Mumbai: Snap Inc., in partnership with global marketing data and analytics leader Kantar, has unveiled new research highlighting a shift in digital advertising—from passive feed-based consumption to high-intent engagement within chat environments.
The study, conducted through Kantar’s Context Lab, reveals that Sponsored Snaps on Snapchat deliver significantly stronger brand outcomes compared to traditional in-feed advertising formats. According to the findings, Sponsored Snaps drive 1.7x higher unaided awareness and stronger top-of-mind recall, underscoring the growing importance of attention-led advertising strategies.
As digital platforms grapple with declining engagement from passive scrolling, the report positions chat-based environments as a more effective alternative. Unlike conventional feeds often associated with “zombie-scrolling,” Snapchat’s Chat feature is rooted in active, one-to-one communication, creating a more intentional and immersive context for brand interactions.
Key Findings from the Study
The research, which analysed brand impact across categories such as CPG, retail, and smartphones, highlights several advantages of chat-based advertising:
- Higher Brand Lift: Sponsored Snaps delivered strong full-funnel performance, including a +38-point lift in top-of-mind awareness when combined with video.
- Stronger Attention Metrics: Snapchat India recorded 83.4% passive attention and nearly 20% active emotional engagement.
- Seamless User Integration: 93% of users said Sponsored Snaps fit naturally into their platform experience, while 95% found them relevant.
- Enhanced Shareability: 94% of users felt ads were easy to share, turning brand messages into peer-driven recommendations.
Gen Z Drives Adoption
The report also highlights the responsiveness of Gen Z audiences, with Sponsored Snaps delivering a 1.7x stronger “cool and trendy” perception compared to other platforms. The format also drove a +34-point lift in top-of-mind awareness among this cohort, reinforcing the importance of cultural relevance and native integration.
Commenting on the findings, Yagnesh Ravi, Head of India Ad Solutions at Snap Inc., said, “We’re seeing a clear shift across the industry, where the most meaningful interactions are moving away from public feeds into personal conversations. Snapchat has always been built around real relationships, with Chat at the core of that experience.”
He further added, “This research reinforces that when advertising aligns with how people naturally communicate, moving from passive viewing to active intent, it delivers stronger results. Sponsored Snaps are designed for this environment, enabling brands to create full-screen, immersive experiences within Chat. This allows brands to show up in a way that feels native and engaging, more like a conversation than an interruption.”
Echoing this perspective, Andy Gallagher, Head of Media, Kantar APAC, said, “The Context Lab study demonstrates that the Chat surface is a high-impact environment that captures attention early and reinforces brand presence. By leveraging the usage of the Chat feed, Sponsored Snaps deliver meaningful emotional engagement and significantly high brand associations. It is a step-change in how brands can cut through the clutter in a crowded digital landscape.”
The findings reinforce a broader industry shift toward intent-driven engagement, positioning chat as a powerful and scalable advertising surface in an increasingly fragmented digital ecosystem.
