Say it in a Snap: Highlights from the 2025 NewFronts

On Snapchat, connecting with your real friends and family all starts with a single Snap. But Snapchatters know that a single Snap means so much more. A Snap is raw, spontaneous, and immediate in ways that a text message or picture is not. It’s one of the most engaging ways to communicate exactly what you’re feeling, thinking, or doing in a precious, fleeting moment.

Today, Snap returned to the IAB NewFronts with our new “Say it in a Snap” brand campaign, announcing new tools and programs for brands to leverage the power of a Snap and reach our growing audience of over 900 million monthly active users ¹. Advertisers will be more empowered to show up on Snapchat just like Snapchatters – engaging with them on their terms, within the spaces they love, and in the language they understand.

Enter the Chat with Sponsored Snaps

Sponsored Snaps help advertisers engage Snapchatters where they are – through visual messaging in their Chat Feed – and our partners have been seeing great success. In a single day, Wendy’s saw nearly 52M impressions and grew their Public Profile organic followers by +54%. To help brands further leverage this placement to reach their audience, we’re introducing several updates to Sponsored Snaps:

• First Snap: First Snap is a first-impression, single-day takeover offering that delivers a Snap in the Chat Feed, that then can open to a full-screen video asset, and be followed up by a CTA from the brand.

• Web & App Auction Ads: We are beginning to deliver targeted ads to people via the ads auction. Snapchatters will get highly relevant Sponsored Snaps, and any advertisers will be able to create them, if using the following Goal-Based Bids:

  • Web: Pixel Purchase, Pixel Add to Cart, Pixel Page View, Pixel Sign up

  • App: App Install, App Purchase

• Sponsored Snaps from Creators: Advertisers can now send a Sponsored Snap directly from a creator’s handle to Snapchatters in the Chat Feed.

Get seen on Snap Map with Promoted Places

Snapchatters actively explore the Snap Map to connect with friends, see what's happening around them, and discover popular spots based on community trends. Now reaching over 400 million monthly users ², the Snap Map is a powerful discovery engine. With our new Promoted Places offering, brands can now seamlessly integrate into this experience, allowing Snapchatters to easily find and visit their physical locations.

Lean into music and sports with artists, athletes, and creators

With 79% of US Snapchatters passionate about music ³, we’re launching Under the Ghost, a new music performance series hosted at Snapchat’s Santa Monica studio that brings unique performances and conversations directly to the fans. For advertisers, Under the Ghost will provide sponsorship opportunities via full-funnel media packages, including Sponsored Snaps, creator content, Total Takeover placements and more. This series offers advertisers a premium way to tap into music, culture, and community - all native to Snapchat and built to engage Gen Z and millennial audiences.

And, when it comes to sports, we’re doubling down on our longstanding partnerships with the NFL and WNBA, to provide official content across Stories and Spotlight for our community.

Work smarter, not harder with Snapchat Smart Campaign Solutions

To make your campaigns on Snapchat go even further and help drive better performance outcomes, we’re also introducing Snapchat Smart Campaign Solutions – a new suite of solutions to deliver AI-powered performance and ease-of-use enhancements. This features two main “smart” solutions:

• Smart Bidding: Our Smart Bidding strategy allows advertisers to set a target cost-per-action (CPA) that they would like to achieve. Our systems consistently deliver a CPA within a reasonable range of that bid. This cutting edge ML technology now automatically adjusts bids and budgets spent on behalf of advertisers to maximize scale.

• Smart Budget: Smart Budget allows advertisers to automatically shift spend to the highest performing ad sets within a campaign to maximize outcomes while reducing time spent in Ads Manager. While we’re only in alpha testing, we are seeing encouraging performance.

We’re continuing to evolve our ad platform to help drive stronger, more measurable outcomes for our partners. In Q1 2025, improvements across machine learning, privacy-safe signals, and new ad formats fueled 14% year-over-year growth in our direct response business, which contributed 75% of total advertising revenue for the first time. With growing adoption of tools like CAPI and tCPA, and a 60% increase in total active advertisers, we’re seeing meaningful momentum across businesses of all sizes.

We look forward to working with our advertisers, creators, and content partners to activate across all of these new opportunities!

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