Report: Snapchat ads use augmented reality

Snapchat’s newest filters are moving beyond the selfie.



The company is rolling out a new augmented reality ad division that lets users overlay marketers’ life-like filters on any photo they snap with their smartphone, according to ReCode.



Warner Brothers is the unit’s first advertiser, tying the lenses to promote its new movie, “Everything, Everything.” Dunkin Donuts and Netflix are next in line to launch the service, the report said.



The new program coincides with Snap’s goal to launch more quality products — a statement made during the company’s earnings call last week. Snap posted a less-than-stellar first quarter performance that missed analyst estimates. This was also the company’s first official quarter as a public company.



In addition to pursuing new innovative programs, Snap is rolling out ad updates of its signature face-distorting “lenses.” U.S. advertisers can now pay to target lenses to users based on age, gender or the content they watch in Snapchat’s Discover section, according to the report.



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