Snapchat applies for Object Recognition Based Photo Filters Patent

The photo and video sharing app, Snapchat has applied for a patent with regard to a new augmented reality feature in the app. Targeted at advertisers, the patent application talks about merging sponsored filters within the app, which would recognize objects and overlay it with corresponding information.

The patent that was filed by Snapchat with US Patent and Trademark Office last year in January, but published only earlier this month defines the feature as an “object recognition based photo filter.” The patent application states, “Third party entities (e.g., merchants, restaurants, individual users, etc.) may, in one example embodiment, create photo filters for inclusion in the set presented for user selection based on recognition of an object satisfying criteria specified by the creator of the photo filter.”

The technology would identify items in users' pictures, and then offer them image overlays from brands related to these objects. It's the visual equivalent of buying advertising space based on keywords in Google searches — but instead of looking for textual data in searches like "headphones" or "shoes," it's looking for the objects themselves.

The feature, however, is not just for the advertisers, it would also allow users to add labels, drawings, and other artwork to images by providing a compelling way to personalize the photos and stories. These photo filters will be presented to users for selection and use with the images based on a recognized content of the photograph.

Snapchat, in the patent, cites the example of a user taking a picture of the Empire State Building. The app's object recognition would identify the landmark, and when the user swipes through the filters he/she might be offered an image overlay of King Kong, hanging off the top of the skyscraper swatting at planes.

Using object recognition for entertainment and for advertising serves a double purpose for Snapchat. One, it would take the augmented reality integration on the app to the next level and secondly it will attract a lot more attention from brands and advertisers to the app, eventually increasing Snapchat’s revenues.