Snap launches Studio to create augmented reality ads

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Oct. 19 (Reuters) – Snap Inc (SNAP.N) announced Tuesday that it is creating a studio to help brands create augmented reality advertisements and experiences for people’s view of the real world.

The owner of the photo messaging app Snapchat first became popular with young users for its early forms of augmented reality (AR), such as photo filters that could overlay a photo of a dog-eared person or add a dancing hot dog to a video.

Since then, Snap has focused its future on advancing technology, introducing AR-enabled glasses, and taking over startups that are developing technology that allows users to try on clothes virtually.

The new Arcadia studio will help brands create AR experiences not just for Snapchat, but any other social media app or website they want to post content on, said Jeff Miller, global head of creative strategy at Snap .

“The goal is to push the boundaries of what is possible in AR,” he said.

P&G Beauty, Verizon Communications Inc (VZ.N), and entertainment company WWE are Arcadia’s first customers, meaning the studio will handle all of the brands’ AR work and strategy, Snap said.

Arcadia, which will operate as a division of Snap, will also work with companies on a project basis or advise brands and advertising agencies in workshops, it said.

On Monday, Arcadia launched its first AR project with the Shake Shack fast food chain in one of their New York restaurants.

Visitors to the restaurant can open the Snapchat app and scan a code with which they can virtually try on Snap Shack clothing and buy items on their phone or watch a dancing cheeseburger, hot dog and fries in the restaurant.

Reporting by Sheila Dang in Dallas; Editing by Jan Harvey

Our Standards: The Thomson Reuters Trust Principles.


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