Snapchat has officially launched its new brand campaign, “Say it in a Snap,” at the IAB NewFronts, along with a series of cutting-edge tools and advertising solutions designed to help brands better connect with its growing global community of over 900 million monthly active users.
The campaign emphasizes the unique value of a Snap — a raw, spontaneous, and emotionally expressive form of communication — as the foundation of how users connect with their friends, family, and the world. With this in mind, Snapchat is enhancing how advertisers show up on the platform: more authentically, contextually, and effectively.
Snapchat introduced updates to its Sponsored Snaps format, which allows advertisers to engage users within their Chat Feed:
First Snap: A single-day takeover that places a brand’s Snap as the first impression in the Chat Feed. It opens to a full-screen video and includes a direct call-to-action (CTA).
Web & App Auction Ads: Brands can now use Goal-Based Bidding to target Snapchatters based on web (Pixel Purchase, Add to Cart, Page View, Sign Up) and app (Install, Purchase) goals.
Creator-Driven Sponsored Snaps: Advertisers can partner with creators to deliver Sponsored Snaps directly from the creator’s handle, bringing influencer authenticity to brand messaging.
With the Snap Map reaching over 400 million monthly users, Snapchat announced Promoted Places, a new feature allowing businesses to integrate their physical locations into the app’s discovery engine. This enables users to easily find and engage with brand destinations in real life.
Recognizing the importance of music and pop culture on the platform, Snapchat launched Under the Ghost, a new music performance series hosted at its Santa Monica studio. The series offers sponsorship opportunities through full-funnel packages, creator content, Sponsored Snaps, and premium takeover options. It’s designed to engage Gen Z and millennial audiences who are passionate about music and culture.
Snapchat reaffirmed its partnerships with the NFL and WNBA, continuing to deliver official sports content through Stories and Spotlight. These partnerships reflect Snapchat’s commitment to providing real-time, community-driven sports experiences.
To empower marketers with smarter, more efficient campaign management, Snapchat introduced two AI-powered tools:
Smart Bidding: Automatically adjusts bids to meet target cost-per-action (CPA) goals using machine learning.
Smart Budget: Dynamically reallocates ad spend to the highest-performing ad sets, maximizing results with less manual effort.
These innovations are already yielding performance gains. In Q1 2025, Snapchat’s direct response advertising business saw 14% year-over-year growth, accounting for 75% of total ad revenue. The platform also reported a 60% increase in active advertisers, driven by improvements in machine learning, privacy-safe signals, and robust adoption of solutions like Conversions API (CAPI) and tCPA.
Snapchat continues to evolve as a marketing powerhouse — combining creative authenticity, AI-driven tools, and immersive experiences to deliver measurable outcomes for brands of all sizes.
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