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TikTok takes aim at Snapchat with AR ad format

TikTok takes aim at Snapchat with AR ad format

TikTok is preparing to offer an augmented reality (AR) ad format that would compete more directly with Snapchat lenses that are a key feature of photo-messaging app. The AR brand effect ad will let TikTok users create videos with visual effects from sponsors, Digiday reported, citing people familiar with the plans.

The AR effects will interact with the surrounding physical environment seen through a smartphone camera, giving brands a way to integrate their digital imagery in user-created videos. For example, a carmaker could have branded AR content that shows a vehicle racing along a kitchen table, or advertiser’s mascot could appear in videos, Digiday reported.