Snapchat, in collaboration with global marketing data leader Kantar, has unveiled new research in India indicating that Sponsored Snaps within the Chat feed deliver significantly stronger brand impact compared to traditional in-feed advertisements. The study suggests that the era of passive scrolling is giving way to active intent, with Chat emerging as a high-attention environment for Gen Z and Millennials.
Sponsored Snaps Drive Higher Awareness
According to the Kantar Context Lab survey, Sponsored Snaps outperform competitive platforms across categories such as CPG, retail, and smartphones. Key findings include:
- Superior Brand Lift: Sponsored Snaps combined with video delivered a +38 point lift in Top-of-Mind Awareness.
- Active Attention: Snapchat India showed 83.4% passive attention and nearly 20% active emotional engagement.
- Seamless Integration: 93% of users said Sponsored Snaps fit naturally into their platform habits, while 95% found them relevant.
- Shareability: 94% of users felt Sponsored Snaps made it easy to share discoveries with friends, turning ads into personal recommendations.
The report highlights that Gen Z, India's most influential cohort, is particularly responsive to Chat-based ads. Sponsored Snaps drove a 1.7x stronger “Cool and Trendy” perception compared to competitive platforms, along with a +34 point lift in Top-of-Mind Awareness. For this generation, cultural relevance and creative integration are key, and Chat provides a natural hub for these interactions.
Industry Shift Toward Personal Conversations
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. Sponsored Snaps are designed for this environment, enabling brands to create immersive experiences within Chat.”
The TOI Tech Desk is a dedicated team of journalists committed to delivering the latest and most relevant news from the world of technology to readers of The Times of India. Their coverage spans gadget launches, reviews, trends, in-depth analysis, exclusive reports, and breaking stories that impact technology and the digital universe, including AI, cybersecurity, personal gadgets, and platforms like WhatsApp, Instagram, and Facebook.
