Connect with us

Marketing

Snapchat opens its advertising API to everyone

Published

on

Snapchat is going all in on automation.

More than a year after Snapchat’s parent company Snap officially launched its advertising API for approved developers to build software to programmatically buy ads on Snapchat, the company is opening up the automated ad-buying toolkit to all advertisers, agencies and third-party developers, Snap announced on Tuesday.

Through Snap’s Marketing API, companies can develop their own programs to buy and target Snapchat’s vertical video Snap Ads and Sponsored Filters. They can access the API — which is no different from the one previously only available to approved ad tech firms — and its corresponding documentation on Snap’s developers site.

“We’ve been listening closely to third-party developers as we transition Snapchat ad products onto our self-serve platform. Today we’re opening up our Marketing API to give every developer tools to build the Snapchat ad solutions that perform best for them and their customers,” said Snap’s director of revenue programs, James Borow, in an emailed statement.

For advertisers, the Marketing API removes the need to go through Snap’s direct sales team, pay for third-party software or manually place each ad buy using Snap’s self-serve ad-buying tool, Ad Manager. For agencies, it can reduce the reliance on outside vendors to manage clients’ Snapchat campaigns and increase their flexibility and control over those campaigns. And for developers, it can enable them to erect new ad-buying dashboards to serve more niche needs than what may be satisfied by larger, more general ad tech firms.

And for Snap, the Marketing API could further fuel its advertising revenue. Over the past year, the company’s ad revenue has grown in tandem with advertisers’ growing adoption of Snap’s programmatic tools to buy its ads. To that end, the recent loss of its global ad sales boss may not be such a hit to Snap’s business because of his focus on direct sales and the company’s growing emphasis on programmatic sales.

Last week, Snap said that 90 percent of the Snap Ads sold in the fourth quarter of 2017 were bought programmatically through its ad API or self-serve Ad Manager. The company is expected to double down on programmatic this year by making more of its premium ad formats available through its automated ad auction, Snap execs said during last week’s earnings call.

“The engine that drove the growth in the fourth quarter and will continue to drive our growth really is the auction platform. That’s really where things are heading,” Snap CFO Drew Vollero said last week.

All copyrights for this article are reserved to Marketing Land

Continue Reading
Advertisement
Comments

Digital

Manchester United unveils official global mobile app

Published

on

Manchester United has unveiled an official mobile app powered by its digital transformation partner, HCL.

The new app features exclusive content, including the United Now feed – which collates the latest news, polls, stats, videos and blogs about the club– and a live matchday experience, including line ups, up-to-the-second match updates, live blogging, player stats and score updates from rivals.

The app will also provide exclusive content and behind-the-scenes player access.

Manchester United’s group managing director, Richard Arnold said: “This app will allow our 659 million Manchester United followers to easily connect to the club they love, wherever they are in the world. Fans will now have the opportunity to follow all Manchester United matches through the app with up-to-the-second notifications and updates.

"The app was created by a dedicated project team from HCL Technologies and Manchester United, ensuring a truly collaborative approach to the project. The team not only built the new app and website, but also created an advanced underlying platform that will give the club the ability to adapt as new technologies emerge.”

HCL Technologies’ corporate vice president, Ashish Gupta said: “Our partnership with Manchester United has been one of continuous co-innovation. HCL’s digital experience platform has driven significant business transformation combining digital product strategy and technology innovation to deliver a compelling user experience. The Manchester United official app has received excellent reviews from a worldwide fan base with downloads in over 210 markets."

All copyrights for this article are reserved to their respective authors.

Continue Reading

Digital

The Drum presents: Tom Ollerton talks to Rachel Falconer, head of Goldsmiths Digital Studios

Published

on

Talking about the latest marketing technology in order to make sense of it for brands and agencies to apply it through his podcast 'Shiny New Object' is Tom Ollerton, AI consultant and the former innovation director at We Are Social. In this latest installment, Rachel Falconer, head of Goldsmiths Digital Studios offers her thoughts on the impact blockchain will have on the marketing industry.

Each episode of The Shiny New Object Podcast will be distributed in partnership with The Drum and can be followed by subscribing through the Apple podcast app (which also currently features the SheSays Says series) here on the website or follow The Drum's SoundCloud page.

Tom Ollerton is a consultant in the field of creative artificial intelligence. He helps brands use the speed and scale of AI to make their content and media budgets work harder. Tom runs a monthly meetup called ‘I’ll Be Back’ that studies the intersection of creativity, ads and AI. Each week he interviews an influential marketer about their favourite new marketing technology.

All copyrights for this article are reserved to their respective authors.

Continue Reading

Marketing

Sony Pictures Network unveils a digital campaign for the 18th Asian Games

Published

on

Sony Pictures Networks (SPN) India has unveiled the #KoiKasarNahi (No stone will be left unturned) campaign for the 18th Asian Games to be held in Indonesia.

As part of the campaign, SPN will be hosting a ‘Fan Flame’ on its microsite . Inspired by the Asian Games torch that burns in the cauldron for the duration of the Games, the virtual Fan Flame will have message of support that will be passed on to the participating Indian athletes.

To feature on the virtual Fan Flame, fans will need to use hashtag #KoiKasaNahi on social media platforms. SPN will broadcast live more than 300+ hours of the Asian Games in both Hindi and English.

It will also have a live studio show with panelists like wrestler Jagdish Kaliraman, hockey champions Sandeep Singh, Viren Rasquinha, and Jagbir Singh, tennis players Somdev Devvarman and Gaurav Natekar, badminton player Aparna Popat, and expert columnists Ayaz Memon and Boria Majumdar.

Rajesh Kaul, president, Sports and Distribution Business, Sony Pictures Networks India said: “At Sony Pictures Networks India we have always promoted a multi-sport culture and it doesn't get bigger than the 18th Asian Games.

"As our athletes compete across 36 sports and against sportspeople from 45 countries, we will bring fans and viewers the ultimate experience to enjoy the Asian Games. As patriotic fans, it’s our utmost duty to give our unrelenting support to our athletes just as they will give on this stage.”

All copyrights for this article are reserved to their respective authors.

Continue Reading

Trending

Copyright © 2017 Marketing Industry News