To keep up with competitors, Snapchat has just made several updates to its branded lenses and geofilters. Firstly, Snapchat is now selling Sponsored Lenses that can be targeted to specific audiences with a guaranteed number of impressions. Previously, advertisers couldn’t really target Sponsored Lens campaigns, but can now pinpoint their lens to particular audience segments based on age, gender and Snap Lifestyle Categories. Additionally, the World Lenses update lets brands augment people’s surroundings in the outward-facing camera by adding 2-D or 3-D objects of their choice (see video below). Brands can buy World Lenses as an add-on to a standard, selfie-centric Sponsored Lens campaign. A further update allows brands to add locations or other real-time information to their nationwide geofilters, including names of cities and colleges. Currently, Sponsored World Lenses is available everywhere, but targeting of Sponsored Lenses is only available in the US.