Introduction: A New Era of Advertising at Advertising Week New York
At Advertising Week New York 2025, Snapchat is placing its most distinctive space — Chat — at the heart of conversations. While many platforms vie for attention in an endless social scroll, Snapchat emphasizes intimate, authentic conversations among close friends and family. The result is a space where brands can participate in moments that feel native rather than noisy, marking a new era of connection in digital advertising.
The Power of Chat: Why Brands Should Care
In collaboration with MAGNA Media Trials, Snapchat explored why chat has become a vital arena for brands. The findings are clear: consumers are increasingly open to brand messages within chat environments. In the United States, 86% of social media users say they’re comfortable receiving messages from brands on apps like Snapchat and Messenger, signaling a shift toward meaningful, contextual engagement.
Snapchat notes that conversations on its platform are distinct — spontaneous, playful, and personal. A striking 71% of Snapchatters report having their own unique language with friends on the app, underscoring the intimate tone that characterizes this space. For brands, that means opportunities to join ongoing conversations in ways that feel trusted and personal rather than intrusive.
Research also highlights that people expect value from brand interactions in chat. Utility-focused messages—discounts, personalized recommendations, and timely updates—rank highly, while entertaining, feel-good content can transform a simple interaction into a memorable moment. In this environment, brands can be useful, entertaining, and culturally relevant all at once, merging advertising with genuine Snapchatter-to-Snapchatter dialogue.
Sponsored Snaps: From Conversation to Conversion
Sponsored Snaps are becoming a versatile tool across industries, allowing brands to reach audiences with freshness, timeliness, and a touch of fun. Notable campaigns demonstrate the potential: for example, a high-profile artist campaign reached millions and delivered notable outcomes. The format blends naturally into the user experience, with many viewers perceiving Sponsored Snaps as relevant and in tune with their platform habits.
Recognizing the value of authenticity, brands like Wendy’s have shown how Sponsored Snaps can echo a brand voice while mirroring the kind of casual content users receive from friends. In a single day, Wendy’s generated tens of millions of impressions and observed a significant uptick in organic followers—evidence that Sponsored Snaps can drive both reach and long-term engagement.
Third-party research supports the effectiveness of this approach. When Snapchatters engage with a Sponsored Snap by opening the full-screen ad, lifts in unaided brand awareness, ad awareness, and purchase intent are higher than on many other social platforms. By meeting audiences where they are most receptive, Sponsored Snaps offer a pathway to brand relevance and tangible business outcomes.
Advertising Week Spotlight: How Snap Is Redefining Engagement
During Advertising Week, Snapchat’s presence highlights a shift from passive scrolling to active participation. The event features a bold out-of-home campaign that showcases Sponsored Snaps in action and provides attendees with a tangible sense of how brands can become part of the moment rather than an interruption. Stage discussions with creators and influencers, including sessions on how chat reshapes relationships and the power of creator partnerships, illustrate why a chat strategy has moved from nice-to-have to must-have.
Snap’s Measurement Playbook and ongoing partner discussions emphasize data-driven approaches to evaluating impact in chat contexts. By combining brand storytelling with real-time utility and cultural relevance, Sponsored Snaps aim to deliver measurable improvements in brand metrics while preserving the authenticity of everyday conversations.
Conclusion: Ready to Enter the Chat
Sponsored Snaps represent a pragmatic evolution in social advertising—where messages feel personal, timely, and useful. As brands experiment with chat-native formats, Advertising Week New York 2025 becomes a proving ground for strategies that prioritize meaningful connection, authenticity, and performance. The era of the “chat-first” ad experience is here, and brands that embrace it stand to drive stronger relationships and better business outcomes.
Key Takeaways
- Chat is a high-value space for brand messages when delivered with utility and relevance.
- Sponsored Snaps blend seamlessly into users’ chats, boosting engagement and recall.
- Measurement tools and case studies at Advertising Week emphasize practical impact on awareness and intent.
