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Snap opens up marketing API to appeal to broader set of advertisers

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Snapchat is opening up its marketing API to all brands, agencies and tech platforms – meaning any company big or small will be able to use Snap's tech to either automate their ad efforts or build and sell tools for brand use.

Advertisers themselves have been able to access the app's self-serve buying tools since last year. However, the latest announcement from Snapchat means that privileges previously only reserved for a handful of tech partners – like the ability for brands to integrate external data sets to better target audiences or the chance for retailers to automatically optimise or suppress ads for products based on current stock – will be democratised.

The move from Snap follows a strong revenue performance and user increases in its recent Q4 results filing, both of which its leadership put down to its adtech investments and increased traction with both large and small advertisers.

Snap boss Evan Spiegel said in its first annual earnings call this week that over 90% of ad on Snap were bought programmatically during Q4, with Snap's director of revenue programs James Borow today saying it had been "listening closely" to third-party developers.

He said that the marketing API will "give every developer tools to build the Snapchat ad solutions that perform best for them and their customers," hinting that Snap hopes the rollout will go some way in attracting new advertisers to the platform amid growing competition from Instagram and others.

The move from Snap comes just one day after it was reported that the Venice Beach-based firm's head of sales, Jeff Lucas (who was tasked with leading its ad sales arm during the rollout of its programmatic ad system) has departed. Snap hasn't commented publicly on any plans to replace him.

Snaphat, which now has over 187 million users worldwide, has had a rollercoaster of a year. It's been almost 12 months since its parent firm's IPO and since then it's experienced intense rivalry from Instagram, staff cuts, shiny new AR products for brands and a controversial new redesign.

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Marketing Day: Blockchain myths, digital billboards & Belgian court fines Facebook

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

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Bold kids looking for adventure are featured in new campaign for Universal Parks & Resorts

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The kids featured in the new ‘Grow Bolder’ campaign for Universal Parks & Resorts are ready to take off the training wheels and go on adventures.

The national brand campaign for Universal Orlando Resort and Universal Studios Hollywood showcases Universal theme parks as destinations for kids who are ready to take the next step and up their vacation quotients.

Created in partnership between Universal Parks & Resorts and David&Goliath, the campaign features a cinematic, black and white spot featuring kids who are empowered and eager to stand on their own, speak for themselves and boldly take on the respective parks.

We see a young wizard in Harry Potter’s world ready to wave a wand, plus a kid who isn’t afraid to venture in with the dinosaurs of Jurassic Park, or wield a ray gun with Minions, go face to face with King Kong or save the planet with Transformers.

“This campaign captures the essence of what we offer our guests every day,” said Alice Norsworthy, executive vice president and chief marketing officer for Universal Parks & Resorts. “Our theme parks offer the kind of vacation experiences that allow families to vacation together and to grow together.”

Added David Angelo, founder and chairman of David&Goliath: “Now more than ever kids are growing up fast, and we wanted to be a part of that growth. But instead of telling kids ‘you don’t have to grow up,’ we let them speak for themselves. We see fearless kids boldly challenging themselves in the most cinematic way. And we show that what you experience at Universal Parks is more than a day of smiles, it’s a chance to truly grow in ways beyond what you imagined.”

Throughout the campaign, Universal Parks & Resorts and David&Goliath will introduce new initiatives and creative on all platforms from social to digital to ambient, all amplifying the brand’s ‘Grow Bolder’ message to kids and families around the world.

The spot airs during the last week of the Winter Olympics on NBC and its affiliates.

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Cristiano Ronaldo refuses to part with his suitcase in spot for American Tourister

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Real Madrid's Cristiano Ronaldo is starring in a spot for luggage brand American Tourister in which he causes quite a stir at an airport for refusing to separate from his suitcase.

Created by TBWA\Spain, which has been tapped by American Tourister to lead the brand's global campaign efforts this year, the spot encourages travelers to ‘Bring Back More’ from their trips. According to the agency, Ronaldo personifies this tagline since he “brings back more memories, experiences and memorabilia from every trip.”

Directed by Augusto de Fraga, the spot features Ronaldo strolling through an airport with a bright yellow bag. When an airline attendant asks him for his luggage at the check-in counter, he smiles and shakes his head before jumping onto the conveyer belt alongside his suitcase. He then proceeds to stay with his bag throughout his entire journey – even during the flight and all the way to the baggage carousel – as fans gawk and snap pictures.

Video of Cristiano Ronaldo – American Tourister TVC

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On social, American Tourister is asking fans to guess what’s in Ronaldo’s bag by posting a photo of their best guess along with the hashtags #BringBackMore and #AmericanTourister. Those who submit ideas will have the chance to win a trip to Russia for two or some of American Tourister’s products.

According to TBWA\Spain, the brand will be releasing different activations with the football legend in the upcoming months.

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