Snapchat's custom lenses are getting advertisers to hand over the big bucks. The lenses, which change regularly, are a favorite with Millennials and teens, generating “a couple millions of uses” daily and up to tens of millions in views. For brands that means “the payoff can be huge.” Sources have reported that one-day sponsored lenses could cost up to $600,000, but that hasn’t stopped brands from coming on board. Since the first sponsored lens came out eight months ago, 14 brands, including Pixar, Starbucks, Urban Decay, and Las Vegas Convention and Visitors Authority, have run their own lens campaigns. (Adweek)
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