Snapchat Deep Linking + Lead Gen Ads Copy Facebook’s Ad Tech

von Sean Ogino |

Snapchat Deep Linking + Lead Gen Ads Copy Facebook’s Ad Tech

snapchat deep linking

Snapchat is testing two new ad tech features that take a page from Facebook’s playbook. Given the history of competition between the two social media juggernauts, which has heated up over the past year or so, this move isn’t surprising. However, marketers and advertisers should take note of how Snapchat deep linking and lead gen ads-the two new capabilities–will work and possibly help them.

If we examine Snapchat’s moves over the past few years, its efforts to make itself ad-friendly and shoppable are easily noticeable. In 2015, it teamed up with shopping search engine ShopStyle, which allowed bloggers to create styles for their followers to shop. In 2016, it offered third-party verification from companies like Oracle Data Cloud,Nielsen mobile Digital Ad Ratings and Google DoubleClick to add more measurement capabilities to the ads. But it seems that the multimedia mobile application is far away from putting its efforts in that direction in cold storage. At least, the recent tests made by it reflects that.

With the unofficial launch of Snapchat deep linking and lead gen ads, the company is implementing capabilities that Facebook started using in 2015.

Snapchat deep linking enables users to swipe up and tap a link, which will bring them to a specific place within another application, such as a playlist in a music app or a product page in an e-commerce app. Now, this means that advertisers will be enabled to run ads for a product they want to sell and users can “swipe up” to view and learn more about it. After tapping the screen, they will be directed to that product page.

For those who are not familiar with the concept of deep linking, the following example will illuminate it: A streaming music service may buy a Snap Ad where, after viewing a 10-second video, users are directed to swipe up. From the web-view page, they have the option to tap through to another app. If they don’t have the necessary app downloaded, they could be directed to a page where the app can be downloaded. Clearly, Snapchat deep linking going to be instrumental in giving marketers superior control over the messaging and communication of the ad once they get that initial conversion by enabling users to easily click to their own digital property.

The second new feature is lead gen ads, also known as web auto-fill. These enable viewers to fill out lead-generation forms with one tap on the screen after seeing an ad, and, to protect their privacy, they are asked if want to use the feature every single time it’s utilized. The ad can extract any user information, like name, phone number, email address and birthday. In short, it’s a way of sparing them from repeatedly entering their details on smartphones. This is very significant move considering how agonizing it is to put all your details by typing through the small keypad of the small screen. It will undoubtedly speed up the overall purchase process.

These lead gen ads are a very interesting move in that it could very well be used by a significant portion of B2B companies–provided, of course, that their prospects are on Snapchat. While plenty of B2C marketers use lead gen tactics and forms for a variety of reasons, this shows how Snapchat is trying to branch out to new types of advertisers.

Why are Snapchat deep linking and lead gen ads being tested?

Monetization: Of course, a huge reason for the implementation of new ad technologies is the aim to stand shoulder to shoulder with Facebook and Instagram, who are the current hot favorites of advertisers. The much more evolved functionality and gigantic user base of Facebook and Instagram are the prime reasons for that.

The move appears even more logical when we look at the scenario where about 30% of all online sales in Southeast Asia in 2016 occurred via social networks. And some 80% of shoppers in Southeast Asia used social media to research items and contact sellers. Data from Sumo Heavy puts that that figure in America is at 18.2%, an increase of 8.3% in the past six months. Snapchat is wise enough to understand the growing potential of social commerce…and rightly so, it wants a sizable chunk of a share of it.

Snapchat’s Own Ad Related Miseries: Apart from the monetization, this move also has to do a lot with the Snapchat’s fight with its own demons. Though it has a huge user base of millennials and Gen Z, along with its meteoric rise over the last couple of years, its interface has always been a point of concern for marketers. They have always found it a platform that is hard to sell from.

To begin with, the first issue that markers have with Snapchat is that it’s very difficult to get rapt and undiluted attention on ephemeral brand stories, which vanish after 24 hours. And that’s why to keep up the content feed up, marketers have to use their own resources all the time…and that’s like involving the inventory!

Another issue is that Snapchat’s way of advertising is better suited for brand promotion and creating a buzz about products. For big brands with larger ad budgets, this might work. But relatively smaller companies view ads as a tool that directly lead to sales.

Plus, a Snapchat ad is a costly affair. As per one agency source, campaigns run between six and seven figures, and another said a sponsored lens can run between $350,000 to $700,000 a day. (Nevertheless, there are some kinds of ads you can purchase for under $50,000.) Besides, Snapchat ads need specific filters due to their vertical video or platform nature. It forces agencies to make ads specifically for those filters- and that costs extra money.

Mike Dossett, manager of digital strategy at agency RPA, has accurately put the finger on this pain point when he said, “Their standard video inventory requires new production because it’s vertical, and there’s a 10-second limitation. That makes it challenging to plug and play.”

Naturally, with such a wounded revenue leg, Snapchat cannot run in the race of its planned $25 billion initial public offering. It has to shore up its monetization strategy and position it as a potential growth generator if it has to attract investors to purchase its stock. And through updates like Snapchat deep linking and web auto-fill, the business is trying to keep no stone unturned in the pursuit of profitability.

Note: We always keep a close watch on each and every happening in the social media world. In this blog also we have discussed Facebook’s product tags and Messenger Stories. Here, you will know everything about Facebook’s launch of Marketplace. To know which new targeting tools Snapchat has added in its arsenal, have a glance at this blog. Similarly, to get acquainted with the recent Instagram updates, this blog is a must read.

Facebook New Camera Is Another Snapchat Ripoff

After cloning Snapchat’s Stories in the form of Instagram Stories, it looks like Facebook is all set to steal one more feature from its constantly growing rival. The recent development is suggesting that Facebook is testing Snapchat-like camera filters in its main app, in a feature it’s calling Facebook New Camera.

Facebook New Camera: How It Works

These Facebook filters will also include Prisma-esque fine art-themed filters along with Snapchat features such as selfie masks, overlaid graphics, and geofilters. First, we will see how this will operate and look before we discuss the hidden intentions behind this act of Facebook. Facebook New Camera will be easily available from your mobile News Feed, with a camera icon in the top left, or you’ll be able to swipe right.

facebook new camera 1
Once Facebook New Camera gets activated, a full-screen will appear with options available along the bottom of the screen. You can simply swipe down to see the different filters Facebook has created, or tap the creative tool buttons to add more effects. Through these effects, you can stick pieces of clothing and accessories on to your photos, you can use geofilters that show stylized graphics describing where you are, or you can make your footage look like a piece of an art.

facebook new camera 2
Once you are done editing your image with Facebook New Camera, you can then post it to your News Feed as normal, or share it via a new direct private messaging feature. The thought behind making it sharable via private message is propelled by the fact that some of those photos may be too funky and unconventional to fit in the News Feed where your family and coworkers might see it. Also, it’s a pretty blatant copy of Snapchat’s formula.

Facebook has tried to do this previously also where it allowed the creation of groups in which people may share what they want to a particular community. But this simple, convenient feature where you pick who you want to share with each time could finally set a smart way to share privately. It’s like creating a strong and personalized outlet for micro-sharing.

facebook new camera 3
Facebook New Camera’s direct message capability is also Snapchat-esque in its ephemeral nature.  When you send an image or video to someone through direct message, he will get a notification and see an alert jewel overlaid on the new direct inbox in the top right corner of the News Feed, similar to Instagram’s own direct messaging product. Each image will be viewed once, and then once more within 24 hours using a “replay”. If someone fails to respond and goes 24 hours without creating any communication, the conversation perishes, similar to Snapchat’s direct messaging feature.

It’s not that Facebook is just doing the copy-paste job with this feature. It is putting its own flavor of innovation for which it is revered by everyone who knows what social media is. As stated in this report, this feature will be strengthened by reactive filters, which cover the screen in leaves you can wave around with your arms, or cool little line patterns you can disrupt with your movements. All these changes will be made possible due to facebook’s March 2016 acquisition of MSQRD, a face-swapping and filtering app that had been exploding in popularity.

Facebook New Camera: Why Another Snapchat Copy, and Why Now?

Naturally, the next question that arises is why the social media giant is doing this. The main reason is Facebook wants a gradual transformation of the News Feed into a home for videos that encourage creative self-expression. But there have been talks of the undercurrent of existential threat that Snapchat might pose to Facebook. And this fear is fed by some cold and cruel statistics.

Facebook has seen a significant decline in personal sharing on the platform. Various reports have indicated that sharing of personal posts – like people’s own thoughts and photos – fell 21% between 2014 and 2015. Sharing of news articles and other links saw a substantial increase. This increase in news has made Facebook information rich, but deprived it of the kinds of photos and videos that keep users engaged with each other…and ad revenue is not even a mere possibility when engagement in on the declining side. It’s important to note here that that was the same time when Snapchat saw its most significant rise, with 10 billion daily video views and more daily active users than Twitter. It was a clear cut sign of the fact that much of the personal information sharing activity was moving across the ephemeral content app. To channelize its ad targeting, Facebook was in a dire need of one such app on its platform which will enable people to share more often.

Consequently, Facebook New Camera, Instagram Stories, and other efforts are attempts to achieve two things at once: Firstly, by giving an outlet to share silly and less important things in the form of personal and ephemeral way, Facebook is trying to avoid its already existing users from moving to Snapchat. Secondly, by creating a better version of the Snapchat app, it is also trying to attract Snapchat users to do the same thing that they have been doing on Snpachat.

Zum Schluss... Indeed, it’s an attempt to rip apart Snapchat.  Facebook reportedly tried to buy it for at least $3 billion in 2013 and now it is rumored to be headed toward a $4 billion IPO in March.  No one will be surprised if Facebook directs its efforts towards the same direction. The success that it has had with Instagram Stories proves that such things do work!

Note: We always keep a close watch on each and every happening in the social media world. In this blog also we have discussed Facebook’s recent updates for marketers, including product tags.Here, you can find out everything about Facebook’s launch of Marketplace. To know which new targeting tools Snapchat has added in its arsenal, have a glance at this blog.  Similarly, to get acquainted with recent Instagram updates, this blog is a must read.

Snapchat Fashion Marketing: Fendi Gives More Life To Snapchat Stories

Snapchat Fashion Marketing

Whether it’s the use of drones to show its catwalk fashions or having its models walk on water to mark its 90-year anniversary, Fendi, the Italian high fashion brand, always knows how to market itself differently.  Currently, the fashion house is subverting things by taking content from Snapchat–which is famous for disappearing within 24 hours–and giving it a longer life. This Snapchat fashion marketing campaign is using Fendi’s website as a content hub for users to explore and be inspired.

Fendi’s Snapchat fashion marketing endeavor is called its “Snapchat Tour.” The brand is recording all the big events associated with it through the prism of influencers’ eyes. Fendi is such a huge brand that its events happen in many cities all across the globe. In each city, the brand has used influencer takeovers to let popular Snapchatters become the voice of the account. For example, it asked South Korean blogger Irene Kim to document its Peekaboo Auction in Seoul, South Korea in November 2015. There are other events too- the opening of Fendi’s Roman Palazzo, fashion shows, its 90th anniversary, and advertising shoots are a few to name.

Instead of giving a life of 24 hours to all these photos and events, Fendi wants to enhance the reach of that content to more and more people by giving it permanence. This Snapchat fashion marketing campaign then compiles all of its Snapchat Tour stories in one place. With the help of a digital map, consumers can explore all the main events via its website.

Fendi Snapchat

As you can see in the image, the hub will play the content vertically along with the countdown in the upper right-hand corner. To go to the next piece of content, the user just has to click on the video box. Of course, the need to differentiate its social presence is only one of the key reasons why Fendi is doing Snapchat fashion marketing campaign.

It’s not a secret that there is a tremendous curiosity in the minds of ordinary customers about the behind-the-scenes of any popular and influential fashion show. With documentation by expert influencers, users have a chance to peep into the internal and intimate environment of fashion shows which is often hidden from customers’ eyes. Naturally, this assures a higher level of engagement.

The second, and perhaps the most important reason for Fendi’s style of Snapchat fashion marketing is the acknowledgment of the power of user- generated content and influencer-generated content. In the past, Fendi experienced how much impact influencer testimonials had on its sales. This sort of a content is too valuable to be alive only for 24 hours. Moreover, there are all the chances that people might miss the snap due to its short digital life. Thus, there has to be some alternative way where people can see those beautiful and influential stories. This Snapchat Tour is that alternative.

Zum Schluss... Every marketer is using a variety of social media platforms to be in front of consumers’ eyes all the time. But that’s hardly a trend now…it’s a need. But from now on what is going to matter is how you use it. How are you going to customize it to suit your marketing requirements? I think Fendi has answered this question by challenging the basic ephemeral nature of Snapchat Stories.

Indeed, Snapchat, which is going through lots of changes, is an exciting platform to follow and analyze. We recently discussed how they’re developing a more personalized form of Snapchat Stories. Don’t forget to read this blog either to know which new ad targeting tools it is going to use in the future.  

Snapchat’s Story Playlist Caters to Personalized Experiences

Snapchat's Story Playlist

A social media platform, in essence, is a digital hangout place where people want to express themselves and see what is happening in the lives of their friends. But they want to do it as per their will, wish, and comfort. They need the freedom of not viewing updates from the friends that they don’t wish to see. That’s where Snapchat’s Story Playlist comes in.

Snapchat’s Auto Advance feature, introduced in an update earlier this year, automatically played every story in the user’s feed in a reverse chronological order. It automatically directed the user to the next story available. Naturally, it irritated users as they could not avoid seeing the stories of all friends before being brought back to the Stories page. Manually backing out of the Story menu was the only solution.

Thus, Snapchat users have been eagerly awaiting the demise of this blatantly frustrating feature. This blog post circulated by the app’s team says that it is replacing Auto Advance feature with Snapchat’s Story Playlist — a feature through which users can create a list of friends’ stories and they can watch that list back-to-back by hitting the play button at the bottom.

Understanding The Changes That Snapchat’s Story Playlist Will Bring:

There are two main changes that will stem from the advent of Snapchat’s Story Playlist. The first change is that the individual stories of people will now appear at the top of the Stories tab, and Discover publishers’ channels and Live Stories will be placed below it.

snapchat story playlists
Note the new format, and users’ ability to check the stories they’d like to watch.

 

The second change deals with the functionality. Until now, due to the Auto Advance feature, people were not able to automatically return to the Recent Updates feed to choose what they wanted to see next.  Now, after viewing someone’s Story, they’ll be returned to the Recent Updates feed.

The new update has enabled users to add individual stories of their friends to Snapchat’s Story Playlist. To do that, you just have to tap the story thumbnail to the left of their name. Once you are done with the selection of friends, you have to hit the purple play button that will pop up at the bottom of the screen. After that, Snapchat will automatically transport you from one Story to the next.  But note that if you wish to see stories from the same 10 friends every day, you’ll have to build the list manually each time.

 

Recent Updates feed
Users can check the Stories they’d like to view, then press the large play button at the bottom to watch them in a playlist format. Here it is in action.

So, in essence, it will make Snapchat something like video-on-demand service. Pick out exactly the Stories you want to watch, add them to a Story Playlist and watch them and only them.

Why is Snapchat’s Story Playlist coming out now?

It’s not a change made in haste. Snapchat is trying to achieve some concrete goals by coming up with this change.

A) To Counter The Threat Of Instagram:

Instagram’s Story section is a clone of Snapchat’s Stories. Even Instagram has admitted it. But Instagram did it in such a way that it accumulated 100 million daily users. The Facebook-owned company made the feature unmissable by planting it at the top center of its main feed, instead of hiding it in a separate tab. Due to this, people started to believe that Instagram cares more about its user’s friends than Snapachat as Snapchat’s Discover channels were at the top. Certainly, it could have hampered Snapchat’s growth prospects. Hence, Snapchat also decided to follow Instagram.

Clearly, it’s a demotion of publishers’ Discover content. But the rationale behind it rings resoundingly true as Discover already has its own page in Snapchat. And thus, it eliminates the need to cross-promote it. Similarly, though Discover is effective, it’s a common sense that Snapchat is not Twitter where most of the people are interested in following celebrities. People come on Snapchat to interact with the people that they know. It clarifies Snapchat’s intent to give more prominence to the connected people of its users’ accounts. It’s very much like Facebook’s recent News Feed change that ranks “friends first” above publishers.

B) Monetization:

Either directly or indirectly, the ulterior motive of any functional change in the field of social media is monetization. The story of Snapchat’s Story Playlist is no different.

One has to understand that Snapchat will make intelligent and better use of ads in this whole ecosystem of Story Playlist. The mid- roll ads, which Snapchat used to insert between auto-advance Stories, will now appear mixed into Story Playlists you watch.  Besides, there is a new ad placement. Even if you watch only a single story, post-roll Snap Ads may appear at the end of that story. And you might also see an ad when you finish watching a Story Playlist. Therefore, Snapchat will earn money no matter how you watch Stories, either singularly or in bulk.

Moreover, it has been observed that people are spending more time on watching Story Playlists than before. Accordingly, if this Story Playlist makes people spend more time on Snapchat, it automatically means the possibility of ads getting more viewings by more people. Also, there is always a possibility to monetize this feature by allowing Sponsored Stories or Promoted Stories as brands could pay to have their Stories in people’s feeds.

This monetization effort is particularly important at this point in time, as Snapchat is planning an IPO as soon as March at a $25 billion or higher valuation. That’s why it needs something substantial to create a perception that it has enough modes of revenue generation. If everything goes well, it would be the biggest one in the U.S. since 2014, when the Chinese e-commerce giant Alibaba raised $25 billion through a public listing. Snapchat just can’t let this opportunity slip through its fingers!

Key Takeaways:

1- Never force people to do what you want to do. Instead, try to help them in accomplishing what they want to do on social media platforms. Otherwise, like Snapchat’s Auto Advance feature, you will have to remove it sooner or later.

2- Keep a close eye on your competitors. Analyze what they are doing and how it can threaten your position in the market and try to come up with a solution to lessen that threat.

3- Think about better ways of monetization every time you bring some new feature or modifications in the existing feature.

Note: We always keep a close watch on each and every happening in the social media world. We just discussed Facebook’s recent marketing updates, including the ability to tag products and create Snapchat-esque Stories in Messenger. We also covered everything you need to know about Facebook’s launch of Marketplace.

To know which new ad targeting tools Snapchat has added in its arsenal, have a glance at this blogSimilarly, to get acquainted with the latest Instagram updates, this blog is a must read.

Snapchat’s New Ad Tools Copy Facebook’s Playbook

snapchat's new ad tools

Not long ago Evan Spiegel, co-founder and CEO of Snapchat, famously said that he doesn’t want for the network to “creepily” target users. But it looks like reality has dawned upon him. And that reality is to monetize any social media or digital platform, targeting audiences on the basis of behavior is a necessity. Of course, he was right in the sense that random and unwanted ads play a huge role in repelling user bases, but there are always ways to it in a better way. And a social sharing platform like Snapchat, which has an immense user base of 100 million active daily users with a 10 billion daily video views, shouldn’t make the mistake of missing out on such a huge opportunity of revenue generation. That’s why Snapchat’s new ad tools are exciting for both marketers and the Los Angeles-based company. Here’s a look at its three new targeted formats.

A) Snapchat’s New Ad Tools: Snap Audience Match

This product of Snapchat will enable marketers to take existing lists of email addresses and mobile device IDs and anonymously match that data with Snapchat’s own set of consumer data to enhance ad targeting. But care will be taken that while executing these ad campaigns, it will not disclose any personal data beyond what marketers already have. Besides, consumers will have the option to opt out of the Audience Match product, but until then will have to tolerate any unwanted ad attention.

snapchat's new ad tools

But the truth is that Snapchat is not rolling out anything new here. The company is following the ad-targeting playbook popularized by, if not written by, Facebook and already adopted by other major ad-supported digital platforms like Google, Twitter, Pinterest and LinkedIn. It’s a clear cut attempt to compete with the Facebook’s dominance on the social web.

B) Snapchat’s New Ad Tools: Snapchat Lifestyle Categories

It’s just not enough to target customers based on their age, gender or geographical location, if only because people who belong to the same age or gender group may have different interests. The core of targeted advertisement is to target the interest and that’s what Snapchat Lifestyle Categories will do. With this tool, advertisers will be able to target people based on the types of videos they watch, like gaming or beauty.

C) Snapchat’s New Ad Tools: Snapchat Lookalike

Using the same process as Snap Audience Match, once you’ve uploaded your audience data, Snapchat will be able to use those matched users as templates and create a similar audience based on related characteristics and behaviors. This should prove an easy entry point for first-time Snapchat marketers to see how Snapchat users act and, ideally, compare that to the behavior of audiences on other targeted channels.

Again, it’s no different than the Facebook namesake. It works as per the lookalike algorithm that differentiates and picks the consumers based on certain similarities and characteristics of existing audience

Zum Schluss...

It’s quite clear that Snapchat is sharpening the sword of their targeted ad efforts. Snapchat’s new ad tools will make the focus as narrow as possible to make sure that the right advertising is reaching out to the right customers. Regardless of how good an ad’s content is, if it’s irrelevant to the customers it’s essentially useless. It will be interesting to see if this new shift, at least for Snapchat, will answer the growing pain points of platform monetization.

Tip: Social media login for websites reduces cart abandonment by up to 26%

For more ideas on how to boost sales, recognition, and engagement with visual social content, take a look at our guides, “Sell Experiences, Not Clothes: Visual Commerce and the Fashion Industry,” “The New Wave of User Generated Content: 7 Concepts for 2017 and Beyond,” “A Picture’s Worth 1,000 Words: A Visual Commerce Best Practices eBook,” and “Visual Commerce Permissions: Vital Best Practices for Using User Generated Content!

The New Instagram Stories Feature and What It Means For Your Brand

instagram stories

Instagram just announced the launch of Instagram Stories, a new format of photo and video sharing in which content disappears after 24 hours.

Does this sound familiar? Well, it should, given that this feature bears a lot of resemblance to Snapchat–the trailblazer in disappearing content–and its Story function. Even The New York Times is noting the similarities, and Instagram CEO Kevin Systrom isn’t disagreeing. Earlier today, he told Techcrunch that Snapchat “deserve[s] all the credit.”

That said, let’s leave aside discussions of authorship and innovations and get back to basics.

How do Instagram Stories work?

Instagram Stories appear at the top of users’ feeds. Instagrammers can tap icons to see photos and videos that’ve been shared within the past 24 hours by users they follow.

Users sharing Instagram Stories content can use emoji stickers or draw on their images. Videos are currently limited to 10 seconds, which is a curious move considering that Instagram’s pattern as of late has been to lengthen video times for both ads and regular content.

The left image shows how Instagram Stories now appear in users' feeds. The center and right images demonstrate how you can edit your photos.
The left image shows how Instagram Stories now appear in users’ feeds. The center and right images demonstrate how you can edit your photos.

 

Instagram Stories come with enhanced privacy settings for users. Instagrammers can hide their stories from anyone, even followers. They can also highlight parts of their stories by posting them on their profiles.

instagram stories 2
Users can see who’s viewed their photos and videos.

 

What do Instagram Stories mean for brands?

As of now, Instagram hasn’t commented on the possibilities that Stories hold for marketers. That doesn’t mean they’re nonexistent, though, as Stories are yet another avenue to connect with your audience. While their popularity is yet to be determined, marketers are in luck when it comes to tackling this new medium.

Why? Well, if you’re successful on Snapchat, you have a very good foundation for Instagram Stories. While you’ll need to learn how your Instagram audience differs from your Snapchat audience, you can look to your current Snapchat strategy to inform your work.

If your business has a strong Instagram following but hasn’t done as well on Snapchat–or hasn’t tried it–this is an exciting opportunity to discover more about your audience. You’ll learn what works (and what doesn’t) for your followers, giving you more insight into your other marketing efforts.

Here are some content ideas to try:

  • Behind the scenes content
  • Teasers of new products or campaigns
  • Live content from events
  • Individualized feedback to specific users

Beyond this, Instagram Stories could be marketers’ chance to beat Instagram’s relatively new, controversial algorithm. It’s unclear if Stories will be displayed in chronological order or in accordance with Instagram’s relatively new, Facebook-like algorithm. Either way, Stories give you another chance to get your followers’ attention.

Snapchat Patent: Serving Ads Based on Object Recognition

snapchat patent

Details have emerged about a Snapchat patent that would serve users sponsored filters, advertisements, and coupons based on the photos and videos they take.

While the patent was first filed in January of 2015, the United States Patent and Trademark office released the documentation last week.

The Snapchat patent application offers the example of a user taking a picture of the Empire State Building:

“For example, if the user takes a photograph and an object in the photograph is recognized as the Empire State Building, photo filters associated with the Empire State Building may be provided to the user for use with the photograph. In this example, a picture of the Empire State Building may use a King Kong filter that would place the giant ape on the Empire State Building in the photograph at different perspectives. Therefore, a picture of the south face of the Empire State Building might see King Kong’s back, while a picture from the north face might see King Kong’s face looking at you.

In this example, provision of the King Kong filter may also be constrained by a geo-fence (e.g., geographic boundary) around the area in New York including the Empire State Building. Of course, further Empire State Building-themed photo filters may also be presented to the user. The presentation of the photo filters to the user may be in response to the user performing a gesture (e.g. a swipe operation) on a screen of the mobile device.”

The patent contains illustrations of the proposed technology.
The patent contains illustrations of the proposed technology.

The filing goes on to note that the same technology could be applied to videos. It envisions a bidding system in which different advertisers would pay to have certain objects associated with their content.

Aside from the sponsored filter angle, the Snapchat patent also notes that the same technology could be used to offer coupons, restaurant menus, and more.

An example coupon offering.
An example coupon offering.

Business Insider has an easy-to-read version of the Snapchat patent application in full. The Verge reminds us that this is, as far as we know, only a patent application, but it’s still amazing to consider all the possibilities that image recognition technology offers.

Where did all the teens go? A look at teen trends in social commerce | Annex Cloud Blog

social commerce

Teens are jumping the Facebook ship, but where are they going? Facebook confirmed the rumors that they are indeed losing the teen demographic. The new generation of teens are no strangers to the social network; their social footprint began before they were even born with parents posting baby announcements and baby photos shortly thereafter. It’s … Weiterlesen

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