Snapchat now lets advertisers sell products directly through Lenses

This week Snapchat is rolling out Shoppable AR, a new feature that makes it even easier for advertisers to sell goods through sponsored lenses. The new offering builds on top of the Sponsored Lenses the service rolled out in late-2015, which let advertisers create branded filters, bringing product placements to selfies.

Now companies can essentially close that shopping loop, while keeping users inside the Snapchat experience. Shoppable AR makes it possible to add a button directly to a Lens, which users can tap on to visit a website where they can learn more about or — more to the point — just buy the product. Other options include a link to install an app or a “long form” video like a trailer. All of that happens directly inside the app. 

The feature is rolling out…

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