There’s no doubt that Snapchat is one of the apps with the most impressive growth, so it’s just a matter of time until they will try the online advertising market. Actually, it’s going to happen sooner than we can think, as according to CNBC, citing a report from Adweek, Snapchat’s first advertising API is in the works!
Snapchat’s market value could get even bigger!
The social network has invited eight advertising sales and 15 creative agency partners to test their new API as soon as it will be ready. As for users, their overall experience won’t be changed that much, except the fact that they will start seeing ads between their friends’ stories.
Currently, all of Snapchat’s ads are developed in-house, but when the API will be open, third-party advertisers will be able to make their own and deliver them through the social network, using programmatic placement, a feature that’s been recently implemented by LinkedIn as well.
“Instead of having to go first like Instagram and Facebook did, they really got to sit and wait it out,” saod Reema Mitra, group director of social for agency Hige. “They got the luxury of learning from other people’s mistakes. This waiting game has always worked for them.”
This will be huge for brands
Snapchat is used by more than 100 million people daily, most of them under 35. With their upcoming API, ads will be sold to firms who will use their proprietary targeting formulas, making sure that their messages reach just the people they want.
“Snapchat is really a compelling mobile platform,” said Laura O’Shaughnessy, CEO of Social Code, one of the network’s ad sales partners. “It’s incredibly engaged by millennials and Generation Z. It’s a better place to connect with them, and serve them awesome, relevant ads. It’s humongous for brands.”