- Snapchat used Advertising Week NY 2025 to spotlight Sponsored Snaps, ads embedded directly into user chats.
- The company unveiled new research with MAGNA Media Trials, showing 86% of users are open to branded chat messages.
- Sponsored Snaps deliver 2.3x higher brand awareness and 1.8x more purchase intent than ads on other social platforms.
- Campaigns from Wendy’s and Calvin Harris highlight how ads that mimic friendly exchanges outperform traditional placements.
- Snapchat positioned chat as the next frontier of advertising, releasing a Measurement Playbook and research-backed best practices.
At Advertising Week New York 2025, Snapchat took a bold stance on the future of social advertising: chat, not feed, is where the next era of brand engagement begins. The platform’s keynote centered on Sponsored Snaps, its fast-growing ad format that brings brand messages directly into users’ inboxes — a move Snap says transforms everyday conversations into meaningful marketing moments.
The company’s theme, “Enter the Chat,” framed this year’s event as an inflection point. While competitors double down on algorithmic feeds, Snapchat made the case that intimate, friend-based conversations represent untapped marketing real estate — and it now has data to prove it.
Chat as the New Ad Frontier
Snap’s latest research, conducted in partnership with MAGNA Media Trials, explored how messaging has evolved into a trusted space for brand interaction. The study revealed that 86% of U.S. social users are comfortable receiving messages from brands within apps like Snapchat and Messenger.
This finding underscores a cultural shift: Users now view chat not only as a personal space but also as a practical one, where discounts, recommendations, and updates fit naturally alongside daily exchanges. As Snap put it, “Utility comes first — people want value, not noise.”
Sponsored Snaps: From Conversations to Conversions
Sponsored Snaps, launched last year, allow brands to insert short, full-screen ads into chat threads in a way that mimics organic Snaps. Unlike display ads or feed promotions, these appear conversational — a “brand is typing” message that feels personal and playful.
The format has delivered standout results across multiple sectors. In the U.K., Calvin Harris used a Sponsored Snap to promote his single Blessings, reaching 11.8 million Snapchatters and generating a 58% lift in Spotify streams.
Similarly, Wendy’s used the format to mimic its irreverent brand voice, producing 52 million impressions in a single day and a 54% jump in organic followers.
Snap’s measurement data backs up these success stories. According to a Kantar study, 85% of users say Sponsored Snaps “fit in with my habits on the platform,” and full-screen engagement with a Sponsored Snap results in:
- 2.3x higher Unaided Brand Awareness
- 1.4x higher Ad Awareness
- 1.8x higher Purchase Intent compared to other social channels
By embedding ads in conversations rather than feeds, Snapchat effectively bridges awareness and action, turning engagement into measurable results.
Check out the Snapchat’s Latest Ad Innovations: AI Tools, Sponsored Snaps, and Music-Driven Campaigns
From Feed Fatigue to Conversational Marketing
Snap’s message at Advertising Week was clear: The era of passive scrolling is over. Modern users crave interaction — not just exposure. Snapchat’s unique advantage lies in its 1:1 communication model, where ads blend into the natural rhythm of conversation.
The platform framed Sponsored Snaps as part of a broader evolution toward active engagement ecosystems, where utility and entertainment converge. Rather than interrupting users mid-feed, Sponsored Snaps leverage social intimacy — appearing in spaces already defined by trust and spontaneity.
It’s a model that resonates with Snapchat’s demographic reality: 71% of users say they have their own language with friends on the app, making it one of the most personal and creative digital environments. Ads that respect that tone — quick, humorous, and value-driven — are seeing traction.
Snapchat’s Advertising Week Rollout: Research, Playbook, and Panels
Throughout the week, Snapchat reinforced its chat-centric vision through activations, on-stage sessions, and a citywide out-of-home campaign encouraging attendees to “Enter the Chat.”
Highlights included:
- A mainstage panel with Love Island stars Nic Vansteenberghe and Jeremiah Brown discussing how chat is reshaping online relationships.
- A Creator Stage session unveiling data from the MAGNA study and examples of creator-brand collaborations in chat.
- The debut of Snapchat’s Measurement Playbook, offering brands actionable insights on optimizing Sponsored Snap performance and aligning creative tone with conversational dynamics.
Snap’s presence was designed not just to showcase results, but to demonstrate how brands can integrate into users’ private digital lives without overstepping boundaries — a nuanced balance that could define the next phase of digital advertising.
