Snapchat is stepping up its advertising game with the launch of Sponsored Augmented Reality (AR) Filters.

This new ad offering allows brands to integrate into both major events and everyday moments, providing an additional interactive advertising experience for Snapchat users beyond the pre-capture Len Carousel.

The Sponsored AR Filters are accessible after users capture their content with the Snapchat Camera, by swiping to the post-capture Filter Carousel. Advertisers can upload existing assets and build filters from a variety of templates, including AR face filters, location-based overlays, countdown timers, quiz generators, and more.

"Sponsored AR Filters make it easier for any business to create AR ads. Brands of all sizes can now seamlessly tap into cultural moments and maximise brand awareness and engagement with over 8 million Snapchatters in Australia," said Head of Creative Strategy, APAC at Snap Inc, Haran Ramachandran.

The integration of calls to action (CTAs) allows advertisers to capture valuable mid-funnel signals, guiding Snapchatters towards specific conversion actions and driving measurable results for campaigns. Advertisers can create Sponsored AR Filters in under 10 minutes using Lens Web Builder, a free DIY tool for filter and lens creation.

The Sponsored AR Filters have already been put to good use. The NFL used them in the countdown to Super Bowl LVIII, and Franklin Park Conservatory promoted its local Orchids exhibit using the filters.

"Snapchat's AR Filter helped Franklin Park Conservatory promote its events with interactive experiences, increasing attendance and ticket sales to this botanical garden. The Conservatory has been bringing people and plants together since 1993, and Snapchat's AR Filter was a crucial component in their effort to continue engaging with all ages and generations," said Account Executive at Third Street Digital, Mallory Khan.