Brands Can Now Sponsor Snapchat Filters With Animated Messages

Dunkin' Donuts buys motion ads


Just when you thought your selfies were safe from advertisements, along comes another sponsored ad format.

Earlier this month, Snapchat began rolling out animated filters (like a twinkling wreath of holiday lights) that move across the screen when users take a photo or video. Now, the platform is opening up animated filters for advertisers that enable users to snap and share moving graphics.

Dunkin’ Donuts is the first advertiser to buy a so-called sponsored animated filter to celebrate the winter solstice tomorrow—the darkest day of the year.

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