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Snap’s marketing API opens to brands and agencies in APAC

Youth-oriented social messaging app Snapchat is to allow all brands to buy advertising space programmatically on its platform after opening its marketing API.

The social platform’s parent company Snap Inc. confirmed to Mumbrella that the API will be rolled out globally, meaning any marketers and agencies based in Asia-Pacific will be able to use its tech to automate their ad buying – a tool previously only available to selected vendors.

In addition, agencies will also be able to build and sell their own tools for brand use on Snapchat.

“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  James Borow, Snap’s director of revenue programs.

However, it remains uncertain how big brands’ uptake towards the technology will be in this market.

Although Snapchat’s growth appeared to be on the rise in 2016,  with Kantar citing Singapore and Hong Kong as being more popular markets, the photo-messaging apps has been largely overshadowed by Instagram’s copycat ‘Moments’ platform.

In Japan, Snapchat is not even in the top 100 social messaging apps.

Snapchat has also lost ground in Asia to Snow, a South Korean clone that is popular particularly China, where Snapchat is banned by the ‘Great Firewall’.

It was only last year that Snapchat opened its advertising platform to Asian brands, a move that some called a little too late. 

Writing on Mumbrella last year, Khyathi Nirmal Kumar argued that the company had treated Asia ‘as an afterthought for far too long’. 

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