All of the kids are using Snapchat these days, and marketers are about to follow suit in a big way. Snapchat?s new application-programming interface will allow key partners to develop more complex capabilities for advertisers such as direct-response, programmatic user targeting and analytics. Now is the time for marketers to incorporate Snapchat into their digital strategies.
Whether they realize it or not, this new capability from Snapchat is just another example of why every brand needs to operate from a mobile-first perspective. Big-name social media companies that host advertising platforms have been quick to incorporate mobile formats?think Facebook Canvas and Twitter Moments?so Snapchat?s move was as expected.

With 64 percent of Americans owning smartphones and 46 percent claiming that they can?t live without their mobile devices, it?s increasingly likely that your ad impressions land on mobile. No matter what platform you?re building for, whether it?s social or native opportunities, the first question you need to ask is, ?How does this look on a phone"? Engaging the mobile audience
Mobile is shaping the future of marketing. From Dunkin? Donuts to Honda to AT&T to Clinique, many brands have already taken the leap to developing custom vertical video units. Target recently executed its latest designer product launch beautifully with Facebook?s Canvas unit.

What makes these campaigns so remarkable" They deliver a mobile experience tailored to the en...