Snapchat launches Lens Web Builder to simplify AR ad creation

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While augmented reality hardware has yet to take off with average consumers, Snapchat is one of many smartphone apps that have successfully introduced basic forms of AR to millions of people, using “lenses”. »Camera to add effects and digital objects to real-world scenes. . Today, developer Snap released Lens Web Builder, a tool that simplifies the process of creating AR effects to help more businesses create AR promotions.

The concept behind Lens Web Builder is pretty straightforward: instead of requiring a standalone AR app or a high level of design expertise – prerequisites for goal creation – Snap has created a basic but functional tool accessible from within popular web browsers, allowing users to create a new lens in minutes without AR design experience. In addition to the hundreds of assets provided by Snap, including 3D objects, effects, and animations, creators can upload 2D assets, such as logos and images, for personalization. The custom lens is then available for use in Snapchat ad campaigns, subject to minimum daily spend requirements.

The democratization of the creative process is an important next step for augmented reality, which is expected to become an important part of everyday life over the next few years. The first AR glasses will hit the market this year, bringing wearable display technologies out of labs and corporate settings and into public spaces, where they should power everything from intuitive map navigation to advertising. In the meantime, businesses unfamiliar with the technology or intimidated by the AR creation process can use tools like Lens Web Builder to update themselves.


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Snap notes that over 75% of its community of 218 million daily active users now engage with AR content on average every day, and over 735,000 lenses have already been created, with the best lenses reaching billions of views. . This was all accomplished using Snap’s legacy Lens Studio tool, which the company will continue to support to develop sophisticated AR content while providing a simpler and more accessible tool in Lens Web Builder.


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Esther L. Gunn