Sponsored Snaps, Snapchat’s New Ad Product, Proven to Boost Key Brand Metrics, new Kantar research shows
Snap Inc. has announced new findings from a Kantar Context Lab study, showcasing strong brand growth for advertisers leveraging Sponsored Snaps in their campaigns. Context Lab allows brands to test the same creative across multiple platforms— YouTube, Facebook, Instagram, TikTok, Spotify, Snapchat and more—before, during, or after a campaign. This helps determine which platform and format (e.g., feed, stories, reels) drives the best brand impact and provides real-time, context-specific insights.
The study indicates the new Snapchat ad format, Sponsored Snaps, drives significant brand growth across Unaided Brand Awareness, Ad Awareness, Purchase Intent, and Brand Affinity. Ads in the Snapchat chat tab capture 1.6X more passive attention and are 1.2X more emotionally engaging than those on other social platforms.
"In today’s crowded media landscape, capturing genuine attention is the single most important factor for brand growth. Our research shows that Snapchat’s ad formats don’t just reach audiences—they hold their attention in a way that’s both measurable and meaningful,” stated Nicole Jones, Chief Media Commercial Lead, Kantar.
“This elevated level of engagement translates directly into stronger brand recall and perception, giving advertisers a real advantage. For brands looking to break through the noise, attention is everything—and Snapchat delivers.”
Key findings from the study include:
- When Snapchatters engage with a Sponsored Snap by opening to the full-screen ad, Sponsored Snaps drive 2.3x more lift in Unaided Brand Awareness, 1.4x more lift in Ad Awareness, and 1.8x more lift in Purchase Intent than other social platforms.
- Sponsored Snaps are also more effective at driving brand affinity, with 3x more lift in "makes me happy", and 1.4x more lift in "is cool/trendy" brand statements.
- Approximately 85% of Snapchatters feel that Sponsored Snaps in Snap's Chat Feed are "relevant to me", and "fit in with my habits on platform."
“Sponsored Snaps in Chat are proving to be one of the most effective ways for brands to drive impact on Snapchat. With 469 million people engaging on Snapchat every day, brands can show up where real conversations are happening and attention is deeply focused," said Abby Laursen, Sr. Director of Product Marketing, Snap Inc. “This study shows that when advertisers show up in these leaned-in spaces, they not only capture attention but also build stronger awareness, affinity, and intent. It’s a clear demonstration of how Snapchat can deliver measurable brand growth while staying true to how our community connects every day."
Snapchat’s maturation is further showcased by its performance in Kantar Media Reactions 2025, which highlights its evolution into a more sophisticated, engaging ad platform. It was ranked #2 in terms of ad equity by global consumers, up from #6 in 2024. This growth is fueled by improvements in ad experience quality, including more entertaining and trustworthy content, and reduced intrusiveness.
To better understand how Snapchat fits into your media mix, click here. And to learn more Kantar Media Reactions, click here.
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Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.