Snapchat turns to Lenses to capture advertising revenue0
While the Lenses are pretty cool and do attract users who come to Snapchat to use them, Snap is about to open up the technology for advertisers. According to a report published today, Snap will use an upgraded version of Lenses to recognize real world objects and then use AR to place the object over any backdrop. Consider it a smart version of the filters now available on Snapchat. To look at it another way, Snap is turning any backdrop into a billboard for advertisers, using animated AR to promote their product.
Despite the revenue generating capabilities of this new feature, testing has just started which means that you shouldn't expect to see this on Snapchat for some time to come. In fact, this is not listed on Snapchat's near term roadmap, but is being tested on a special version of the messaging app that only company employees get to use.
source: TheInformation (subscription req'd) via Engadget