The new Snapchat patent describes technology that will use image recognition to match ads, coupons and filters specific to the objects in a photo. The patent filing used the example of the Empire State Building as the object recognized in the photo and then a suggested filter is a King Kong filter and title.
Snapchat already offers geotags that can be created for free by users, although brands have to pay for advertisement filters. Advertisers would be able to create sponsored filters based on object recognition. There is the potential for an automated auction system that would let companies compete to buy the advertising rights for certain objects for filters. If the patent is approved, it would further a brand's ability to connect to Millennial and Gen Z consumers through social media. The object recognition filters would also be interesting to Snapchat users, since they wouldn't be limited by location.