3D World Lenses are active through the outward facing camera and can be placed on pretty much any surface. You can resize it, move it around and even walk around it once it's in place. Snap says that its dancing hot dog was viewed over 2 billion times on Snapchat and that its Lens popularity has an impact on advertising with ad campaigns using them resulting in increased ad and brand awareness.
Snapchat introduced the ability to add 3D objects into an image in April and 3D Bitmoji followed earlier this month. Today's announcement brings these AR capabilities to advertisers who can offer them nationally, targeted by age, gender or interest or via a swipe-up attachment to a regular ad. And with users snapping over three billion times a day, snap-based advertisements stand to be seen quite a lot.