In spawning a new version of its unique ad formats, Snapchat is looking to capitalize on a major point of difference in advertisers’ minds. Snapchat is making one of its splashiest ad formats more attention-grabbing in an effort to grab more brand advertisers’ ad dollars. Snapchat will now let advertisers animate their Sponsored Filters that people can use as overlays atop the photos and videos they share on the mobile app, the company announced on Wednesday. Dunkin’ Donuts will be the first brand to run a Sponsored Animated Filter in a campaign that will launch on Thursday.
