapchat works their magic on a coupon.