Snapchat has announced it will enable advertisers to create branded augmented-reality filters on the platform.

The instant messaging app, which denounced its social media status earlier this year, has enabled advertisers to upload existing assets and build filters from templates including AR face filters, location-based overlays, countdown timers and quiz generators.

Filters are overlays users can add after they take a snap but before they hit send.

Snapchat already offers sponsored spots on its pre-capture lenses, where the user can overlay a digital experience before they take the snap. 

The app claims these AR lenses are used six billion times a day.

In early uses of the filters in the US, the National Football League launched a sponsored AR filter featuring a countdown to Super Bowl LVIII with logos of the 49ers and the Chiefs.

The digital filters are aimed at brands of all sizes and do not require big budgets or production.

According to Snapchat, the app has 414 million daily active users and more than 800 million monthly active users.

David Sommer, the US head of verticals at Snap Inc, said: “This ad solution not only offers new ways to reach and engage Snapchatters through our camera, but also makes AR ads more accessible and easier to create for any business.”

The sponsored filters are available to advertisers globally.

This article was first published by Lucy Shelley for Campaign. Read the original article here.