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Snapchat Intros Lens Creative Partners Program

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Snapchat has launched a global Lens Creative Partners program, designed to connect brands with augmented reality (AR) experts and Lenses creators. The program certifies 30+ creators, from large agencies to expert individuals, who’ve been building engaging, immersive AR Lenses for Snap since the launch of Lens Studio. In total, Snapchat expects to onboard 100+ creators over the next several months.

Snapchat aims to give brands easy access to expert AR ad creators, no matter their budget, brand, or location. By expanding its network of skilled creators, Snapchat is continuing to lower the barrier for brands to create and run sponsored AR, while simultaneously championing (and helping monetize) the creative AR community. These certified creators are experienced in developing quality AR, and have completed a rigorous course about the development process, creative best practices, ad policies and buy models for sponsored AR Lenses on Snapchat.

Within the Middle East, agencies such as Leo Burnett, TBWA and Saatchi & Saatchi have already come on board as Lens Creative Partners.

AR on Snapchat

Augmented Reality is a key part of the Snapchat app — over 70 million people play with AR “Lenses” on the app per day. Each of those daily users average 3 minutes doing so, which adds up to 500 years of daily AR play time on the app.

The Lens Studio ecosystem is also thriving. To date, over 250,000 Lenses have been submitted through the tool, which have been viewed by Snapchatters over 15 billion times.

This is because Snapchat’s home screen is a camera that invites users to create, rather than more passively scroll through a feed of content. That design choice helped Snapchat pioneer ‘talking with pictures’ (a core use of the app), and popularize augmented reality for the masses – like the famous puppy face or dancing hot dog.

Lenses became a viral hit for advertisers in late 2015, as millions of users began choosing to play with brand campaigns that turned their heads into tacos, dunked them with Gatorade, and so on. Lenses can massively boost awareness or sales for a brand, product, film — as the average user plays with a Lens for 10-15 seconds, and can then send that fun Snap to their friends, which is a powerful recommendation.

Snapchat has continued to evolve the format, launching 3D World (object) Lenses last year after the success of the famous dancing hot dog Lens. In April, the company launched ‘Shoppable AR‘, a new type of AR Lens advertising that in addition to boosting awareness, adds a button users can tap to browse a product page, download an app, or watch a movie trailer. This feature, combined with the Snap Pixel released for all advertisers in June, allows advertisers to measure the return on their investment by tracking the purchases made after engaging with the AR ad.

Adweek wrote on the highly efficient pricing and ROI this summer, now that Lenses have a full suite of targeting and measurement: “Advertisers can pay between $10 and $14 for 1,000 AR lens plays with no minimum ad buy. Another option is a Snap ad that requires users to swipe up to unlock an AR feature. Those are even cheaper, ranging between $3 and $5 per 1,000 impressions.

According to Nielsen Catalina, the campaigns seem to work. The measurement company—which recently expanded its partnership with Snap for increased ad-targeting—measured 22 CPG brand campaigns and found an average sales lift of 10 percent. Nielsen’s in-app polling also found that lenses increased ad awareness by 19 points while also increasing brand lift by 7 points.

“We are excited to be a launch partner for the Creative Lens Partner programme with Snapchat. AR offers us the opportunity to bring ideas to life in more unexpected and immersive ways, and we’re thrilled to be partnering with Snapchat to bring their knowledge and expertise in-house across our region,” said Noah Khan, Regional Head of Digital and Innovation – CEE, Africa and Middle East, TBWA.

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Age of Empires Mobile to Release Around the World on October 17, 2024

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Mobile gaming fans around the world can prepare for a brand-new take on a strategy classic as Age of Empires Mobile will officially launch on the Apple App Store and Google Play on October 17. Co-developed by TiMi Studio Group (Call of Duty: Mobile, Pokémon Unite) and World’s Edge, an Xbox Games Studio, Age of Empires Mobile is a fresh and innovative experience for the beloved series, bringing familiar elements from the iconic Age of Empires games with brand-new and mobile-specific gameplay to mobile players.

On the road to global launch, players will have the opportunity to participate in on-site events at the Xbox booth, and the stage event with fun engagement activities at the Level Infinite booth, during Gamescom in Cologne, Germany. Media and creators will be invited to preview the game in the business area. Players can pre-register now for the official launch on the App Store and Google Play, join the game’s official Discord or head to the game’s website for more information.

“We expect players to mystify, mislead and surprise their enemies through the realistic, immersive, medieval gameplay featured in Age of Empires Mobile,” said TiMi Studios team leader and studio general manager Brayden Fan. “We’ve already seen alliances form and alliances crumble through our multi-month playtesting. Through it all, players have shown strategic wit, savvy teamwork and a passion for an entirely new Age of Empires experience.”

Built from the ground up for mobile and social play, Age of Empires Mobile includes a variety of game features:

  1. Multiple single-player modes built on the Age of Empires lineage and featuring iconic elements from the original series
  2. Build your empire in a lively, realistic medieval world featuring stunning civilizations, imperial cities and historical figures
  3. Immersive battlefields offer one-of-a-kind original gameplay with large-scale castle sieges featuring realistic weapons taking on multi-dimensional defences in a fight with thousands of players worldwide
  4. Be strategic as you encounter realistic and interactive terrain and weather and manage multiple troops with real-time micro-control

Built to expand on the series’ lineage, Age of Empires Mobile offers players the opportunity to select from some of the world’s most legendary historical figures to lead their armies. Players choose from dozens of these leaders, such as Barbarossa, Darius the Great, Hammurabi, Joan of Arc and Leonidas I, each featuring unique individual talents and synergies with each other to unleash on your foes.

“Our goal at World’s Edge is to bring the magic of Age of Empires to as many different types of players around the world as possible. Partnering with TiMi Studio Group means we can combine their expertise in mobile gaming with the strength of our franchise and history – to bring a brand-new take on Age of Empires to even more gamers, in even more places,” said Michael Mann, Studio Head at World’s Edge.

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WhatsApp to Intro Real-Time Voice Conversations with Meta AI

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WhatsApp is set to revolutionize user interaction with the introduction of real-time voice conversations powered by Meta AI. This new feature, currently in development, will allow users to engage in natural, spoken dialogue with the AI chatbot.

Key Features:

  1. Personalized Experience: Users can select from various voice options for Meta AI, tailoring the interaction to their preference.
  2. User Control: The voice chat mode will be optional, ensuring users have complete control over their conversations.
  3. Privacy Focus: WhatsApp is implementing a privacy indicator to inform users when their microphone is active, safeguarding user data.
  4. Accessibility: Captions and transcripts will be available, enhancing accessibility and providing a visual record of conversations.
  5. Customizable Responses: Users can choose between brief or full responses from Meta AI, adapting the AI’s output to their needs.

This exciting development promises to make AI interactions more engaging, accessible, and personalized for WhatsApp users.

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Smiles Launches “Smiles Unlimited” Super Plan

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Smiles, the UAE’s premier everyday rewards SuperApp, has launched a unified subscription model that combines its Unlimited Free Delivery and Unlimited Buy-One-Get-One subscriptions into one super subscription. Called “Smiles Unlimited,” the new subscription model is the only super subscription that unifies all the benefits of unlimited free food and grocery delivery, service fee waiver for home services, and unlimited Buy-One-Get-One on thousands of brands into one subscription package. Priced at just AED 29 per month with a 14 day free trial period, the service saves over AED 300 per month on delivery fees, service fees and Buy-One-Get-One deals, rewarding back more than 10 times.

Khaled ElKhouly, Chief Consumer Officer, e& UAE, said: “Building on Smiles’ position as the UAE’s leading everyday rewards SuperApp, we are excited to introduce Smiles Unlimited, our new super subscription that enhances customers’ everyday lives. This offering goes beyond traditional rewards programmes by consolidating all the benefits our customers love into one convenient package, on top of the earning and redemption of points that are currently available with Smiles. It reaffirms our commitment to being an essential partner, supporting and rewarding people for simply living their lives in the UAE.”

In the UAE’s dynamic market, consumers are increasingly focused on maximising their savings while managing multiple subscriptions for essential services. However, managing a fragmented landscape of subscriptions is cumbersome and costly. Smiles Unlimited solves this by introducing a single, convenient package that unifies all these benefits, simplifying subscription management and increasing customers’ savings.

As part of its evolution into a full-service lifestyle SuperApp, Smiles enables customers to earn and redeem points for everyday activities like ordering food and groceries, booking home services, dining out, shopping, entertainment, travelling, and much more. “Reward Your Everyday” underscores Smiles’ commitment to enhancing every aspect of daily life and integrating the SuperApp more deeply into the lifestyles of UAE residents by making each interaction convenient and rewarding.

With over five million loyal members across the UAE, Smiles has become a premier lifestyle SuperApp in the region. Backed by an extensive network of over 11,000 restaurants, 500+ grocery stores and pharmacies, 35+ home services and 6,500 brand partners nationwide, members can access a vast selection of everyday essentials and experiences

Smiles further sets itself apart through its uniquely generous rewards structure. Customers can also earn points through their e& UAE bill and recharge payments, co-branded credit card usage, and orders and purchases made through Smiles.

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